English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 111321/142230 (78%)
Visitors : 48409025      Online Users : 854
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/49496
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49496


    Title: 台北地區年輕女性「生活雜貨」消費經驗初探:符號、體驗、美學與自我
    An Exploratory Research of "zakka" consumption
    Authors: 徐唯曦
    Contributors: 黃光玉
    徐唯曦
    Keywords: 生活雜貨
    符號消費
    體驗消費
    美感體驗
    生活美學
    自我認同
    Date: 2009
    Issue Date: 2010-12-08 12:37:22 (UTC+8)
    Abstract: 「生活雜貨」常被指陳為日常生活中的一切用品,但它的意涵逐漸深化,揭
    示了它所具有的無形的意義,以及這些意義與消費者的關係。「生活雜貨」也涉及了消費者整體的居家生活方式與美感呈現,其使消費者得以形塑或維持自我認同。因而本研究認為「生活雜貨」的消費具有符號消費與體驗消費的特性,不但反映消費者的生活美學,也影響消費者的自我認同。因此,本研究主要在探究「生活雜貨」符號消費與體驗消費的形貌與特性,並透過「生活雜貨」的消費經驗,試圖探析消費者的生活美學與自我認同。

    根據以上前提,本研究的研究問題分為以下四點:(一)消費者喜愛「生活
    雜貨」的原因為何?對他們來說,「生活雜貨」的魅力與價值何在?具有什麼樣的文化或符號意義?(二)在「生活雜貨」的整個消費過程中,消費者擁有何種體驗?過程中所呈現的美感具有何種特性?(三)喜愛「生活雜貨」的消費者擁有何種生活美學與態度?(四)透過「生活雜貨」的消費與體驗,消費者維持與建構出什麼樣的自我?「生活雜貨」在消費者的自我認同中扮演什麼樣的角色?

    本研究使用深度訪談法,並將受訪者鎖定在「生活雜貨」消費群體之最大宗
    -「台北都會地區單身女性」。透過11 位受訪者的訪談資料,本研究發現在「生活雜貨」符號消費下,受訪者追求的是關於理想的生活,包含「條理生活的構成」、「風格生活的組合」、「情感生活的建立」與「美感生活的體驗」四種消費形貌,反映的是「生活雜貨」不但讓受訪者料理生活大小事,更提供多種選擇與搭配,為空間增添生活的味道,甚至幫助受訪者去想像、體驗另一種理想的生活形貌。

    再者,「生活雜貨」消費過程也是一種美感體驗,體現出一種隨性、放鬆的消費過程。此外,本研究發現最能創造豐富體驗與感受的是「小店」,其不但能提供受訪者預期外的驚喜,也具有個別特色、故事,與展店或創作的理念。而在「生活雜貨」消費所反映的生活美學上,其所引發的美感特性包含了簡單、自然、混搭、氣氛、獨特、意義與人情等七個要素,並也同時座落於受訪者
    居家空間的想像與嚮往,亦反映了受訪者對於自我的認同,包含「自在的我,自由的生活」與「豐富的我,豐盛的生活」這兩個認同構面,即是愛好簡單、自然,並熱愛品味生活、體會生活細節的人格特質。

