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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/2873


    Title: Applying 3M Model to Fan's Behavior
    Authors: Siao-Huei Cian
    Contributors: Department of Leisure and Recreation Management
    Keywords: 3M Model;Fan;Personality Trait;Fan?s Identification
    Date: 2009
    Issue Date: 2009-11-16 16:06:32 (UTC+8)
    Publisher: Asia University
    Abstract: This study attempts to identify the traits which influence fan?s behaviors based on Mowen?s (2000) 3M model for the purpose of recognizing fans. Mowen (2000) proposed 3M model to categorize personality traits into four hierarchical levels, including elemental, compound, situational, and surface levels of traits. This study assigns traits which probably impact fan?s identification to one of four levels: big five personality to elemental level; need for arousal and need for identification to compound level; involvement and fashion innovativeness to situational level; fan?s identification to surface level. The objective of this study is to explore the interrelationships among four levels of traits. Our findings identified the associations among traits and the potential fans who have specific traits. Fan is an important and prevailing consumer behavior, yet it had been largely ignored by academicians. Our findings can offer marketers some implications related to market segmentation.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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