| Summary: | 碩士 === 佛光大學 === 傳播學系 === 107 ===
The issue of ethnic identity had heen focused to discuss in Taiwanese society. The ethnic issues, such as land justice or ethnic rejuvenation, have become more important in social transformation proces. Many people support Aboriginal culture, in addition to expressing their opinions on the streets. They also expressed to support for Aboriginal policies by purchasing relevant original cultural goods. This study combines the variables related to idol worship and planned behavior theory. Exploring the relationship between people buying Aboriginal singers to create songs and supporting Aboriginal cultural policies. The study mainly explores whether the personal worship and social worship of the people influence the attitude of purchasing the aboriginal singer’s songs. Whether attitude, subjective norms, and perceived behavioral control will influence the intent to purchase, as well as an aboriginal singer's creative behavior. Whether the intention to purchase an album will affect the support of the original policy.
The sampling method of this study was purposive sampling and 400 valid questionnaires were collected. Statistical methods included descriptive statistics, reliability analysis, validity analysis as well as Structural equation module analysis analysis. The study found that, social worship, and subject norms will impact attitudes,attitudes and subject norms will impact the intention to puschase. The perceivd behavioral control and the intention to puschase will impact to support ethnic songs policy. The public has more social worship, strong attitude towards the aboriginal folk language singer., the stronger purchase intention. The stronger the perceptual behavior of online search for aboriginal songs and the stronger purchase intention, the more support the policy of the aboriginal songs. Taiwan's aboriginal folk songs are a composite carrier of history, memory and culture. Multivariate collection of daily life experiences, from ancient collective singing to contemporary individual creation, singing is an important medium for the inheritance of aboriginal culture. Aboriginal songs must actively revitalize heritage through social cognition and cultural identity. Taiwan is a multicultural society and should respect the differences of ethnic groups. Maintain a sense of ethnic identity and converge on the consensus of the aboriginal society.
This study believes that should assist the public in the social worship of the aboriginal singers. It will provide more assistance for the revitalization of th e original national language songs and further support the Aboriginal policies.
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