An analysis of personality relevant to meme of functional foods:based on expectancy-value theory
| Autor: | 邱奕軒 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 In recent years, the rapid development of Internet, a lot of information to be passed quickly, the network has also become a platform for a wide range of information, regardless of the correctness of the message or the nature of good and evil, are passed out through the Internet and the media, and then affect many people imitate, learn and follow-up, this phenomenon is called meme. Meme phenomenon has been widely used in advertising and marketing and publicity, has become a trend. Meme of the past in the relevant literature, most network-term meme formed to explore the phenomenon, so this study is relevant for the individual personality traits of health food meme phenomenon, and expected value theory as a basis for analysis.Department of the study have been used or is being used for health food consumers, as well as the network- related health food forum users to network questionnaire to collect data for the empirical study, a total of 252 valid questionnaires were recovered, and structural equation modeling to verify the hypotheses. The results of the study found that (1) personality traits, emotional stability with strict conscientiousness can predict the expectation factor (2) factors expected value factors that can positively predict with copying and transmission behavior (3) copying transfer behavior can positively predict . |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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