| Summary: | 碩士 === 大葉大學 === 教育專業發展研究所 === 101 === The main purpose of this study was to understand the among different background variables current situation of idolatry and its related consuming behaviors of adolescents, to deciphering teenagers ' idolatrous and consumption behavior related merchandise. In order to interpret the current situation of idolatry and its related consuming behaviors of adolescents,
This research adopt research questionnaires to extract 510 teenagers in Taichung area to proceed with the survey, The study used three scales, consisting of "personal data" and "idol worship", "merchandise consumer behavior." The data was analyzed by t-test, ANOVA, Pearson Product-Moment Correlation, and stepwise multiple regression analysis.
The results are as follows:
1.Teenagers’ idol worshipping focuses mainly on celebrities in the movies and TV programs, in which their talents and appearance are strongly accented.
2.Teenagers’ purchasing behaviors are mostly in reasonable range.
3.Teenagers’ of different background variables have distinctive correlation in their worshiping situations.
4.The discrepancies of the types, reasons, and time of their idols worshipping have positive correlation with the extent of the worship levels and the purchases of their peripheral products.
5.The extent of the worship levels has little correlation with the purchases of the peripheral products.
6.The higher the extent of teenagers’ worshipping levels, the more aggressive their purchasing behaviors are.
The suggests for students, parents, and future researchers were made according to the results in the study.
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