政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/65354
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/65354


    Title: 影響閱讀行為的因素：以日系時尚女性雜誌讀者為例
    Authors: 楊喻婷;盧鴻毅;侯心雅
    Yang, Yu-Ting;Lu, Hung-Yi;Hou, Hsin-Ya
    Contributors: 新聞系
    Keywords: 期望與評價;態度;社會規範;喜愛;流行時尚感
    Expectancy and Evaluation;Attitude;Subjective Norms;Appreciation;Perception of Fashion
    Date: 2012.01
    Issue Date: 2014-04-15 10:33:13 (UTC+8)
    Abstract: 本橫斷面調查研究以台灣地區大學女生（n＝627）為研究對象，分析影響日系時尚女性雜誌閱讀行為的因素。多元階層迴歸分析發現，「對日系時尚女性雜誌的期望與評價」、「態度」、「社會規範」、「對日本流行時尚的喜愛程度」與「自我知覺的日本流行時尚感」均正向地預測受訪者的日系時尚女性雜誌閱讀行為。本研究也建議，後續研究可探究不同世代女性的時尚女性雜誌閱讀行為。
    This study aims to examine determinants of viewing behavior of Japanese fashion magazines among Taiwanese female college students. Using a multistage cluster sampling plan, respondents were drawn from ten colleges randomly selected from a pool of 156 colleges/universities in Taiwan. Six hundred and twenty female college students successfully completed the questionnaire. The results show that expectancy-value of characteristics of Japanese fashion magazines, attitude toward viewing Japanese fashion magazines, subjective norms, appreciation of Japanese fashion, and perceptions of Japanese fashion significantly predict viewing behavior of Japanese fashion magazines, respectively. This study also suggests that determinants of viewing behavior related to Japanese fashion magazines of different generations needs to be investigated in the future.
    Relation: 管理評論, 31(1), 45-63
    Data Type: article
    Appears in Collections:[Department of Journalism] Periodical Articles

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