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| Title | BTS產品代言：善因行銷對於消費者將價格合理化之影響 BTS Product Endorsement: Can Cause-Related Marketing Help Consumers Justify Prices? |
| Creator | 曾韵雯 Tseng, Yun-Wen |
| Contributor | 朴星俊 Park, Sung-Jun 曾韵雯 Tseng, Yun-Wen |
| Key Words | 利己動機 利他動機 公益行銷 消費者行為 粉絲社群 Egoistic motivation Altruistic motivation Cause-Related marketing Consumer behavior Fan communities |
| Date | 2024 |
| Date Issued | 1-Apr-2025 12:20:22 (UTC+8) |
| Summary | 偶像文化，「韓流」席捲了全球，影響了消費者決策行為和市場策略的全球趨勢。這種文化培養了對名人的強烈崇拜和支持，形成了忠實的粉絲群體。粉絲們出於對偶像的忠誠，參與各種活動，如購買偶像代言的產品和參加由偶像發起的公益活 動。偶像代言的影響改變了消費者的喜好和行動，創造一種特有的商業和慈善營銷融合。本研究聚焦於韓國頂尖偶像團體，防彈少年團(BTS)，及其在台灣的龐大粉絲群體，並研究他們推出的公益產品。通過對台灣 564 名熟悉 BTS 的個體進行調查，並進行可靠性分析和多個多元線性回歸，研究發現粉絲的利己動機顯著高於非粉絲，而利他動機在兩組間保持一致。兩種動機均顯著影響價格合理性的感知。產品評價顯示價格合理性和利己動機對產品評價有高度之正向影響，但利他動機的影響則不顯著。此外，產品評價與口碑間存有顯著的正向影響。 Idol culture, especially prominent in South Korea, has become a global trend influencing consumer behavior and marketing strategies. This culture fosters intense admiration and support for celebrities, leading to dedicated fan communities. Fans, driven by loyalty to their idols, engage in various activities, such as purchasing endorsed products and participating in charitable acts initiated by idols. The influence of idol endorsements affects consumer preferences and behaviors, creating a unique blend of commercial and philanthropic marketing. This study focuses on BTS, a leading Korean idol group with a significant fan base in Taiwan, and the cause-related products they have launched. A survey of 564 BTS-aware individuals in Taiwan was conducted, followed by reliability analysis and multiple linear regressions. The findings reveal that fans exhibit higher egoistic motivation compared to non-fans, while altruistic motivation remains consistent across both groups. Both motivations significantly impact perceptions of price justification. Product evaluation shows strong positive effects from price justification and egoistic motivation, but not from altruistic motivation. Additionally, there is a significant positive effect between product evaluation and word-of-mouth. |
| 參考文獻 | Ackerman, P., Batson, C. D., Birch, K., Buckley, T., & Duncan, B. D. 1981. Is empathic emotion a source of altruistic motivation? Journal of Personality and Social Psychology, 40(2): 290-302. Adkins, S. 2012. Cause-related marketing: Who cares wins. In M. J. Baker (Ed.), The Marketing Book: 25-31. London: Routledge. Agyarko Sarpong, K., Amankwaa, G., Frimpong, O., Xu, W., Cao, Y., Ni, X., & Nkrumah, N. K. 2021. Consumers' purchasing intentions for efficient water-saving products: The mediating effects of altruistic and egoistic values. AQUA - Water Infrastructure, Ecosystems and Society, 70(2): 226-238. Aaker, J., & Williams, P. 1998. Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research, 25(3): 241-261. Alba, J. W., & Hutchinson, J. W. 1987. Dimensions of consumer expertise. Journal of Consumer Research, 13(4): 411-454. Bajdor, P., & Brzeziński, S. 2013. Cause related marketing as one of the sustainable marketing's dimensions – the essence and practical examples. Polish Journal of Management Studies, 2013(7): 90-101. Batson, C. D., Ahmad, N., & Tsang, J.-A. 2002. Four motives for community involvement. Journal of Social Issues, 58(2): 429-445. Batson, C. D., Coke, J. S., & McDavis, K. 1978. Empathic mediation of helping: A two-stage model. Journal of Personality and Social Psychology, 36(7): 752-766. Batson, C. D., O'Quin, K., Fultz, J., Vanderplas, M., & Isen, A. M. 1983. Influence of self- reported distress and empathy on egoistic versus altruistic motivation to help. Journal of Personality and Social Psychology, 45(3): 706-718. Batson, C. D., Ahmad, N., & Stocks, E. L. 2010. Four forms of prosocial motivation: Egoism, altruism, collectivism, and principlism. In D. Dunning (Ed.), Social motivation (1st ed., pp. 24). New York: Psychology Press. Bendapudi, N., Singh, S. N., & Bendapudi, V. 1996. Enhancing helping behavior: An integrative framework for promotion planning. Journal of Marketing, 60(3): 33-49. Birch, D., Memery, J., & De Silva Kanakaratne, M. 2018. The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food. Journal of Retailing and Consumer Services, 40: 221-228. Bolton, L. E., Warlop, L., & Alba, J. W. 2003. Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29(4): 474-491. Brunel, F. F., Manchanda, R. V., Nelson, M. R., & Supphellen, M. 2006. Effects of culture, gender, and moral obligations on responses to charity advertising across masculine and feminine cultures. Journal of Consumer Psychology, 16(1): 45-56. Bristol, T., Chakraborty, G., Lu, W., Mowen, J. C., & Wang, C. 2000. Alternative modes of self-construal: Dimensions of connectedness-separateness and advertising appeals to the cultural and gender-specific self. Journal of Consumer Psychology, 9(2): 107-115. Carlson, J. R., Kareklas, I., & Muehling, D. D. 2014. “I eat organic for my benefit and yours”: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1): 18-32. Chiou, J. S., Huang, C. Y., & Chuang, M. C. 2005. Antecedents of Taiwanese adolescents’ purchase intention toward the merchandise of a celebrity: The moderating effect of celebrity adoration. The Journal of Social Psychology, 145(3): 317-334. Chu, K. K., & Li, C. H. 2012. The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior. Qualitative and Quantitative, 46: 221-236. Clotfelter, C. T. 1985. Charitable giving and tax legislation in the Reagan era. Law and Contemporary Problems, 48(4): 197-212. Clutterbuck, D., & Dearlove, D. 1999. The interim manager: A new career model for the experienced manager. Financial Times Pitman Publishing. Cohen, J. B., & Golden, E. 1972. Informational social influence and product evaluation. Journal of Applied Psychology, 56(1): 54-59. Cronin Jr., J. J., Brady, M. K., & Hult, G. T. M. 2000. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): 193-218. Dodds, W. B. 1991. In search of value: How price and store name information influence buyers' product perceptions. Journal of Consumer Marketing, 8(2): 15-24. Elster, J. 2006. Chapter 3: Altruistic behavior and altruistic motivations. In S.-C. Kolm & J. Mercier Ythier (Eds.), Handbook of the Economics of Giving, Altruism and Reciprocity, 1: 183-206. Ferreira, D. A., Avila, M. G., & De Faria, M. D. 2010. Corporate social responsibility and consumers' perception of price. Social Responsibility Journal, 6(2): 208-221. Fullerton, G., & Taylor, S. A. 2002. Mediating interactive and non-linear effects in service quality and satisfaction with services research. Canadian Journal of Administrative Sciences, 19(2): 124-136. Gardner, M. P. 1984. Advertising effects on attributes recalled and criteria used for brand evaluations. Journal of Consumer Research, 10(December): 310-318. Gelb, B. D., & Zhang, Y. (1996). Matching advertising appeals to culture: The influence of products’ use conditions. Journal of Advertising, 25(3): 29-46. Green, T., & Peloza, J. 2014. How do consumers infer corporate social responsibility? The role of organisation size. Journal of Consumer Behaviour, 13(4): 282-293. Han, S.-P., & Shavitt, S. 1994. Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30(4): 326-350. Harel, I., & Kogut, T. 2015. Visceral needs and donation decisions: Do people identify with suffering or with relief? Journal of Experimental Social Psychology, 56: 24-29. Harrison-Walker, L. J. 2001. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1): 60-75. Hornsey, M. J. 2018. Social identity theory and self‐categorization theory: A historical review. Social and Personality Psychology Compass, 2(1): 204-222. Huddy, L. 2001. From social to political identity: A critical examination of social identity theory. Political Psychology, 22(1): 127-156. Kanwar, R., Olson, J. C., & Sims, L. S. 1981. Toward conceptualizing and measuring cognitive structures. In K. Monroe (Ed.), Advances in Consumer Research, Vol. 7: 122- 127. Ann Arbor, MI: Association for Consumer Research. KOTRA / Korea Cultural Industry Exchange Foundation. (2016). 