- 學位論文
符號消費研究-以故宮文創商品為例
The Study of Symbolic Consumption - Creative Cultural Products by the National Palace Museum as Example.
摘要
以符號消費理論之原理探討文化創意產品之符號設計，探討符號消費現象對消費者購買行為與心理的影響程度，和文化創意產品之符號設計對產品消費之影響程度，本研究通過故宮博物院文創產品之設計對這些問題進行深入探討。對消費者而言，故宮博物院的文創商品其品牌形象多是具有符號性，在消費者購物時考慮更多的是商品之象徵價值，此亦體現出消費者通過購買商品而獲得心靈上的滿足，實為符號影響消費行為。 透過調查問卷方式及深入訪談，對受訪者之消費行為與符號消費現象的統計結果顯示，商品的象徵符號化與消費者之間通過互動，商品之符號象徵不僅僅代表了商品的使用價值，在消費者心目中既有了象徵意義，也透過商品符號就能聯想到商品之屬性與品牌，更能積極誘發消費者之消費行為。 符號消費行為使消費者相信符號所代表的生活品味、地位，消費者多想追求高檔生活、品味所購買的商品更要跟隨時尚流行。在這種心理作用下，消費者之消費行為已經深深受到符號消費之影響。
並列摘要
Symbolic consumption theory to explore the cultural and creative product design symbols. To investigate the phenomenon of symbolic consumption and consumer behavior affect the degree of cultural and creative products of consumer behavior. In this study, National Palace Museum's cultural and creative product design. For consumers, the National Palace Museum's cultural and creative product its brand image with a symbolic injection move symbolic value when consumers purchase goods, which indicates that consumers get to meet the spiritual, through the purchase of goods, which is a symbol influence consumer behavior. The use of questionnaires and in-depth interviews with the way respondents consumer behavior and consumer phenomenon display symbols, symbols symbol not only represents the value of goods, but also in the minds of consumers have a symbolic meaning, can attribute association with the brand through merchandise trade symbols, more actively induce consumers of consumer behavior. Symbol consumer behavior so that consumers believe the symbol represents lifestyle, status, and more consumers want to pursue high life, the taste of the goods purchased more to follow fashion. In this psychological effect, consumers of consumer behavior has been deeply affected by the consumption of symbols.