休閒體驗與自我觀念動態歷程之研究

A study on the dynamic process between leisure experience and self-concept

張詩渟(Shih-Ting Chang)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

現今科技的發達、生活步調快，為了減輕壓力，現代人重視休閒已成為一種趨勢，因此消費者的休閒體驗與自我觀念之間的關係，便是即具重要性的議題。為能深入探討消費者對休閒體驗的觀念與想法，其體驗過程必須具有體驗行為的動態需求，包含背景脈絡、體驗符號、自我體驗、自我反思的過程、修正自我行為以及針對消費者在互動時所產生的建議行為，根據此過程加以分析探討。
本研究視消費者的休閒體驗為社會互動，運用符號互動模式做為整體架構的核心，採用紮根理論法來探討消費者互動之間的意義並加以解釋，針對具有代表性的男性、女性共計19名消費者進行訪談，歸納出體驗行為，主要以觀賞與品嚐、參與與實作、觀察與探究、舒展心靈與體能、人際交流等五項體驗行為，並且分類出充電器、調節器、品味師、社交場合等四項符號指標，以及分析互動過程中自我體驗與自我反思中的身體我、心理我、社會我等三個層面分別做探討、考量到消費者對休閒單位之體驗，並加入了修正自我行為、建議休閒單位等指標，再根據影響消費者自我互動之背景脈絡與互動情境因素，建構出消費者休閒體驗之符號互動模式。
研究結果得知男性、女性消費者在休閒體驗的互動過程中，符號意義的產生與自我觀念的反思，影響到自我的修正行為，以及與互動過程對休閒單位之建議行為。研究發現，女性消費者主要是因為身體與心理層面的感覺，影響了自我的修正行為，而男性消費者則較多是因為社會我的工作價值觀，影響到自我的修正行為。本研究依照此動態歷程模式，討論休閒體驗與自我觀念的動態過程，對於消費者的行為做分析，藉此擬定方案以提供休閒單位具體之建議。

關鍵字

休閒體驗 ； 動態歷程 ； 符號互動論 ； 紮根理論

並列摘要

Facing the work stress and fast paced life in the present day, people put great importance on leisure to reduce stress. The relationship between consumer''s leisure experience and self-concept is a vital topic for discussion. In order to fully understand the consumer''s idea and opinion on leisure experience, we must view the behavior of consumer''s experience as a dynamic process: including context of background, experience symbol, self-experience, and self-reflection process, correction of self-behavior and aimed at the suggestion behavior resulting from consumer interaction. We can then analyze and investigate the above process.
In this research we see consumer''s leisure experience as a social interaction, and utilize symbolic interactionism as the analysis structure. During the data analysis, we adopt grounded theory to investigate the consumers’ meaning construction process about the leisure experience and associated factors. 19 leisure consumers are selected for in-depth interviewing. Based on the results of analysis, five social interactions for leisure experience are classified, namely admire and tasting, participating and performing, observing and investigating, heart-opening and body stretching, socializing. Also we classify the experience behaviors into four symbolic dimensions and analyze the self-experience and self-reflection from three: body-self, mental-self and social-self. The symbolic dimensions are related to both the correction of leisure and everyday’s life behavior and context of background situation to develop a symbolic interactionism model for leisure experience.
Research result shows that during leisure experience interaction, symbol meaning''s creation and self -concept''s reflection of male and female consumers, affects self-correction behavior. It also shows how interaction process affects suggestion behavior. In the research we found, female consumers are mainly because of the physical and psychology senses, affects self-correction behavior, while male consumers are more prone to social-self''s work values, affects self-correction behavior. In this research, we view the leisure experience as a dynamic process to discuss the changing nature of self-concept and consumer behavior. The managerial implications are discussed and effective suggestions for practice are also provided.

並列關鍵字

dynamic process ； leisure experience ； Symbolic Interactionism ； Grounded Theory

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