In recent years,Korean dramas brought the "Korean Idol Wave" in Taiwan,fans' Korean Idol worship also creates the Accessory product's consumption and the supplementary value.However,previous papers examined mostly about the teenagers' self identity.Thus,based on social identity theory,this study is tried to examine the effect among youth fans' Korean idol worship,perceived value and purchase intention of the accessory product.
Factor analysis indicates that youth fans' cognitive factors of idol worship and the perceived value of the accessory product.Apply independent samples t test and One-Way ANOVA to examine the effect between the different individual background variables upon idol worship and the perceived value of the accessory products.Then,using structural formula modeling (SEM) to find out the causal relationship of idol worship,perceived value,and purchase intention.
As learned from the research results,it is found that:1.Factor as "Behavioral Involvement" is considered as the most highly regarded cognition of idol worship by youthful fans; "Utilitarian Value" is reckoned as the most highly regarded factor of perceived value by youthful fans; while"recommendations to friends and relatives" and "priority buying my favorite Korean idol group's accessory products" are considered as the most highly regarded cognition of purchase intention.2.Youth fans that have the highest behavioral involvement of idol related activity can exert a significant impact upon idol worship and perceived value.3.The causal relationship among aspects of "Idol Worship","perceived value",and "purchases intention" is found to demonstrate the positive correlation