徐秀如Hsiu-JuHsu.PDFVIP

德明學報 第三十六卷第二期 民國 101 年 12 月 pp.27-38 青少年人格特質、偶像崇拜與服飾消費態度之探討 青少年人格特質、偶像崇拜與服飾消費態度之 探討 An Investigation of the Relationships among Adolescents’ Personalities, Idolism and Attitudes of Clothing Purchase 徐秀如 Hsiu-Ju Hsu 國立屏東科技大學 時尚設計與管理系副教授 Associate Professor, Department of Fashion Design and Management National Pingtung University of Science and Technology 摘要 本研究主要目的是以不同青少年人格特質對「偶像崇拜」為主體，藉由偶像明星的穿著打扮所帶來 刺激訊息中，了解不同青少年人格特質對於偶像崇拜與服飾商品消費行為之關係研究。有效問卷共 285 份。結果發現青少年消費者中不同的偶像崇拜程度與服飾消費態度有顯著差異；人格特質與服飾消費態 度有顯著相關；性別與服飾消費態度則無顯著差異。 關鍵字：偶像崇拜、人格特質、消費態度、青少年 Abstract The present study focused on adolescent consumers’ “idolism.” Through the information from the stimulation of idols’ dressing, the relationship between idol admiration and clothing purchasing behavior were investigated. There were total 285 valid questionnaires. The results showed that there were significant differences for the adolescent consumers between different levels of idolism and the attitudes of clothing purchase as well as the personalities and attitudes of clothing purchase. However, there were no significant differences for the adolescent consumers between genders and attitudes of clothing purchase. Keywords: Idolism, personality, attitudes of clothing purchase, adolescent 27 德明學報 第三十六卷第二期 壹、緒論 一、研究動機與背景 學者余德慧(1991)在「中國人的青春崇拜」一書中提及，百分之七十的青少年，心目中都有 特別崇拜的明星，在現今文化多元且複雜社會中，因時代的變遷，科技與傳播發展速度日益加 速，所以，青少年有更多的機會去模仿與學習他們所崇拜的對象。偶像是青少年認同、模仿的 楷