日常消費的地方連結與脫節：新北市三重區個案研究

本研究探討日常消費的地方連結與脫節，主張消費者的日常消費地理型態，以及跟特定消費地方產生關連的方式，都涉及置身社會關係中的消費者意向與言行。根據三重區的消費紀錄和訪談發現，日常消費地理型態是以工作和住家為核心的群聚，並以順路為串接邏輯。但是在宏觀地理型態內部，有著細緻的地方連結和脫節模式：（1）對特定商店的選擇和意義賦予，兼有實用及人際情感考慮，涉及消費行為的附帶功能、同行者，以及與店家互動等；（2）不同世代對於類型化的現代和傳統消費地方，有著不同信賴模式和印象而影響其消費選擇；現代消費地方雖是進步標記，但地區整體印象會影響對特定店家的觀感。（3）對鄰里消費地方的熟悉度，深受是否承擔家庭採買職責影響，主要通過性別差異而展現。（4）對產地的簡化地理想像和個別化的消費關注，則展現為與商品之社會地理軌跡及消費之倫理與政治含義的脫節。

關鍵字

消費；購物；地方；地方意象；三重

並列摘要

The research attempts to discuss the place connections and disconnections through everyday consumption, and argues that the geographical patterns of routine consumption as well as the connection and disconnection between consumers and particular places are all related to the intention and practices of consumers in social relations. Based on the interviews and shopping records from field study at Sanchong, the typical geographical pattern of everyday consumption can be identified which reveals a clustering around working place and home. However, inside this pattern, there are detailed connections and disconnections with places of consumption: (1) Practical concerns and interpersonal relationships, such as buyer-seller relationship and shopping partners, are factors affecting shop selection and meanings of consumption places. (2) The images of consumption places and the modes of trust for modern and traditional places, all show significant generational difference. And although modern consumption places are symbolic of the ”advanced”, the negative regional image still plays an important role. (3) The familiarity with neighborhood consumption places is determined by whether one takes charge of household shopping, and this can be seen through gender difference. (4) The simplified geographical imagination of production place and individualized concerns for shopping disconnect the geography of product from political and ethical meanings of consumption.