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標題: The Influence of Hip Hop on Materialism, Fashion Consciousness and Hedonism among Generation Y
作者: 葉家祺
Ye, Jia-Chi
出版社: 行銷學系所
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摘要: 隨著全球化的趨勢,嘻哈的魅力也一直在擴張,從原本由少數人所持有的次文化,現在躍上了主流文化之列,是當代全球年輕族群最喜愛的流行文化之一。也正因為如此,嘻哈所挾帶的龐大商機,是許多企業均想跟嘻哈搭上風的主要原因。然而,過去相關研究均只專注在嘻哈的負面議題以及文化發展方面,對於其商業面則較少提及。 廣義的嘻哈是個文化產物,但其尚包含了許多相關元素,其中含有大量饒舌成分的嘻哈樂則是嘻哈文化最基本的核心,其主要聽眾群則集中在青少年與年輕族群。本研究將以行銷面的觀點,並以Y世代族群為研究對象,來探討嘻哈樂對Y世代族群物質主義、流行意識與享樂主義之影響。之所以會選擇物質主義、流行意識與享樂主義來探究,主要是因為這些變項均與商業活動以及消費者行為息息相關。 而根據相關文獻的探討,本研究提出嘻哈會透過角色楷模、從眾行為與符號式消費來影響Y世代族群的物質主義、流行意識與享樂主義;此外,物質主義、流行意識與享樂主義此三者彼此也存在著影響關係。而樣本收集方面,本研究利用網路問卷的發放,最後有效問卷收回445份,並透過結構方程模式等資料分析方法的檢定,而其分析結果如下: 一、「嘻哈符號式消費」對「享樂主義」有顯著性的正向影響。 二、「嘻哈角色楷模」對「物質主義」有顯著性的正向影響。 三、「嘻哈從眾行為」對「流行意識」有顯著性的正向影響。 四、「享樂主義」對「物質主義」有顯著性的正向影響。 五、「物質主義」對「流行意識」有顯著性的正向影響。
Globalization has helped promote the expansion of Hip Hop, which originally used to be a subculture shared by minorities but now is one of the most popular mainstream cultures among young people all over the world. With Hip Hop's popularity, its strong commercial potential has also attracted many firms. However, previous studies almost focused on the negative issues and cultural developments of Hip Hop. There were few studies about the commercial issues of Hip Hop. Hip Hop is referred to the entire cultural constellation that accompanies many elements but stems largely from Hip Hop music which is largely rap. The main audiences for Hip Hop music are teenagers and young adults. From the viewpoint of marketing, this research will explore how Hip Hop music influences materialism, fashion consciousness and hedonism among Generation Y. The reason for taking materialism, fashion consciousness and hedonism into consideration is that they are closely related to marketing campaigns and consumer behavior. Based on the literature review, this research thinks role models, conformity and symbolic consumption of Hip Hop will influence materialism, fashion consciousness and hedonism among Generation Y respectively. In addition, this research thinks there may be relationships among materialism, fashion consciousness and hedonism. As for data collection, this research uses online questionnaires and finally collects 445 copies. Structural equation modeling and other analysis methods are adopted to test the hypotheses and the results are below. 1. Symbolic consumption of Hip Hop positively influences hedonism. 2. Role models of Hip Hop positively influence materialism. 3. Conformity of Hip Hop positively influences fashion consciousness. 4. Hedonism positively influences materialism 5. Materialism positively influences fashion consciousness.
其他識別: U0005-1707200818360800
Appears in Collections:行銷學系所



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