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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67068


    Title: 又愛又恨？流行意識與價格意識對女性消費者購買韓國商品行為影響之探討
    A Study on the Impact of the Fashion-consciousness and Price-consciousness on Female Consumers Purchasing Behavior of Korean Products
    Authors: 冒力維
    Contributors: 張卿卿
    郭貞
    黃振家
    冒力維
    Keywords: 流行意識
    消費者仇視
    韓國商品
    消費行為
    Date: 2013
    Issue Date: 2014-07-01 12:02:15 (UTC+8)
    Abstract: 根據台灣智庫國會政策中心於2012年12月委託趨勢民意調查的結果顯示，在美、日、韓、中等四個與台灣關係密切的國家中，台灣民眾最討厭韓國。這股反韓的情緒可追溯至2010年廣州亞運「楊淑君事件」，該事件使得台灣民眾對韓國開始產生憤恨難平的情緒，更進而發起抵制韓國商品的行動。然而，近年在韓國影視、娛樂文化的帶動下，韓國商品在台灣又逐漸蔚為風潮，因此形成了一種又愛又恨、矛盾的消費行為。

    本研究欲從消費者的「價格意識」與「流行意識」切入，探討是否對價格與流行較為敏感的消費者會喜愛購買韓國商品；此外，由於許多台灣消費者抱持著愛國、支持國貨以及憎惡韓國、抵制韓貨的觀念，因此將加入「消費者本國中心主義」與「消費者仇視」作為調節變項，以探討其對於韓國商品購買行為的影響。

    本研究共回收243份問卷，並同時利用描述性統計、階層迴歸分析，所得結果如下：

    一、 流行意識與購買韓國商品呈現正相關
    二、 消費者仇視與購買韓國商品呈現負相關
    三、 消費者仇視與流行意識的交互作用無法顯著預測購買韓國商品行為
    Reference: 一、 中文書目
    孔有美（2005）。〈韓流影響亞洲國家之分析-從訪韓觀光客之變化論述〉。政治大學社會學研究所碩士論文。

    蔡衣宜（2012）。〈原來不是每個人都想跟團！ 探討人格特質如何影響知覺風險並進而牽制團購行為〉。政治大學廣告研究所碩士論文。

    游惠雯（2010）。〈韓劇收視行為與購買韓國商品意願關係之研究—以我族主義為干擾變項〉。大葉大學管理學院碩士論文。


    二、 英文書目
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    Cui, A. P., Wajda, T. A., & Hu, M. Y. (2012). Consumer animosity and product choice: might price make a difference?. Journal of Consumer Marketing, 29(7), 494-506.

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    Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4), 73-93.

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    Sproles, G. B. (1979). Fashion: Consumer behavior toward dress. Minneapolis: Burgess Publishing Company.

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    Gutman, J., & Mills, M. K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: an integrative analysis. Journal of Retailing, 58(2), 64-86.

    Jung, K., Ang, S. H., Leong, S. M., Tan, S. J., Pornpitakpan, C., & Kau, A. K. (2002). A typology of animosity and its cross-national validation. Journal of Cross-Cultural Psychology, 33(6), 525-539.

    Klein, J. G., Ettenson, R., and Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China, Journal of Marketing, Vol. 62 (January), 89-100.

    Klein, J. G., & Ettensoe, R. (1999). Consumer animosity and consumer ethnocentrism: an analysis of unique antecedents. Journal of International Consumer Marketing, 11(4), 5-24.

    Klein, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 345-363.

    Kotler, P.(1999). Marketing Management: Analysis, planning implementation and control (9th ed.). New Jersey:Prentice-Hall.

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    Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., ... & Richards, L. (2006). The fashion‐conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.

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    Wan, F., Youn, S., & Fang, T. (2001). Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life. Advances in Consumer research, 28, 266-274.

    Walsh, G., MITCHELL, V. W., & HENNIG‐THURAU, T. H. O. R. S. T. E. N. (2001). German Consumer Decision‐Making Styles. Journal of Consumer Affairs, 35(1), 73-95.

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    Witkowski, T. (2000). Effects of animosity toward China on willingness to buy Chinese products. Managing in a turbulent international business environment, 470-7.

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    Description: 碩士
    國立政治大學
    廣告研究所
    101452004
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1014520041
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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