| Summary: | 碩士 === 東海大學 === 管理碩士學程在職進修專班 === 91 === 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.
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