| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === This research aims to study the effect of adolescents’ celebrity adoration forming process through watching Korean dramas, and to investigate how it influences adolescents’ purchase intention and behaviors. The study offers some strategic suggestions on consumer market on Korean product dealers.
The subjects for this research are adolescents in the central Taiwan. The stratified random sampling was employed to implement the questionnaire. The data gathered in this study were analyzed quantitatively, including descriptive statistic, reliability and factor analyses, and then structure function was used to analyze and to investigate the correlation between each relevant dimension in order to understand the impact of celebrity adoration on adolescents’ purchase intention.
Statistical findings showed that there is a positive correlation among cognitive identification, which was influenced by the identification with celebrity adoration, affective and social value. Affective identification has a positive influence on functional, affective, social value. Behavioral identification has a positive influence on social and affective value. Affective, social and knowledgeable value have a positive correlation with behavioral intention. If these three assumptions are true, it means that there is a significant correlation among celebrity adoration, consumption value and behavioral intention.
The better effect of adolescents’ celebrity adoration forming process through watching Korean dramas the adolescents have in their mind, the more adolescents’ behavioral intention increases. Finally, the suggestion on marketing mix 4P’s model has proposed in this research in order to facilitate Korean dealers in consumer product markets.
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