喬丹鞋收藏者之收藏行為研究

過去的喬丹鞋其使用價值主要是用作打球的功能，現今的喬丹鞋除了流行穿搭之外，更是成為了許多收藏者們寶貴的收藏品，本研究主要在探討，喬丹鞋背後的故事如何透過符號的魔力，將符號的價值呈現，與消費者進行互動，使之產生消費行為再進而收藏；除此之外，本研究也探討喬丹鞋在使用價值上的改變，而原因為何？最後則是收藏者進入收藏的領域，這中間的過程，表現何種生活風格，得到什麼樣的定位、獲得什麼樣的認同/身分。在研究方法的部分，本研究主要採用質性研究的方式並配合文獻、網路資料以及喬丹鞋收藏者的訪談資料，統整過後，透過羅蘭巴特的符號學理論，先行瞭解符號的使用方式，並耙梳各種有關喬丹鞋故事的相關網站與書籍，了解到喬丹鞋的符號價值，在於過去喬丹、NBA、還有與之相關的事件(電影、廣告、灌籃高手)，而這樣的價值呈現則是以隱含義以及迷思的方式，即是因過去這些收藏者因為受過喬丹相關文化的洗禮，進而喜歡喬丹鞋的各種故事，成為喬丹鞋的信仰者，而此些經典喬丹鞋從相同鞋款中脫穎而出，則是透過配色的方式，根據特定鞋款配合特定的顏色，這樣的訊息將與收藏者過去與喬丹鞋的交集作互動，進而吸引收藏者追逐、購買，轉為收藏品。而在集體記憶中喬丹鞋使用價值的改變，由收藏者的角度認為，原因在於接收資訊改變、價格上漲、名人穿著與球鞋科技進步，因此在球鞋的使用上，價值觀有了改變；而透過收藏的過程(未收藏到進入收藏)，過去皆曾經關注喬丹、NBA…等，也因此在球鞋復刻後，有了購買進而收藏的動機，而這樣的行為模式(身/心的結合)，也產生喬丹鞋收藏者特有的生活風格，這樣的生活風格也聚集了一群志同道合的人，形成族群，然而這樣的族群社會也給予了一個稱號，稱之為「喬丹鞋頭」，他們收藏、保存這些經典的喬丹鞋，同時也珍惜他們與喬丹鞋之間的美好故事。

關鍵字

喬丹鞋收藏者；收藏行為；集體記憶；身分；生活風格

並列摘要

The Air Jordan shoes mostly were used to be shoes for playing basketball in past. However the shoes are not only for fashion but also for collection. The purpose of this study is to explore how the subjects present their value through the semiotic, and how they interact with the consumers. Besides, the study also explores the reason why the Air Jordan shoes become the collection or pop shoes. And the final purpose of the study also explores what kind of lifestyle do the collectors’ lead and what kind of identity they could get from others through the lifestyle. In research methods, the study uses the qualitative research and gathers the literature, related internet data and interview detail of Air Jordan shoes collectors. After integrating the data, we could find out the usage of the shoes symbol through the semiotics. Then we search and gather every website, books about the Air Jordan shoes to analyze and understand the value of symbol. After the analysis, we can know that the value of symbol is rooted in the history of Michael Jordan, NBA and related event (movie, commercials, Slam Dunk comic books). And understanding the subjects appear the connotation and the myth through the semiotic so these shoes can interact with collectors then attract them to buy the shoes for the classical collection. On the other hand, through the study we could find out the change of collective memory of Air Jordan shoes’ function, resulted from the price, different information and progressive technology. Furthermore, consumers have the motivations to collect the shoes for the value of symbol and develop a lifestyle that could attract people who lead the same lifestyle and therefore form a new group which is known as ‘’Air Jordan Sneakers Head’’.