    因此,透過「生活雜貨」,受訪者得以對自己生存的空間與環境進行源源不
    絕的營造行為,進而追求心目中理想的生活型態。「生活」因而是一種動態經
    營,而非靜態的存在。透過「生活雜貨」符號性與體驗性的意義,「美感生活」成為受訪者消費主體之所在,甚至會透過生活美學來建立一個美感群體。
    Reference: Dufrenne, M.著(1980)。孫非譯(1987)。《美學與哲學》。台北:五洲。
    John Berger(1972)。戴行鋮譯(1993)。《藝術觀賞之道》。台北:台灣商務。
    Marcus, C. C.(1995)。徐詵思譯(2000)。《家屋,自我的一面鏡子》。台北:
    張老師文化事業
    Mrs.f/Felissimo(フェリシモ)著(2004)。李毓昭譯(2006)。《Voyage!旅行世
    界瘋雜貨:旅行中,時時刻刻尋找可愛的東西和快樂的事情》。台北:太雅。
    Rapoport, A. (1982)。施植明譯(1996)。《建築環境的意義---非語言的交流途
    徑》。台北:田園城市文化
    三采文化編輯群(2007)。《創意雜貨市集902 Zakka of living》。台北:三采文化。
    中國時報編輯群(2008 年11 月1 日)。〈雜貨也賣生活態度〉,《中國時報》,頁
    E2。
    米力(1999)。《米力生活雜貨舖》。台北:角色文化。
    吳昭怡(2004)。〈生活美學戰,精緻開打〉,《天下雜誌》,307。台北:天下。
    李安君(2006 年10 月18 日)。〈把東京生活品味買回家〉,《中國時報》,頁E6。
    李御守著(2008)。沈文訓譯。《日本人的縮小意識-豆物狂的傳奇》。台北:漫
    遊者文化。
    許宏榮(2004)。〈外觀和感覺讓生活更有趣〉,《風格美感經濟學》。台北:商智。
    郭清波(1998)。〈鑑往知來掌握生活雜貨契機〉,《商業現代化》,26,25-26。
    郭萬錦(1998)。〈生活商品多元發展現況〉,《商業現代化》,26,30-32。
    黃筱威(2000)。《東京台北逛雜貨》。台北:朱雀文化。
    葉怡蘭(2000)。《Yilan`s 幸福雜貨鋪》。台北:皇冠。
    廖惠萍(2007)。《雜貨@東京》。台北:麥浩斯資訊。
    劉維公(2001)。〈當代消費文化社會理論的分析架構:文化經濟學、生活風格與
    生活美學〉,《東吳社會學報》,11,113-136。
    劉維公(2006)。《風格社會》。台北:天下。
    蔣佩珊(2008)。《雜貨商品的插畫圖案應用於手工拼貼兒童圖畫書創作研究》。
    銘傳大學設計創作研究所碩士論文。
    蕭新煌、劉維公(2001)。《迎接美感社會的來臨:現代社會生活與美感》。台北:
    國立台灣藝術教育館。
    韓叢耀(2005)。《圖像傳播學》。台北:威士曼文化。
    Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
    Aaker, D. A. (1996). Building Strong Brand. New York: The Free Press.
    Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research,
    34, 347-356.
    Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer
    Research, 15, 139-168.
    Bocock, R. (1993) Consumption. London: Routledge
    Bronfenbrenner, U. (1960). Freudian theories of identification and their derivatives.
    Child Development, 31, 15-40.
    Brubaker, R. & Cooper, F. (2000). Beyond identity. Theory and Society, 29(1), 1-47.
    Campbell, C. (1983). Romanticism and the Consumer Ethic: Intimations of a
    Weber-style Thesis. Sociological Analysis, 44(4), 279-295.
    Campbell, C. (1987). The Romantic Ethic and the Spirit of Modern Consumerism.
    Oxford: Basil Blackwell.
    Campbell, C. (1995). The Sociology of Consumption. In D. Miller (eds),
    Acknowledging Consumption: A Review of New Studies,96-126. London: Routledge.
    Chernatony, L. D. & McWilliam, G. (1989). The Varying Nature of Brands as Assets:
    Theory and Practice. International Journal of Advertising, 8(4), 339-350.
    Cova, B. (1997). Community and consumption-Towards a definition of the “linking
    value” of product or services. European Journal of Marketing, 31(3/4), 297-316.
    Dittmar, H. (1992). The Social Psychology of Material Possessions: To have is To Be.
    New York: St. Martin Press.
    Douglas, M. & Isherwood, B. (1979). The World of Goods. New York: Basic Books.
    Doyle, P. (1990). Building Successful Brand. Journal of Consumer Marketing,7, 5-20.
    Dunn, R. (1986). Television, Consumption and the Commodity Form. Theory, Culture
    and Society, 3(1), 49-64.
    Elliott, R. (2004). Make up people: Consumption as a symbolic vocabulary for the
    construction of identity. In K. M. Ekstrom & H. Brembeck (eds.), Elusive
    Consumption, 129-143. Oxford, UK: Berg.
    Erikson, E. H. (1950). Childhood and Society. New York: W. W. Norton.
    Falk, P. & Campbell, C. (1997). The Shopping Experience. London: Sage.
    Featherstone, M. (1991). Consumer Culture and Postmodernism. London: Sage.
    Foote, N. N. (1951). Identification as the Basis for a Theory of Motivation. American
    Sociological Review, 16(1), 14-21.
