影響閱\讀行為的因素及其結果：以日系時尚女性雜誌為例
The Causes and Consequences of Viewing Behavior : A Study on Japanese Fashion Magazines

楊喻婷 、盧鴻毅 、侯心雅
Yu-Ting Yang、 Hung-Yi Lu、 Hsin-Ya Hou

本研究探討期望與評價、態度與社會規範對女大學生（n = 627）閱\讀日系時尚女性雜誌的影響，並探究閱\讀行為對日本流行時尚感及對日本流行時尚喜愛程度的影響。透過結構方程模式分析發現，對日系時尚女性雜誌的期望與評價、態度與社會規範分別正向地預測受訪者的日系時尚女性雜誌閱\讀行為；另外，日系時尚女性雜誌閱\讀行為也正向地預測受訪者的流行時尚感及對日本流行時尚的喜愛程度。

This cross-section study aims to elaborate how expectancy-value, attitude, and social norms influence viewing behavior of Japanese fashion magazines among female college students (n = 627) which, in turn, affect their perceived imperatives and likeness of Japanese fashion. The results of structural equation modeling show that expectancy-value, attitude, and social norms significantly and positively predict viewing behavior of Japanese fashion magazines. Additionally, viewing behavior of Japanese magazines significantly and positively predict perceived imperatives and likeness of Japanese fashion.

期望與評價，態度，日系時尚女性雜誌閱\讀行為，社會規範，流行時尚感，喜愛

Expectancy-value， attitude, social norm， viewing behavior of Japanese fashion magazine， perceived imperatives of Japanese fashion， likeness

已授權

讀行為的因素及其結果：以日系時尚女性雜誌為例.pdf