2015 Study on the Economic Effects of the Korean Wave. Langdon, P., Lewis, T., & Clarkson, J. 2007. The effects of prior experience on the use of consumer products. Universal Access in the Information Society, 6(2): 179-191. Lee, B.-K., & Lee, W.-N. 2011. The impact of product knowledge on consumer product memory and evaluation in the competitive ad context: The item-specific-relational perspective. Psychology and Marketing, 28(4): 360-387. Lee, H.-M. 2020. The development and success factors of Korean POP music in Taiwan. In C. Tijus, T.-H. Meen, & C.-Y. Chang (Eds.), Education and awareness of sustainability (pp. 825-828). Proceedings of the 3rd Eurasian Conference on Educational Innovation 2020 (ECEI 2020), Hanoi, Vietnam, 5-7 February 2020. Monroe, K. B. 1976. The influence of price differences and brand familiarity on brand preferences. Journal of Consumer Research, 3(1): 42-49. Mueller, D. C. 1986. Rational egoism versus adaptive egoism as fundamental postulate for a descriptive theory of human behavior. Public Choice, 51: 3-23. Myers, B., & Kwon, W.-S. 2013. A model of antecedents of consumers’ post brand attitude upon exposure to a cause - brand alliance. 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An integrative theory of inter-group conflict. In M. J. Hatch & M. Schultz (Eds.), Organizational Identity: A Reader (pp. 56-65). Oxford Management Readers. Teas, R. K., & Agarwal, S. 2000. The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2): 278-290. Wang, S. 2006. Sports complex: The science behind fanatic behavior. APS Observer, 19(5): 26-32. Wang, Y., & Hazen, B. T. 2016. Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181(B): 460- 469. Weibel, C., Messner, C., & Brügger, A. 2014. Completed egoism and intended altruism boost healthy food choices. Appetite, 77: 38-45. Westbrook, R. A. 1987. Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3): 258-270. Wien, A. H., & Olsen, S. O. 2012. Evaluation context's role in driving positive word-of- mouth intentions. Journal of Consumer Behaviour, 11(6): 504-513. |
| Description | 碩士 國立政治大學 企業管理研究所(MBA學位學程) 111363070 |
| 資料來源 | http://thesis.lib.nccu.edu.tw/record/#G0111363070 |
| Type | thesis |
| dc.contributor.advisor | 朴星俊 | zh_TW |
| dc.contributor.advisor | Park, Sung-Jun | en_US |
| dc.contributor.author (Authors) | 曾韵雯 | zh_TW |
| dc.contributor.author (Authors) | Tseng, Yun-Wen | en_US |
| dc.creator (作者) | 曾韵雯 | zh_TW |
| dc.creator (作者) | Tseng, Yun-Wen | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 1-Apr-2025 12:20:22 (UTC+8) | - |
| dc.date.available | 1-Apr-2025 12:20:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Apr-2025 12:20:22 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0111363070 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/156478 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所(MBA學位學程) | zh_TW |
| dc.description (描述) | 111363070 | zh_TW |
| dc.description.abstract (摘要) | 偶像文化，「韓流」席捲了全球，影響了消費者決策行為和市場策略的全球趨勢。這種文化培養了對名人的強烈崇拜和支持，形成了忠實的粉絲群體。粉絲們出於對偶像的忠誠，參與各種活動，如購買偶像代言的產品和參加由偶像發起的公益活 動。偶像代言的影響改變了消費者的喜好和行動，創造一種特有的商業和慈善營銷融合。本研究聚焦於韓國頂尖偶像團體，防彈少年團(BTS)，及其在台灣的龐大粉絲群體，並研究他們推出的公益產品。通過對台灣 564 名熟悉 BTS 的個體進行調查，並進行可靠性分析和多個多元線性回歸，研究發現粉絲的利己動機顯著高於非粉絲，而利他動機在兩組間保持一致。兩種動機均顯著影響價格合理性的感知。產品評價顯示價格合理性和利己動機對產品評價有高度之正向影響，但利他動機的影響則不顯著。此外，產品評價與口碑間存有顯著的正向影響。 | zh_TW |
