消費符號意義的建構與排除：以統一星巴克企業為例

The Construction and exclusion of the Symbolic Meanings of Consumption: A case study of the President Starbucks Coffee Corporation in Taiwan

高郁惠(Kao, Yu-Hui)

指導教授 ： 李碧涵

國立臺灣大學/社會科學院/國家發展研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00757

摘要

本研究主要分別從企業經營者、消費者與研究者的立場看統一星巴克在商品符號意義的建構過程中，創造了哪些關於咖啡的意義連結以及排除哪些意義的連結，藉以理解這些被建構出來的符號意義，如何在眾多的意義中排除其他的可能性，最後成為特定的意義的價值的連結。

從企業經營者的立場來看，星巴克所帶來全球咖啡飲用上的擴展與推廣，不僅只是在世界各個地方都能見到星巴克的分布，更重要的是在咖啡消費之上所形成各種對於咖啡消費文化的討論。可以說星巴克是處於一個論述創造和生產的位置，它透過創造咖啡飲用的意涵、消費空間的安排與定義、消費商品的行銷，將咖啡由物質性的消費轉化為各種對於空間的體驗、符號的感受與意義的想像。

從消費者的立場來看，消費者做為一個消費主體，一方面透過文字的生產在與他人的互動中，參與了星巴克消費論述的生產；而另一方面個人將他在星巴克的消費表述為一個經歷或體驗的過程時，他是做為一個反思的行動主體來重新回顧行動與行動之間的連結。此外，可以發現特定的話題或意義的連結不斷地出現在消費者們之間的討論中，意即星巴克的消費者們會從特定的意義脈絡中指認消費過程的意涵，是一個被形塑為特定喜好與價值的消費主體。

最後藉由對照過去的老咖啡館、與當代個性咖啡館與連鎖性咖啡館，來討論統一星巴克在創造商品符號意義的同時，排除哪些意義的連結，主要在於說明意義的建構與排除是同一商品符號運作邏輯的一體兩面。不管是星巴克所排除或是個性咖啡館所納入的意義連結，雖然看似完全相對但是從某種程度上來說卻又是相互補充的。

關鍵字

星巴克咖啡 ； 符號消費 ； 意義建構 ； 差異體驗 ； 意義排除

並列摘要

The thesis aims to observe the symbolic meanings that the President Starbucks has constructed and excluded through the positions of business, consumers and the researcher. This study wants to understand how some meanings of Starbucks consumption are possibly excluded and thus become specific connections of meanings.

From the viewpoint of business, Starbucks not only brings coffee to everywhere in the world but forms all kinds of discussions about the culture of coffee consumption. In other words, Starbucks stands in a position of discourse creation and production. Through the meaning construction of coffee consumption, the arrangements and definition of consumption spaces, and the marketing of coffee consumption, Starbucks has turned the meanings of coffee consumption from pure material ones to those with experiences of spaces, feelings of symbols and imaginations of meanings.

From the position of Starbucks comsumers, the consumers, being consumption subjectivities, often interact with others through the production of written words and participate in the production process of Starbucks consumption discourse. The consumers become a reflexive subject when they retrospect the connections of their actions. Besides, it is found that specific topics and meaning connections are often repeated in in the discussions of consumers. It means Starbucks consumers can clearly recognize the meaning of their consumption processes from the specific meaning contexts. The s consumers are shaped as consumption subjects with peculiar appetites and values.

Finally, by comparing the old coffee shops, characteristic coffee shops and chain coffee shops the researcher finds out some meanings are excluded by President Starbucks in the process of creating commodity symbols, and the construction and exclusion of meanings are the two sides of the same logic of commodity symbols. No matter what the meanings Starbucks has excluded or the meanings the characteristic coffee shops have included, they are contrasting but also complementary to some degree.

並列關鍵字

Starbucks coffee ； symbolic consumption ； construction of meanings ； divergent experiences

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