| 摘要: | 近年偶像文化深度嵌入年輕族群的自我形象建構與消費日常，韓流作為高度集中的「偶像崇拜」場域，使得「虛榮特質—偶像崇拜—情感—消費反應」的心理機制更值得被系統性釐清。然而，既有研究多聚焦偶像崇拜對單一消費結果的影響，較少同時從前因（如虛榮特質）與歷程（正/負向情感）角度建構中介機制，亦較缺乏對偶像內容框架與產品類型（提升外在/提升內在)之配適效應的整合驗證。 本研究以國內大專院校學生為對象，採2 x 2組間實驗設計，操弄偶像介紹影片框架並搭配不同產品類型廣告，受試者配戴腦波儀觀看刺激後填答問卷，並結合路徑分析（PLS）、 MANOVA與多群組分析進行檢驗。本研究共分為六個研究：研究一建立整體路徑
模型，檢驗虛榮特質如何影響偶像崇拜，以及偶像崇拜進一步影響情感與廣告效果；研究二以正向與負向情感為中介，檢定「偶像崇拜→情感反應→廣告效果」之間接機制；研究三以多群組分析檢驗不同框架與產品類型情境路徑係數是否存在差異；研究四以一致/不一致配置檢驗「偶像介紹框架x產品屬性」交互作用是否造成差異；研究五以MANOVA檢驗腦波在不同條件下的即時差異；研究六則以「雙重驗證」方式比對EEG與問卷結果，檢視客
觀指標與主觀評估的一致性。
本研究結果顯示（1）外表虛榮可顯著正向預測偶像崇拜，而成就虛榮未呈穩健顯著影響（2）偶像崇拜會提升正向情感並降低負向情感（3）在廣告效果上，正向情感可提升廣告態度與產品態度，但未必直接轉化為購買意願（4）負向情感對廣告效果之影響亦未獲支持（5）就「偶像介紹框架x產品屬性」配置而言，框架一致性對態度與意圖未呈顯著優勢，但不一致組在腦波專注與放鬆反應上高於一致組，顯示「適度不一致」可能提升心理反應與訊息處理強度（6）產品類型呈現調節作用：提升內在型產品情境下，情感較難轉化為態度與意圖；提升外在型產品情境下，正向情感可同時提升廣告態度、產品態度與購買意願。本研究從虛榮特質、情感歷程到神經反應提供整合證據，並對偶像行銷之框架策略與產品訴求配置提出具體可操作之建議。;In recent years, idol culture has become deeply embedded in young people’s identity construction and everyday consumption. As a highly concentrated arena of idol worship, the Hallyu (Korean Wave) context makes the psychological mechanism of “vanity traits–idol worship–affect-consumer responses” particularly worthy of systematic clarification. However, prior studies have largely focused on the impact of idol worship on a single consumption outcome, and have less often developed a mediation mechanism that simultaneously considers antecedents (e.g., vanity traits) and processes (positive/negative affect). Moreover, integrated tests of fit effects between idol-content framing and product types (outer-enhancement vs. inner-enhancement) remain limited.
This study recruited Taiwanese university students and adopted a 2×2 between-subjects experimental design. Idol-introduction video framing was manipulated and paired with
advertisements for different product types. Participants wore an EEG device while viewing the stimuli and then completed a questionnaire. Analyses combined PLS path analysis, MANOVA, and multi-group analysis. The thesis comprises six studies: Study 1 established the overall path model to examine how vanity traits influence idol worship and how idol worship further affects affective
responses and advertising effectiveness; Study 2 tested the indirect mechanism of “idol worship → affect → advertising effectiveness” with positive and negative affect as mediators; Study 3 used multi-group analysis to assess whether path coefficients differed across framing and product-type contexts; Study 4 tested whether congruent versus incongruent configurations produced differences
by examining the interaction between “framing × product attributes”; Study 5 employed MANOVA to test real-time differences in EEG-based Attention and Meditation across conditions; and Study 6 adopted a “dual-validation” approach to compare EEG indicators with questionnaire measures and
evaluate the consistency between objective indices and subjective evaluations.
The results indicate that (1) physical-appearance vanity significantly and positively predicts idol worship, whereas achievement vanity does not show a robust significant effect; (2) idol worship increases positive affect and decreases negative affect; (3) regarding advertising
effectiveness, positive affect enhances ad attitude and product attitude but does not necessarily translate into purchase intention; (4) the effects of negative affect on advertising effectiveness are not supported; (5) for the “idol-framing × product-attribute” configuration, framing congruency shows no significant advantage for attitudes or intentions, but the incongruent group exhibits higher
EEG-based attention and relaxation responses than the congruent group, suggesting that “moderate incongruency” may strengthen psychological responses and message processing; and (6) product type plays a moderating role: in the inner-enhancement product context, affect is less likely to
convert into attitudes and intentions, whereas in the outer-enhancement product context, positive affect simultaneously increases ad attitude, product attitude, and purchase intention. Overall, this research provides integrated evidence spanning vanity traits, affective processes, and
neurophysiological responses, and offers actionable implications for framing strategies and product appeal alignment in idol marketing. |
