| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系 === 107 === The purpose of this study is to investigate the degree of recognition and consumption behavior of Korean idol groups among teenagers in Chiayi. Questionnaire survey was conducted among high school students in Chiayi area, and statistical analysis was carried out according to the content of the questionnaire, using descriptive statistics, t test, One-Way ANOVA and regression analysis. Finally, we will make specific recommendations based on the research results, which will be provided to parents, manufacturers and future researchers for reference.
The study found that the gender, school, grade, disposable allowance, the time of worship of Korean idol groups, and the amount of money spent on purchases per month have some significant differential effect on "degree of recognition of Korean idol groups". The gender, school, disposable allowance, time of worship for Korean idol groups, and the amount of money spent on purchases per month also have some significant differential effect on "consumption behavior". However, the subject’s grade level has no significant differential effect on "consumption behavior".
Female subjects have higher "degree of recognition of Korean idol groups" and "consumption behavior" than men. Senior high school students "cognitive awareness" is higher than that of junior high school students. The "conformity purchase" of the junior high school students is higher than that of the senior high school students. The "personal evaluation" of the third-year students in the junior high school is higher than that of the first-year students in the junior high school. People with allowance more than $800 a month are higher in most check of "degree of recognition of Korean idol groups" and "consumption behavior" than those with allowance less than $800. Young people who have been worshipped for 31-48 months have a higher "degree of recognition of Korean idol groups" than those who have not been for 12 months. Young people who spend more than $100 a month are higher than the lower-cost ones in terms of "degree of recognition of Korean idol groups" and "consumption behavior".
Finally, through regression analysis, it is found that "degree of recognition of Korean idol groups" of teenagers has a positive influence on the "consumption behavior", and the effect of "behavioral involvement" on "consumption behavior" is the greatest.
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