“Hallyu Wave” 即是我們所知的「韓流」。它指的是在近十年內，因韓國娛樂產業及韓劇及韓國流行音樂的盛行，在全世界突然快速成長的喜愛南韓流行文化人口。本研究主要是比較台灣人與印尼人對於韓國偶像團體的收藏品的動機、機會及能力對於消費者購買行為的影響。認知行為控制、主觀規範、認知及情感因素等也納入本研究來探討。由於過去文獻當未將這些會影響消費者對於韓國偶像團體的收藏品的相關因素一併探討，因而本研究之貢獻將有助於提供給學術界及實務界在以韓流情勢之下擬定較適當的行銷策略。
Hallyu Wave is also known as “Korean Wave”. It refers to the sudden increase in popularity of South Korean pop culture around the world in the last ten years, largely because of the Korean entertainment industry and the popularity of Korean drama and Korean pop music. This study studies motivation, opportunity, and ability towards Korean idol groups’ collectibles among Indonesian and Taiwanese consumers’ purchase intention towards Korean idol groups’ collectibles. Perceived behavioral control, subjective norms, cognitive, and affective factors are also added to this study. Since previous studies do not integrate relevant variables about the influences of Korean Wave to the intention of buying Korean idol groups’ collectibles, this study desires to fill in this research gap and provide meaningful contributions for both academic and practitioners to design appropriate marketing strategy by using Korean Wave.
The final respondents were 459 respondents; 257 from Indonesia and 202 from Taiwan. Factor analysis and reliability test were employed to test the robustness of all constructs. The results showed that all constructs have high factor loadings and reliability, thus, no questionnaire items were deleted. The data later were analyzed by employing regression for all variables to test the proposed hypotheses. The regression results of this study showed that all hypotheses proposed in this study are supported. Meanwhile, the comparison t-test results for Taiwanese and Indonesia showed that Taiwanese overall have higher results for all variables than Indonesian.
