| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 100 === The main purpose of this study is to understand Lady Gaga Fans'' consumption behavior. Using social identity theory as a basic to discuss the influential factors of fans’ identity salience, including attachment, involvement, self-discovery, maintaining interpersonal relationship, social enhancement and entertainment value. Then talk about fans’ identity salience and consumption behavior. This study regards the six factors that will effect fans’ identity salience as independent variables to understand the influential on fans’ identity salience and their consumption behavior.
The sample consists of 396 people collected from Internet, who is Lady Gaga;s fans. In addition, this study used Reliability and Validity analysis, Independent sample t-test, and One-way ANOVA to investigate whether demographic variables will cause significant difference in the variables of this study. Finally, this study used Multiple regression analysis to verify the hypotheses.
The result found that attachment, involvement, self-discovery, social enhancement and entertainment value have significant positive impact on Lady Gaga Fans'' consumption behavior; on the other hand, maintaining interpersonal relationship has significant negative impact on Lady Gaga Fans'' consumption behavior.
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