新移民女性消費行為之研究 ─以桃園縣外籍配偶輔導班為例

The Study of the Consumer Behavior of New Female Immigrant：A Case Of Foreign Spouses Class in Taoyuan County.

葉司治(Sih-Jhih Yeh)

指導教授 ： 劉阿榮

元智大學/人文社會學院/社會暨政策科學學系/碩士(2011年)

摘要

受到全球消費奢華風潮影響，如何從辛勤工作中累積資本不再受到個人重視，而是轉從追求即時享樂的消費過程中尋求自我認同，於是各種奢華的消費行為開始出現。台灣在高度強調「享樂」、「戀物」的觀念帶動下，品牌精品店陸續地進駐北、中、南部地區，除了象徵頂級奢華不再由傳統菁英階級所壟斷，消費升級(trading up)的概念也讓消費者能夠透過各種品牌展現個人風格、品味、社會位置，同時更滿足深一層的情感需求，平價奢華消費現象逐漸展開在台灣消費社會之中。

本研究採取質性研究，透過深度訪談與次級資料分析等方式搜集資料，訪談桃園縣內十五位新移民女性。以消費社會學概念分析「品牌服飾」的使用意涵，透過Bourdieu資本理論，把「商品拜物」、「生活風格」、「符號消費」等概念再做延伸和探討，並綜合心理學、消費文化理論、生活美學觀點，從不同的角度描繪新移民女性使用品牌服飾的面貌，進一步了解品牌與時尚工業和新移民女性彼此之間的互動關係，最後根據使用與購買品牌服飾的經驗，歸納品牌對於新移民女性的意義，並根據研究結果提出7項結論，茲歸結如後：

一、歡愉(pleasure)程度是影響新移民女性購物的最主要因素
二、原生家庭消費文化持續影響來台新移民女性消費習慣
三、相較於一般消費者，新移民女性受限財力在消費型態上更注重精打細算
四、家庭對於新移民女性購物決策的影響遠大於其他社會網絡
五、經濟、文化資本較高的新移民女往往較多從事炫耀性消費
六、經濟資本較高之新移民女性較能參與家庭決策與反抗壓迫
七、新移民女性的消費相當重視體驗性、新奇性和獨特性

最後，本研究根據結論對相關部門與消費機構提出建議。

關鍵字

品牌精品 ； 消費行為 ； 新移民女性

並列摘要

Through the impact of the global consumption of luxury fashion,Individuals no longer accumulate capital through the production of hard work, but pursuing the pleasure and self-identification during the consuming process, which is a new consumer concept. In the meanwhile, a variety of luxury consumer behavior began to appear. Brand-name boutiques stationed in the northern, central and southern part of Taiwan, which is also a symbol that top class luxury is no longer monopolized by the elite. In highly stressed that pleasure and fetish concept driven, consumer upgrade (trading up) so that they can show personal style, taste, knowledge through the brand-name, furthermore, meeting the emotional needs of a deeper. Brand-name spending has become common phenomenon in Taiwan.
By Using qualitative research in this study, researcher interviews fifteen new immigrant women of Taoyuan County through depth interviews and secondary data analysis for collecting data. Analyzing the interpretation of brand meaning based on the Sociological concept of the consumer. Through the Capital theory by Bourdieu, researcher exploring the concept of the commodity fetishism, life style and simulation. For Learning more about the new brand, the fashion industry and the interaction between immigrant women and the use of brand clothes from their experience, researcher described the phenomenon of using the brand about immigrant women, combining theory of psychology, consumer culture, life aesthetics, postmodernism views .Furthermore, according to the results of the study, researcher presented seven conclusions, which are as follows：

(1) Pleasure level is the most important factor of new immigrant women while in shopping.
(2) Consumer culture from Original family continuing impact to new immigrant women expense habitus in Taiwan.
(3) Compared to the average consumer, the new immigrant women will pay more attention to careful planning about shopping on the limited financial resource.
(4) Family is far greater than other social networks for new immigrant women when shopping in the decision-making.
(5) Female immigrants of higher economic and cultural capital are more often engaged in conspicuous consumption.
(6) Female immigrants of higher economic capital will more highly participate in family decision-making and resistance to oppression.
(7) Consumer motivation of female immigrants will take more concern about the experience, novelty and uniqueness.

Finally, researcher make recommendations related establishments, government departments, educational authorities and society, who desire to understand the consumer behavior of the female immigrants

並列關鍵字

Brand-name boutiques ； Consumer behavior ； New Female Immigrant

參考文獻

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