| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 103 === ABSTRACT
The Korean Media culture industry produces a huge amount of societal values in Asia.With the vigorous development of the Korean entertainment industry in Taiwan, Korean drama stimulate a large demand for Korean product on Taiwan market.In recent years, the market of Korean drama product is expanding gradually. But in recent studies,the relationship between Korean Tv drama involvement and purchase intention of Korean Drama Products is still unclear. Therefore, the purpose of this study is to examine the moderator of generation in the relationship between the Korean Tv drama involvement and purchase intention of Korean Drama Products. The subjects surveyed in this study were those participating in the activities of Korean TV drama.A thesis survey questionnaire has been designed, and thereby provide decision makers with reference related to their industries. 400 copies of questionnaires were dispatched and 363 of them were valid. The effective response rate is 90%. Factor analysis, descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis, and other statistical methods are employed to acquire the study results as follows:
1. Korean Tv Drama Involvement has significantly positive influence
on purchase intention of Korean Drama Products.
2. Generation has moderating effect between Korean Tv Drama Involvement and purchase intention of Korean Drama Products.
Keywords: Involvement, Purchase intention, Generation
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