臺灣博碩士論文加值系統

本研究探討愛情中的幸福感與依附型與韓劇行銷策略之間的關係。感情一直被視為大學生的重要議題，它與成長環境背景息息相關。現代網路科技發達，對人最有影響力的其一是:-媒體。本研究以問卷研究法，問卷發放對象為中部兩所大學，問卷內包含蓋本土愛情量表、幸福感量表、依附型量表與韓劇量表，本研究先收集了440份的本土愛情量表問卷，再收集261份問卷總共 701 份問卷。研究結果發現：一、愛情、依附、韓劇與幸福感有顯著正相關之行銷策略；二、韓劇之行銷策略管道很多像明星代言、廠商贊助及廣告；三、統計資料顯示現在年輕人被劇中的主角及劇情所吸引。文末，研究者歸納結論，並提出研究結果之應用及未來研究建議，作為後續研究者之參考。

The purpose of this research aims to analyze the relationship among happiness, attachment styles and the marketing strategies of Korean drama.
The study used a survey method, collected questionnaire data and relevant documents, finally analyzed and compiled data.
The research questionnaires were distributed to university and graduate students in Taiwan. The content of the questionnaire included love scale, happiness scale, attachment styles scale and Korean drama scale. I also collected relate data through internet and integrate the statistics.
The results of the study: 1. Love, attachment styles, Korean dramas and happiness were all positively correlated. 2. The marketing strategies of the Korean drama had a lot of channel such like celebrity endorsements, sponsors, advertisements. 3.The statistical data revealed that now young people are attracted by TV figures and plots.
At the end of the article, the researcher summarized the conclusions and put forward the application of the research results and future research recommendations.

摘要 ii
ABSTRACT iii
TABLE OF CONTENTS iv
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Information 1
1.2 Purposes of the Study 4
1.3 Questions of the Study 6
1.4 Process of the Study 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 What Is Love 8
2.2 Korean Drama 13
CHAPTER THREE METHODOLOGY 24
3.1 Research Framework 24
3.2 Participants 24
3.3 Questionnaire 25
3.4 Measurement 25
3.5 Gathering the Data of the Marketing Strategy 26
3.6 Procedure 28
3.7 Data Analysis 29
CHAPTER FOUR RESULTS AND DISCUSSIONS 30
4.1 Introduction 30
4.2 Descriptive Statistics 32
4.3 Correlation and Coefficientsa Analysis 35
4.4 Reliability and Validity 37
4.5 Chart 37
4.6 Validity 42
4.7 STP 44
4.8 4P 45
4.9 SWOT 46

4.10 Statistic Data 47
CHAPTER FIVE CONCLUSIONS 50
5.1 Conclusions of the Findings 50
5.2 Implications 52
5.3 Limitations of the Study 53
5.4 Suggestion For Future Research 53
5.5 Advice 54
REFERENCES 55
APPENDICES 58
APPENDIX 58

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