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    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。
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    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:[Department of Advertising] Theses

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