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  • 學位論文

台南市鄉鎮地區流動夜市遊戲類攤販經營樣態與空間

The Operative and Spatial Patterns of Side Stall Game Vendors at the Circulative Night Market in Tainan

指導教授 : 畢恆達

摘要


近年來,夜市由地下躍上檯面成為台灣重要的商業型態之一,也成為現代人日常休閒娛樂一大去處。遊戲類攤販做為夜市的組成者之一,也做為一種似乎已邁向式微的商業類型,圍繞在商人與消費者之間「人」這個元素的重要性不斷重複被強調。為了對遊戲類攤販在流動夜市中的面貌有較全盤性的呈現,本研究分別從遊戲攤販的歷史、空間性質、攤商及消費者四個方向進行研究,以經濟社會學的社會資本(Social Capital)和社會鑲嵌(Embeddedness)理論,作為進一步分析攤商經營決策背後的基準。研究結果發現網絡的互信機制不只做為交易連接之基準,亦扮演了壓抑與制裁的角色。尤其遊戲類攤販特有之市場易飽和的特性使得攤商圈人數狹小,致使攤商們無論主動或被動進入業界都難以迴避網絡的關鍵影響。在經營的過程中一方面攤商能有意識運用自身的社會資本,另一方面也在潛意識中受到來自政治、文化、認知與結構方面造成的鑲嵌作用帶動。這兩股影響並非各自獨立,而是相互之間有所加乘或者因拉扯而削減。攤商對消費者的態度及經營時採用的策略,則視攤商的鑲嵌狀態不同而展現出極大差異,直接影響到營業狀況以及消費者對夜市遊戲攤販甚至整體流動夜市的情感經驗。

並列摘要


In recent years, the night market has no longer operated underground; rather, it runs openly, and becomes one of the important business patterns in Taiwan, and a place for recreation for many modern people to spend their free time. Game vendors serve as one of the components that form the night market, and as a business type that has seemingly declined. Here, the importance of "people" surrounding between the vendors and the consumers is continuously emphasized repetitively. In order to present the integral role of the game vendors in the circulative night market, this research was conducted from four directions; that is, the history of the game vendors, the space property, the vendors, and the consumers. With social capital and embeddedness as the theories, this research further analyzed the standard of the vendors' operation decisions. According to the research results, it has been found that the mutual trust mechanism of the network not only functions as the standard to connect the trade, but also plays the role of suppression and sanction. Particularly, the market of the game vendors tends to be saturated easily, which results in the small number of the game vendors, and makes it hard for the vendors to evade the influence of the network when they actively or passively intend to enter the industry. In the process of operation, on one hand, the vendors can consciously exert the social capital of their own; on the other hand, their unconsciousness is influenced by the embeddedness caused by the political. cultural, cognitive, and structural dimensions. The two influences are not independent from each other; rather, they are strengthened or weakened mutually. As for the vendors' attitudes towards the consumers and the strategies they adopt during operation, it varies greatly due to different states of embeddedness, which directly affects the sales and the consumers' emotional experience with the night market game vendors or even the overall circulative night market.

參考文獻


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被引用紀錄


張雅鈴(2017)。「自力更生」的道德化街景:都市社會弱勢者的街頭販售〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU201700755

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