| dc.description.abstract (摘要) | Idol culture, especially prominent in South Korea, has become a global trend influencing consumer behavior and marketing strategies. This culture fosters intense admiration and support for celebrities, leading to dedicated fan communities. Fans, driven by loyalty to their idols, engage in various activities, such as purchasing endorsed products and participating in charitable acts initiated by idols. The influence of idol endorsements affects consumer preferences and behaviors, creating a unique blend of commercial and philanthropic marketing. This study focuses on BTS, a leading Korean idol group with a significant fan base in Taiwan, and the cause-related products they have launched. A survey of 564 BTS-aware individuals in Taiwan was conducted, followed by reliability analysis and multiple linear regressions. The findings reveal that fans exhibit higher egoistic motivation compared to non-fans, while altruistic motivation remains consistent across both groups. Both motivations significantly impact perceptions of price justification. Product evaluation shows strong positive effects from price justification and egoistic motivation, but not from altruistic motivation. Additionally, there is a significant positive effect between product evaluation and word-of-mouth. | en_US |
| dc.description.tableofcontents | Acknowledgement i 摘要 ii Abstract iii Chapter1 – Introduction 1 Chapter 2 – Literature Review 3 2.1 Social-Identity 3 2.2 Exploring motivations: altruism versus egoism in public welfare support 4 2.3 Cause-related marketing 5 2.4 Price justification 7 2.5 Product evaluation 8 2.6 Word-of-mouth 8 Chapter 3 – Hypothesis 10 3.1 Influence of fan identification on purchasing motivation 10 3.2 Influence of purchasing motivation on price justification and product evaluation 11 3.3 Influence of price justification on product evaluation 13 3.4 Influence of product evaluation on WOM 14 Chapter 4 – METHODS 15 4.1 Data collection and sampling 15 4.2 Survey design 16 4.3 Analysis 18 4.4 Results 18 4.4.1 Demographic profiles 18 4.4.2 Measurement model 19 4.4.3 Findings 22 Chapter 5 – GENERAL DISCUSSION 23 5.1 Theoretical implications 24 5.2 Managerial implications 25 5.3 Limitations and future research topics 26 Appendix 27 References 31 | zh_TW |
| dc.format.extent | 1831642 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0111363070 | en_US |
| dc.subject (關鍵詞) | 利己動機 | zh_TW |
| dc.subject (關鍵詞) | 利他動機 | zh_TW |
| dc.subject (關鍵詞) | 公益行銷 | zh_TW |
| dc.subject (關鍵詞) | 消費者行為 | zh_TW |
| dc.subject (關鍵詞) | 粉絲社群 | zh_TW |
| dc.subject (關鍵詞) | Egoistic motivation | en_US |
| dc.subject (關鍵詞) | Altruistic motivation | en_US |
| dc.subject (關鍵詞) | Cause-Related marketing | en_US |
| dc.subject (關鍵詞) | Consumer behavior | en_US |
| dc.subject (關鍵詞) | Fan communities | en_US |
| dc.title (題名) | BTS產品代言：善因行銷對於消費者將價格合理化之影響 | zh_TW |
| dc.title (題名) | BTS Product Endorsement: Can Cause-Related Marketing Help Consumers Justify Prices? | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Ackerman, P., Batson, C. D., Birch, K., Buckley, T., & Duncan, B. D. 1981. Is empathic emotion a source of altruistic motivation? Journal of Personality and Social Psychology, 40(2): 290-302. Adkins, S. 2012. Cause-related marketing: Who cares wins. In M. J. Baker (Ed.), The Marketing Book: 25-31. London: Routledge. Agyarko Sarpong, K., Amankwaa, G., Frimpong, O., Xu, W., Cao, Y., Ni, X., & Nkrumah, N. K. 2021. Consumers' purchasing intentions for efficient water-saving products: The mediating effects of altruistic and egoistic values. AQUA - Water Infrastructure, Ecosystems and Society, 70(2): 226-238. Aaker, J., & Williams, P. 1998. Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research, 25(3): 241-261. Alba, J. W., & Hutchinson, J. W. 1987. Dimensions of consumer expertise. Journal of Consumer Research, 13(4): 411-454. Bajdor, P., & Brzeziński, S. 2013. Cause related marketing as one of the sustainable marketing's dimensions – the essence and practical examples. Polish Journal of Management Studies, 2013(7): 90-101. Batson, C. D., Ahmad, N., & Tsang, J.