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研究生:冒力維
論文名稱:又愛又恨?流行意識與價格意識對女性消費者購買韓國商品行為影響之探討
論文名稱(外文):A Study on the Impact of the Fashion-consciousness and Price-consciousness on Female Consumers Purchasing Behavior of Korean Products
指導教授:張卿卿張卿卿引用關係郭貞郭貞引用關係黃振家黃振家引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:廣告研究所
學門:傳播學門
學類:廣告學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:63
中文關鍵詞:流行意識消費者仇視韓國商品消費行為
相關次數:
  • 被引用被引用:1
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根據台灣智庫國會政策中心於2012年12月委託趨勢民意調查的結果顯示,在美、日、韓、中等四個與台灣關係密切的國家中,台灣民眾最討厭韓國。這股反韓的情緒可追溯至2010年廣州亞運「楊淑君事件」,該事件使得台灣民眾對韓國開始產生憤恨難平的情緒,更進而發起抵制韓國商品的行動。然而,近年在韓國影視、娛樂文化的帶動下,韓國商品在台灣又逐漸蔚為風潮,因此形成了一種又愛又恨、矛盾的消費行為。

本研究欲從消費者的「價格意識」與「流行意識」切入,探討是否對價格與流行較為敏感的消費者會喜愛購買韓國商品;此外,由於許多台灣消費者抱持著愛國、支持國貨以及憎惡韓國、抵制韓貨的觀念,因此將加入「消費者本國中心主義」與「消費者仇視」作為調節變項,以探討其對於韓國商品購買行為的影響。

本研究共回收243份問卷,並同時利用描述性統計、階層迴歸分析,所得結果如下:

一、 流行意識與購買韓國商品呈現正相關
二、 消費者仇視與購買韓國商品呈現負相關
三、 消費者仇視與流行意識的交互作用無法顯著預測購買韓國商品行為
第一章 緒論.........................................................................................1
第一節 研究背景與動機.........................................................................1
第二節 研究目的...................................................................................3

第二章 文獻探討...................................................................................4
第一節 韓國商品購買現象......................................................................4
第二節 價格意識...................................................................................5
第三節 流行意識...................................................................................8
第四節 消費者本國中心主義..................................................................10
第五節 消費者仇視...............................................................................14

第三章 研究方法...........................................................................................................19
第一節 研究架構..................................................................................19
第二節 研究假設..................................................................................20
第三節 研究變數之操作型定義與問卷設計...............................................22
第四節 正式施測..................................................................................28

第四章 資料分析與研究結果...................................................................29
第一節 描述性統計...............................................................................29
第二節 信度分析..................................................................................34
第三節 前提檢定..................................................................................35
第四節 假設驗證..................................................................................36
第五節 其他發現..................................................................................45

第五章 結論…………………...................................................................46
第一節 發現與討論...............................................................................46
第二節 學術與實務貢獻.........................................................................48
第三節 研究限制與未來研究建議............................................................49

參考文獻..................................................................................................51
附錄一、正式問卷題項對照表.....................................................................56
附錄二、正式問卷…………….....................................................................58

一、 中文書目
孔有美(2005)。〈韓流影響亞洲國家之分析-從訪韓觀光客之變化論述〉。政治大學社會學研究所碩士論文。

蔡衣宜(2012)。〈原來不是每個人都想跟團! 探討人格特質如何影響知覺風險並進而牽制團購行為〉。政治大學廣告研究所碩士論文。

游惠雯(2010)。〈韓劇收視行為與購買韓國商品意願關係之研究—以我族主義為干擾變項〉。大葉大學管理學院碩士論文。


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Jung, K., Ang, S. H., Leong, S. M., Tan, S. J., Pornpitakpan, C., &; Kau, A. K. (2002). A typology of animosity and its cross-national validation. Journal of Cross-Cultural Psychology, 33(6), 525-539.

Klein, J. G., Ettenson, R., and Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China, Journal of Marketing, Vol. 62 (January), 89-100.

Klein, J. G., &; Ettensoe, R. (1999). Consumer animosity and consumer ethnocentrism: an analysis of unique antecedents. Journal of International Consumer Marketing, 11(4), 5-24.

Klein, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 345-363.

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