A Study of the Relationship Between Idolatry and Consumer Behavior of Miaoli Vocational High School Students-A Case of DHVS Students

• Main Authors: CHIU,CHING-YAO, 邱靜瑤
• Other Authors: CHIU,WEN-HSU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/98r9ru

碩士 === 育達科技大學 === 休閒事業管理系碩士班 === 106 === Abstract In the era of information explosion, teenagers tend to learn from and imitate the behavior of their idols. They purchase the idol-endorsed products to meet their mental needs and thus gradually develop their own values. The purpose of this study is to address the prevalent issues of teen idolatry and consumer behavior. This research is carried out in the form of questionnaires which adopt stratified random sampling. The subjects of this study are the students of National Da-Hu Agricultural and Industrial Vocational High School (DHVS). The effective number of the subjects surveyed is 458. The results of the surveys are analyzed with descriptive statistics, Independent Samples T-Test, and One-Way ANOVA correlation analysis, Pearson’s Product-Moment Correlation and Stepwise Multiple Regression Analysis . The results of the analysis can be used to find the relationships between vocational teen idolatry and their consumer behavior, as well as the differences among teens with diverse background variables. Research findings indicate that teen consumer behavior is positively affected by the idol identification-cognitive identification, affective identification and behavioral identification. According to the research outcomes, we got the following conclusions: (1) Vocational teens how high degree of idol identification, with “cognitive identification” at the highest. (2) Female students have a higher degree of idolatry than male students. (3) Vocational teens with better academic achievement have a higher degree of idolatry. (4) Parents' marital status, domestic economic status, and the amount of allowance show no influence on vocational teen idolatry. (5) Gender, parents' marital status, domestic economic status, academic achievement, and the amount of allowance show no influence on vocational teen consumer behavior. (6) Vocational teens’ behavioral identification of idolatry have the greatest influence on the total consumer behavior. (7) The higher the degree of vocational teen idolatry, the more active the purchasing behaviors. The findings hope to provide useful suggestions for the vocational high school teachers, parents and those engaging in the similar field for future research, for the purpose of helping vocational high school students with idolatry to have correct consumer behavior and values in a healthy environment.