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題名 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
作者 徐唯曦
貢獻者 黃光玉
徐唯曦
關鍵詞 生活雜貨
符號消費
體驗消費
美感體驗
生活美學
自我認同
日期 2009
上傳時間 8-Dec-2010 12:37:22 (UTC+8)
摘要 「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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描述 碩士
國立政治大學
廣告研究所
97452001
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097452001
資料類型 thesis
dc.contributor.advisor 黃光玉zh_TW
dc.contributor.author (Authors) 徐唯曦zh_TW
dc.creator (作者) 徐唯曦zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 8-Dec-2010 12:37:22 (UTC+8)-
dc.date.available 8-Dec-2010 12:37:22 (UTC+8)-
dc.date.issued (上傳時間) 8-Dec-2010 12:37:22 (UTC+8)-
dc.identifier (Other Identifiers) G0097452001en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49496-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 97452001zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 「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。		zh_TW
dc.description.tableofcontents 第一章 緒論 ...................................................................................................................... 1
第一節 研究背景與動機................................................................................................ 1
第二節 研究目的與問題................................................................................................ 6
第二章 文獻探討 ............................................................................................................... 9
第一節 自我認同與消費................................................................................................ 9
壹 自我認同 ............................................................................................................... 9
貳 自我認同的形塑 ................................................................................................. 13
參 居家空間與自我認同.......................................................................................... 24
肆 小結 .................................................................................................................... 26
第二節 體驗消費 ......................................................................................................... 28
壹 經驗與體驗 ......................................................................................................... 28
貳 顧客體驗 ............................................................................................................. 29
參 體驗的價值 ......................................................................................................... 33
肆 小結 .................................................................................................................... 36
第三節 美感的消費社會.............................................................................................. 40
壹 日常生活美學化 ................................................................................................. 40
貳 美感生活的建立 ................................................................................................. 41
參 小結 .................................................................................................................... 47
第三章 研究方法 ............................................................................................................. 50
第一節 取樣 ................................................................................................................. 51
壹 取樣方式與篩選條件.......................................................................................... 51
貳 受訪者資料 ......................................................................................................... 54
第二節 資料收集 ......................................................................................................... 59
壹 初步預訪 ............................................................................................................. 59
貳 訪談流程 ............................................................................................................. 59
參 訪談大綱 ............................................................................................................. 61
第三節 資料分析與策略 ............................................................................................. 70
第四章 資料分析與討論 ................................................................................................. 72
第一節 「生活雜貨」物件的符號意義與價值 ........................................................... 72
壹 「生活雜貨」何所指.......................................................................................... 73
貳 「生活雜貨」的魅力與價值 .............................................................................. 79
參 「生活雜貨」反映出對家的渴望 ...................................................................... 92
肆 小結 .................................................................................................................... 93
第二節 「生活雜貨」消費的體驗意義與價值 ........................................................... 96
壹 媒介資訊的角色 ................................................................................................. 97
貳 「生活雜貨」的消費體驗媒介 ........................................................................ 101
參 「生活雜貨」消費體驗的價值 ........................................................................ 113
肆 小店更勝連鎖店 ............................................................................................... 123
伍 從「生活雜貨」使用中創造體驗 .................................................................... 128
陸 小結 .................................................................................................................. 137
第三節 生活美學與自我認同 .................................................................................... 139
壹 美感特性與生活美學........................................................................................ 139
貳 「居家」生活美學 ........................................................................................... 153
參 維持與建構的自我 ........................................................................................... 161
肆 小結 .................................................................................................................. 166
第五章 結論 .................................................................................................................. 168
第一節 研究發現 ....................................................................................................... 168
壹 符號意義：追求理想的生活 ............................................................................ 168
貳 美感體驗：沒有負擔的享樂「消費」過程 ..................................................... 170
參 生活美學與自我 ............................................................................................... 172
第二節 延伸討論 ....................................................................................................... 174
壹 「生活」是動態的經營，而非靜態的存在 ..................................................... 174
貳 美感生活的經營 ............................................................................................... 175
參 「自在」、「自然」與「體驗」的符號化 ..................................................... 177
肆 以美感建立群體：「森林系女孩」 ................................................................. 179
第三節 研究限制與建議............................................................................................ 181
壹 研究限制 ........................................................................................................... 181
貳 研究貢獻與建議 ............................................................................................... 182
參考文獻 .......................................................................................................................... 185
附錄一 過濾式問卷 ......................................................................................................... 192
附錄二 訪談輔助問卷 ..................................................................................................... 193
附錄三 受訪者提供相關圖片.......................................................................................... 194		zh_TW
dc.format.extent 16236831 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097452001en_US
dc.subject (關鍵詞) 生活雜貨zh_TW
dc.subject (關鍵詞) 符號消費zh_TW
dc.subject (關鍵詞) 體驗消費zh_TW
dc.subject (關鍵詞) 美感體驗zh_TW
dc.subject (關鍵詞) 生活美學zh_TW
dc.subject (關鍵詞) 自我認同zh_TW
dc.title (題名) 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zh_TW
dc.title (題名) An Exploratory Research of "zakka" consumptionen_US
dc.type (資料類型) thesisen
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