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| Title: | 韓國流行文創對消費者行為之影響 |
| Other Titles: | The Influence of Korean Pop Culture and Creation on Consumer Behavior |
| Authors: | 林士豔
LIN, SHIH-YEN |
| Contributors: | 張庭彰
CHANG, TIN-CHANG
經營管理學系碩士在職專班 |
| Keywords: | 韓流文化;奢侈品市場;消費者行為;社交媒體
Korean Wave Culture;Luxury Goods Market;Consumer Behavior;Social Media |
| Date: | 2023 |
| Issue Date: | 2023-11-22 02:05:22 (UTC+0) |
| Abstract: | 本研究專注於探討韓流文化對全球品牌經濟消費轉型所產生的深遠影響。近年來，韓國文化的全球傳播呈現出爆炸性的增長，其中，韓流文化以其獨特的魅力最為凸顯。韓流文化的崛起不僅顛覆了人們對於時尚與美學的傳統認知，更在全球品牌經濟體系中扮演著關鍵性角色。本研究透過深入的文獻回顧與問卷調查，旨在深入剖析韓流文化對全球品牌經濟消費轉型的影響，以Christian Dior（迪奧）為具體案例，並兼顧韓國明星作為品牌代言人所具備的影響力。在實證研究的過程中，本研究共發放320份問卷，並成功回收277份有效問卷。經過嚴謹的數據分析與解讀，本研究得出以下結論：一、 問卷受試者女性多於男性；年齡多位於20-30歲之間：職業以學生最多；月支配收入以11000-20000元最多：而受測者對於精品以香奈兒及迪奧最廣知曉。二、 經由本研究調查發現，年輕消費者對於喜愛的韓國偶像代言的產品，購買意願會增加，而代言人的形象會影響消費者購買產品與否且會影響產品品牌。三、 經由本研究調查發現，若有相似的產品，消費者會傾向購買油喜愛偶像代言的產品。針對上述研究結果，本研究提出各品牌願意斥鉅額請到韓星來代言是因為相中韓星的影響力，由於粉絲對於Idol的打扮以及身上的精品配件都會爭相效仿，因此藉由聘請代言人來達到品牌銷售目的及曝光度。總的來說，本研究為學術界和業界提供了關於韓流文化在全球品牌經濟消費轉型中的角色和影響的寶貴見解，並為未來的研究和品牌策略提供了基礎和參考。
This article discusses the impact of the Korean Wave culture on the transformation of global luxury goods consumption. In recent years, Korean culture has spread rapidly around the world, with the Korean Wave culture being the most prominent. The emergence of Korean Wave culture has changed people's perception of fashion and aesthtics, and has played an important role in the luxury goods economy. Tha rough literature review and questionnaire survey, this study analyzed in-depth the impact of Korean Wave culture on the transformation of global luxury goods consumption (using Dior as an example), including the influence of Korean celebrity endorsements. A total of 320 questionnaires were distributed, with 277 valid responses. The following conclusions were drawn from the analysis:First, female respondents were more than male, with most aged between 21-30 years old, and students being the most common occupation. The monthly disposable income of the respondents was mostly between 11,000-20,000 yuan, and Chanel and Dior were the most well-known luxury brands.Second, through this study, it was found that young consumers' willingness to purchase products endorsed by their favorite Korean idols would increase, and the image of the endorser would affect consumers' decision to buy the product and the brand.Third, through this study, it was found that if there were similar products, consumers would tend to buy the product endorsed by their favorite idols. Based on the above research results, this study suggests that brands are willing to spend huge sums of money on hiring Korean celebrities as endorsers because of their influence. Since fans tend to imitate the dress and accessories of their idols, hiring an endorser can help achieve brand sales goals and exposure. |
| Appears in Collections: | [經營管理學系 ] 博碩士論文
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