-A. 2002. Four motives for community involvement. Journal of Social Issues, 58(2): 429-445. Batson, C. D., Coke, J. S., & McDavis, K. 1978. Empathic mediation of helping: A two-stage model. Journal of Personality and Social Psychology, 36(7): 752-766. Batson, C. D., O'Quin, K., Fultz, J., Vanderplas, M., & Isen, A. M. 1983. Influence of self- reported distress and empathy on egoistic versus altruistic motivation to help. Journal of Personality and Social Psychology, 45(3): 706-718. Batson, C. D., Ahmad, N., & Stocks, E. L. 2010. Four forms of prosocial motivation: Egoism, altruism, collectivism, and principlism. In D. Dunning (Ed.), Social motivation (1st ed., pp. 24). New York: Psychology Press. Bendapudi, N., Singh, S. N., & Bendapudi, V. 1996. Enhancing helping behavior: An integrative framework for promotion planning. Journal of Marketing, 60(3): 33-49. Birch, D., Memery, J., & De Silva Kanakaratne, M. 2018. The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food. Journal of Retailing and Consumer Services, 40: 221-228. Bolton, L. E., Warlop, L., & Alba, J. W. 2003. Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29(4): 474-491. Brunel, F. F., Manchanda, R. V., Nelson, M. R., & Supphellen, M. 2006. Effects of culture, gender, and moral obligations on responses to charity advertising across masculine and feminine cultures. Journal of Consumer Psychology, 16(1): 45-56. Bristol, T., Chakraborty, G., Lu, W., Mowen, J. C., & Wang, C. 2000. Alternative modes of self-construal: Dimensions of connectedness-separateness and advertising appeals to the cultural and gender-specific self. Journal of Consumer Psychology, 9(2): 107-115. Carlson, J. R., Kareklas, I., & Muehling, D. D. 2014. “I eat organic for my benefit and yours”: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1): 18-32. Chiou, J. S., Huang, C. Y., & Chuang, M. C. 2005. Antecedents of Taiwanese adolescents’ purchase intention toward the merchandise of a celebrity: The moderating effect of celebrity adoration. The Journal of Social Psychology, 145(3): 317-334. Chu, K. K., & Li, C. H. 2012. The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior. Qualitative and Quantitative, 46: 221-236. Clotfelter, C. T. 1985. Charitable giving and tax legislation in the Reagan era. Law and Contemporary Problems, 48(4): 197-212. Clutterbuck, D., & Dearlove, D. 1999. The interim manager: A new career model for the experienced manager. Financial Times Pitman Publishing. Cohen, J. B., & Golden, E. 1972. Informational social influence and product evaluation. Journal of Applied Psychology, 56(1): 54-59. Cronin Jr., J. J., Brady, M. K., & Hult, G. T. M. 2000. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): 193-218. Dodds, W. B. 1991. In search of value: How price and store name information influence buyers' product perceptions. Journal of Consumer Marketing, 8(2): 15-24. Elster, J. 2006. Chapter 3: Altruistic behavior and altruistic motivations. In S.-C. Kolm & J. Mercier Ythier (Eds.), Handbook of the Economics of Giving, Altruism and Reciprocity, 1: 183-206. Ferreira, D. A., Avila, M. G., & De Faria, M. D. 2010. Corporate social responsibility and consumers' perception of price. Social Responsibility Journal, 6(2): 208-221. Fullerton, G., & Taylor, S. A. 2002. Mediating interactive and non-linear effects in service quality and satisfaction with services research. Canadian Journal of Administrative Sciences, 19(2): 124-136. Gardner, M. P. 1984. Advertising effects on attributes recalled and criteria used for brand evaluations. Journal of Consumer Research, 10(December): 310-318. Gelb, B. D., & Zhang, Y. (1996). Matching advertising appeals to culture: The influence of products’ use conditions. Journal of Advertising, 25(3): 29-46. Green, T., & Peloza, J. 2014. How do consumers infer corporate social responsibility? The role of organisation size. Journal of Consumer Behaviour, 13(4): 282-293. Han, S.-P., & Shavitt, S. 1994. Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30(4): 326-350. Harel, I., & Kogut, T. 2015. Visceral needs and donation decisions: Do people identify with suffering or with relief? Journal of Experimental Social Psychology, 56: 24-29. Harrison-Walker, L. J. 2001. 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