    Giddens, A. (1991). Modernity and Self-identity: Self and Society in the Late Modern
    age. Cambridge: Polity Press.
    188
    Goffman, E. (1959). The Presentation of Self in Everyday Life. Garden City, NY:
    Doubleday Anchor.
    Hall, S. (1990). Cultural Identity and Diaspora. In J. Rutherford (eds.) Identity:
    Community, Culture, Difference, 222-237. London: Lawrence & Wishart.
    Hall, S. (1996). Introduction: Who needs identity. In S. Hall & P. du Gay (eds.),
    Questions of cultural identity, 1-17. London: Sage.
    Hawskin, D., Best, R. J. & Coney, K. A. (1998). Consumer Behavior: Building
    Marketing Strategy. Boston: McGraw-Hill.
    Heidegger, M. (1971). Building, Dwelling, Thinking. In Poetry, language, thought.
    New York: Harper & Row.
    Holbrook, M. B. (1999). Consumer Value: A framework for analysis and research.
    London: Routledge.
    Holt, D. B. (2004). How Brands Become Icons: The Principles of Cultural Branding.
    Boston: Havard Business School Press.
    Jameson, F. (1991). Postmodernism or, the Cultural Logic of Late Capitalism. London:
    Verso.
    Jenkins, R. (1996). Social identity. London: Routledge.
    Kainz, F. (1962). Aesthetics the Science. Detroit: Wayne State University Press.
    Kaori Shoji (2001, May 15). More Than a Consumer Fad, It`s the Art of Finding
    Savvy in the Mundane : Japan`s Zakka:What`s in a Word?, The New York Times, from:
    http://www.nytimes.com/2001/05/15/style/15iht-kaori_ed2_.html
    Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based
    Brand Equity. Journal of Marketing, 57, 1-22.
    Kellner, D. (1992). Popular culture and the construction of postmodern identities’. In
    Lash, S. & Friedman, J. (eds.), Modernity and Identity, 141-177. Oxford: Basil
    Blackwell.
    189
    Leary, M. R. & Kowalsky, R. M. (1990). Impression Management: Literature Review
    and Two-Component Model. Psychology Bulletin, 107(1), 34-47.
    Lefebvre, H. (1974). The Production of Space. Oxford: Basil Blackwell.
    Lehtonen, T. & Maenpaa, P. (2007). Shopping in the East Centre Hall. In Falk, P. &
    Campbell, C. (eds). The Shopping Experienc,136-165. London: Sage.
    Leventhal, R. C. (1996). Branding Strategy. Business Horizons, 39, 17-23.
    Levy, S. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124.
    Maffesoli, M. (1996). The Time of the Tribes: the Decline of Individualism in the
    Mass Society. London: Sage.
    Maquet, J. (1986). The aesthetic experience an anthropologist looks at the visual arts.
    New Heaven: Yale University Press.
    Marcia, J. E. (1980). Identity in adolescence. In J. Adelson (eds.), The Handbook of
    Adolescence Psychology(pp. 159-187). New York: Wiley.
    McCall, G. J. & Simmons, J. L. (1978). Identities and Interactions. New York: Free
    Press
    McCracken, G. (1986). Culture and consumption: A theoretical account of the
    structure and movement of the cultural meaning of consumer goods. Journal of
    Consumer Research, 13, 71-84.
    McCracken, G. (1987). Culture and Consumption among the Elderly: Three Research
    Objectives in an Emerging Field. Aging and Society, 7(2), 203-224.
    Mick, D. G. & Buhl, C. (1992). A meaning-based model of advertising experiences.
    Journal of Consumer Research, 19, 317-338.
    Miller, D. (1987). Material Culture and Mass Consumption. Oxford: Basil Blackwell.
    Miller, D. (1995). Acknowledging Consumption: A Review of New Studies. London:
    Routledge.
    Pine, B. J. & Gilmore, J. H. (1998). The Experience Economy: Work is theatre &
