The influence of idol serials on the consuming behaviors of children:take elementary school senior-graders in Taipei as an example

• Main Authors: Lai yu-chun, 賴育淳
• Other Authors: 徐淑敏
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/90240160385576968086

碩士 === 臺北市立教育大學 === 社會科教育研究所 === 95 === The purpose of this study aims to explore the motives of children’s television viewing on idol serials and the correlation between the motives and children’s consumer behavior on the idol serials products. In order to achieve the mentioned purposes, the researcher, first, collected the related literature as the foundation of methodology. Second, the researcher ramdonly selected 797 elementary school senior-graders（28 classes）from Taipei city in the way of stratified cluster sampling to do the questionnaire. The collected data were analyzed by using descriptive statistics, Chi-square, t-test, one-way ANOVA, and Pearson product-moment correlation. The results were as the following: 1. Averagely, children watch idol serials at least one hour a day. The main viewing motives are entertainment and relaxation. Besides, the result also showed that compared to male students, female students involve in idol serials deeperly. 2. Children usually purchase idol serials products under NT 100 dollars. The most popular products are posters, photos, stamps, and CDs. The main motive for purchasing is because of the well-designed products and melodious music. 3. Children’s consuming behavior on idol serials products is strongly related to their idol serials viewing. The more idol serials they love and involve, the more related products they want to purchase. Therefore, they spend more money on these products. Finally, the finding of the study is expected to provide substantive guidelines for parents and teachers as references in the field of television literacy and consumption.