| Abstract: | 摘 要 現今多元而複雜的社會中，由於科技之進步、資訊傳播更便捷、外來文化衝擊強烈，青少年得以去模仿與學習其所崇拜的對象之機會隨之增加，透過以自己為對方之想像，藉以滿足心理需求，從而逐漸形成個人之價值觀念(張酒雄等,1993)。當「偶像」產生之後，由於崇拜偶像的強烈情感動力，偶像迷必然會對偶像相關的所有資訊產生興趣，企圖搜尋有關偶像的所有訊息。此時廠商透過媒介，將產品賦予特定象徵及符號之包裝，使消費者透過購買以滿足了其想成為某種類型人的渴望(Bocock，1993)。因此消費者透過所消費的商品尋找自我，並透過消費模式中的符號使用，建構其自我感與認同感(Kellner，1992)。 基於上述，在這青少年消費能力大幅上揚的時代，探尋其偶像崇拜與消費行為之關係，遂成為重要課題。本研究以全國高中職學生隨機抽樣為研究對象，探討高中職階段的青少年偶像崇拜對消費行為是否有影響？其購買行為是否受到「偶像崇拜的認同程度」不同而有不同的影響？偶像代言的商品能增加商品獨特的與新的意義嗎？ 研究結果發現： （一）高中職階段的青少年消費行為，在偶像崇拜程度之「認知性認同」中，「需求層次理論」與「社會階層差距理論」的影響不顯著，只有在「社會學習理論」的影響非常顯著。又偶像崇拜程度不論「認知性認同」或「行為性認同」，均以「社會學習理論」的影響最顯著，「社會學習理論」影響中又以「同儕誘導與增強」效果最強烈。 （二）高中職階段的青少年，其消費行為之「購買意圖」，受偶像崇拜程度中「行為性認同」的影響最顯著。 （三）高中職階段的青少年，偶像崇拜影響因素中「家庭歸屬感」、「家庭社經地位的差距」及「知識差距的差距」，與偶像崇拜程度中「認知性認同」及「行為性認同」，在本研究中統計分析結果均無顯著相關。 （四）高中職階段的青少年，其偶像崇拜「行為性認同」變項因素中，「同儕誘導與增強」之影響效應遠大於「同儕歸屬感」、「自尊的需求」及「成功經驗的需求」之強度，此結果會擴散影響到偶像崇拜「認知性認同」各變項因素中。 實務上之貢獻： 台灣現今高中職階段之青少年消費行為，主要受「社會學習理論」中「同儕誘導與增強」變項的影響，對於廠商在行銷產品時，行銷的策略不需考慮「需求層次理論」與「社會階層差距理論」之變項因素。或許應著重在廣告中的各項題材，這些題材能引起青少年同儕之間的話題，成行銷廣告的首要考量。
Abstract Modern society is various and complex. The chance for teenagers to emulate and learn about their idols have grown due to the progress of technology, the convenience of information communication, and the strong shock of foreign culture. The personal valuable concept are gradually forming, and as one begins to fulfill their psychological needs by imagining that themselves were their idols (Zhang,1993). After the “idol” is created, fans essentially will be interested in every single piece of information that are associated with their idols and will attempt to search for all the information they can find. At this time, many companies take the advantages of media to give by packaging with products particular symbols and signs in order to make consumers fulfill their aspirations to become certain types of people through purchase. (Bocock, 1993) therefore, consumers discover their ego through the commodities they bought. Also, through the usage of sign in their consumption patterns, consumers can establish their ego-identity. (Kellner, 1992) In view of the concept , the discover of the relationship between their idolization and consumption behavior in the era in which the consumption ability of teenagers raise substantially has become in important challenge. In this research, we find the sample population , the senior high school students by random sampling， hoping to confer something teenagers in this period will do or not. Such as: whether the teenagers’ idolization has any influences on the consumption behavior or not; whether the differences in “the degree of identification by idolization” have any influences on the forming behavior or not; if idols are the spokesman of commodities can create more unique and brand-new significant meaning. The Studying Result and Discovery: 1. In the “Cognitive Identity” of the degree of idolization, the “Hierarchy of Needs Theory” and the “Social Stratum Gap Theory” do not have significant effects on the contrarily only the “Social Learning Theory” has a significant effect for the consumption behavior of teenagers in their high school period. Furthermore, the “Social Learning Theory” has the most significant effect on teenagers despite the “Cognitive Identity” or the “Behavioral Identity” of the degree of idolization. In the influence of the “Social Learning Theory”, the “ Leading and Enhancing of Same Generation” produce the deepest significant effects. 2. “Behavioral Identity” of the degree of idolization affected the “purchase intention” of the consumption behavior of teenagers the most in the period of senior high school. 3. The effects of the factor of idolization, “Family belongingness needs”, “ the Gap of Family Social and Economic Status” and “ the Gap of Knowledge” and in the “Cognitive Identity” and “Behavioral Identity” of the degree of idolization do not have significant connections in the analysis of the result of this study. 4. In the variable items of idolization “Behavioral Identity”, the effects of “the Leading and Enhancing of Same Generations” are much more significant than the effects of “Belongingness Needs of Same Generation ”, “Esteem Needs”, and “Successful Experience Needs”. The result will affect and will spread to every factor of variable item of the “Cognitive Identity” of idolization. Practical Contribution: The consumption behavior of teenagers in high school has been mainly affected by the variable item of the “the Leading and Enhancing of Same Generations” in the “Social Learning Theory”. When the companies are selling the products, there is no need to consider the factor of variable item of the “Hierarchy of Needs Theory” and “Social Stratum Gap Theory” in the sales policy Instead, they should emphasize every topic in the advertisement which can kindle the communication between the same generation of teenagers and become the core element of sales advertisement. |
