| Reference: | 參考文獻
一、中文書目
王建旺（民87），「臺北市數位式行動電話消費者之市場區隔及其購買決買決策之研究」，交通大學管理科學研究所碩士論文，民國87年6月
王敏如（民89），「閱聽人與電視劇互動情形之探索：以兒童詮釋連續劇性別刻板印象」，世新大學傳播研究所碩士論文，民國89年6月
李素月（民90），「類型廣播電台品牌認同建構研究」，國立政治大學廣播電視研究所碩士論文，民國90年6月
呂惠富（民85），「產品涉入、購買涉入與品牌認同感理論模式之研究」，淡江大學國際企業學研究所碩士論文，民國85年6月
吳大松（民91），「情境因素對女性購買行為之影響」，臺灣大學商學研究所碩士論文，民國91年6月
吳淑玲（民85），「國中生偶像崇拜與價值觀關係之研究」，教育資料文摘（37）3:166-190、（37）4:157-175
吳瓊洳（民86），「國中學生偶像崇拜之研究」，輔導通訊，51期p.49-51
林建煌（民91），消費者行為，智勝，民國91年
林靈宏（民83），消費者行為，五南，民國83年初版
Wann, D. L.（1995）, “Preliminary validation of the Sport Fan otivation Scale,” Journal of Sport and Social Issues, 19, 377-396.
Weaver, D. T., and Oliver, M. B.（2000）, “Telivision Programs and Advertising: Measuring the Effectiveness of Product Placement Within Seinfeld,” Paper presented to the Mass Communication Division at the 50th annual conference of the International Communication Association ( ICA ), Acapulco, Mexico
邱志聖（民90），「策略行銷分析架構與實務應用」，智勝，民國90年初版
袁之琦、游恆山(民79)，心理學名詞辭典，臺北：五南圖書出版公司，民國79年
秦嘉菁（民88），「電視劇中家庭概念之呈現方式及閱聽人解讀型態之研究：以中視劇場─花系列節目為例」，國立政治大學廣播電視研究所碩士論文，民國88年6月
莊旻潔（民91），「群體規範、認知、認同對產品態度與忠誠度的影響─以青少年之偶像崇拜行為為例」，國立政治大學國際貿易學研究所所碩士論文，民國90年6月
陳雅婷（民91），「品牌認同感與所有權效果對品牌延伸評價之影響」，淡江大學管理科學碩究所碩士論文，民國91年6月
陳筑筠（民92），「國小中高年級學裡對電視卡通人物之認同與其相關研究」，國立新竹師範學院國民教育研究所碩士論文，民國92年1月
張春興（民76），心理學，台北市，東華書局，民國76年
許美惠（民89），「電影中產品置入之廣告效果」，文化大學新聞研究所碩士論文，民國89年
曾忠蕙（民90），「價格建構方式、廣告參考物與消費者認知需求對知覺價值與購買意願影響之研究」，實踐大學企業管理研究所碩士論文，民90年
郭為藩（民70），「電視影響兒童社會學習之研究」，師大教育研究所集刊，23，p.25-91，民國70年
楊文壽（民90），「行動電話手機消費者購買行為之涉入程度及購買決策之相關因素之關聯性研究」，交通大學經營管理研究所，碩士論文，民國90年6月
蔡琰（民81），「電視單元戲劇展現之社會」『廣播與電視』第一卷第三期，p41-66，民國81年
蔡琰（民88），「大學生電視劇審美體驗試析」『廣播與電視』第十四期，p.111-138，民國88年
蔡琰（民89），「電視劇：戲劇傳播的敘事理論」，台北：三民，民國89年
謝佳凌（民90），「電視劇迷在虛擬社群中的交談意義」，政大廣播電視研究所碩士論文，民國90年
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