    every business a stage. Boston: Harvard Business School Press.
    Richins, M. L. (1999). Possessions, materialism, and other-directedness in the
    expression of self. In Holbrook, M. B. (eds.), Consumer Value: A framework for
    analysis and research (pp. 85-104). London: Routledge.
    Ritson, M. & Elliott, R. (1999). The social uses of advertising: An ethnographic study
    of adolescent advertising audiences. Journal of Consumer Research, 26, 260-277.
    Rose, G. (2001). Visual methodologies: an introduction to the interpretation of visual
    materials. London: Sage.
    Rosenberg, M. (1989). Self-concept Research: A Historical Overview. Social Forces,
    68, 34-44.
    Sartre, J. (1943). Being and Nothingness: A Phenomenological Essay on Ontology.
    New York: Philosophical Liberty.
    Sarup, M. (1996). Identity, Culture, and the Postmodern World. Edinburgh: Edinburgh
    University Press.
    Schlenker, B. R. (1985). Identity and self-identification. In B. R. Schlenker. (eds.),
    The self and social life(pp. 65-99). New York: McGraw-Hill.
    Schlenker, B. R. (1986). Self-identification: Toward an integration of the private and
    public self. In RI F. Baumeister (eds.), Public self and private self (pp. 21-62). New
    York: Springer-Verlag.
    Schulz, C. (1985). The Concept of Dwelling: On the Way to Figurative Architecture.
    New York: Rizzoli.
    Simmel, G. (1903). The metropolis and mental life. Reprinted in Levine, D. [1971]
    Georg Simmel On Individuality and Social Form. Chicag: Chicago University Press.
    Sirgy, M. J. (1982). Self concept in consumer behavior: A critical review. Journal of
    Consumer Research, 9, 287-300.
    191
    Stone, G. P. (1962). Appearance and self. In M. R. Arnold (eds.), Human behavior
    and social processes: An interactionist approach(pp. 86-118). Boston: Houghton
    Mifflin.
    Storey, J. (1999). Cultural consumption and everyday life. New York: Oxford
    University Press.
    Strauss, A. L. (1959). Mirrors and masks: The search for identity. Glencoe: Free
    Press.
    Veblen, T(. 1899).The Theory of the Leisure Class: An Economic Study of Institutions.
    New York: Macmillan.
    Vincent, L. (2002). Legendary Brands: Unleashing the Power of Storytelling to
    Create a Winning Marketing Strategy. Chicago: Dearborn.
    Vryan, K. D., Patrica, A. A., & Adler, P. (2003). Identity. In Reynolds, L, T. &
    Herman-Kinney, N. J. (eds.), Handbook of Symbolic Interaction(pp. 367-390).
    AltaMira Press.
    Wagner, J. (1999). Aesthetic value: Beauty in art and fashion. In M. B. In M. B.
    Holbrook (eds.), Consumer value: A framework for analysis and research, 126-146.
    New York: Routledge.
    Welsch, W. (1997). Undoing Aesthetics. London: Sage
    Wenger, E. (1998). Community of Practice: Learning, Meaning, and Identity. UK:
    Cambridge University Express.
    Wicklund, R. A. & Gollwitzer, P. M. (1982). Symbolic Self-Completion. NJ: Lawrence
    Erlbaum.
    Willis, P. (1990). Common Culture. Milton Keynes: Open University Press.
    Zaichkowsky, J.L. (1994). Research notes: the personal involvement inventory:
    reduction, revision, and application to advertising. Journal of Advertising, 23(4),
    59-70.
    Description: 碩士
    國立政治大學
    廣告研究所
    97452001
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097452001
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

    Files in This Item:

    File SizeFormat
    200101.pdf15856KbAdobe PDF21496View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback