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| Title: | BTS產品代言：善因行銷對於消費者將價格合理化之影響
BTS Product Endorsement: Can Cause-Related Marketing Help Consumers Justify Prices? |
| Authors: | 曾韵雯
Tseng, Yun-Wen |
| Contributors: | 朴星俊
Park, Sung-Jun
曾韵雯
Tseng, Yun-Wen |
| Keywords: | 利己動機
利他動機
公益行銷
消費者行為
粉絲社群
Egoistic motivation
Altruistic motivation
Cause-Related marketing
Consumer behavior
Fan communities |
| Date: | 2024 |
| Issue Date: | 2025-04-01 12:20:22 (UTC+8) |
| Abstract: | 偶像文化，「韓流」席捲了全球，影響了消費者決策行為和市場策略的全球趨勢。這種文化培養了對名人的強烈崇拜和支持，形成了忠實的粉絲群體。粉絲們出於對偶像的忠誠，參與各種活動，如購買偶像代言的產品和參加由偶像發起的公益活 動。偶像代言的影響改變了消費者的喜好和行動，創造一種特有的商業和慈善營銷融合。本研究聚焦於韓國頂尖偶像團體，防彈少年團(BTS)，及其在台灣的龐大粉絲群體，並研究他們推出的公益產品。通過對台灣 564 名熟悉 BTS 的個體進行調查，並進行可靠性分析和多個多元線性回歸，研究發現粉絲的利己動機顯著高於非粉絲，而利他動機在兩組間保持一致。兩種動機均顯著影響價格合理性的感知。產品評價顯示價格合理性和利己動機對產品評價有高度之正向影響，但利他動機的影響則不顯著。此外，產品評價與口碑間存有顯著的正向影響。
Idol culture, especially prominent in South Korea, has become a global trend influencing consumer behavior and marketing strategies. This culture fosters intense admiration and support for celebrities, leading to dedicated fan communities. Fans, driven by loyalty to their idols, engage in various activities, such as purchasing endorsed products and participating in charitable acts initiated by idols. The influence of idol endorsements affects consumer preferences and behaviors, creating a unique blend of commercial and philanthropic marketing. This study focuses on BTS, a leading Korean idol group with a significant fan base in Taiwan, and the cause-related products they have launched. A survey of 564 BTS-aware individuals in Taiwan was conducted, followed by reliability analysis and multiple linear regressions. The findings reveal that fans exhibit higher egoistic motivation compared to non-fans, while altruistic motivation remains consistent across both groups.
Both motivations significantly impact perceptions of price justification. Product evaluation shows strong positive effects from price justification and egoistic motivation, but not from altruistic motivation. Additionally, there is a significant positive effect between product evaluation and word-of-mouth. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363070 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363070 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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