- 學位論文
探討符號消費之動機與效益 —以隨身商品為例
Explore the Motivations and the Efficiency of Symbolic Consumption - A Case Study of Portable goods
摘要
感性消費時代來臨！消費者重視個人形象的顯現與連結已成為銳不可擋的趨勢，故當商品變的「有意義」，且在消費者的心中占有一席之地，這樣的意義就值得行銷人員重視。本研究為深入發掘意義的價值，藉由符號消費理論，了解商品與符號的關係，看符號在消費市場如何超越實用價值，形塑成為大眾喜愛的「象徵意涵」。 而包羅萬象的消費符碼也套用在近年來盛行的隨身商品市場，本研究對隨身商品的定義為小型輕巧、方便攜帶，不一定是必需品，通常商品價值可能具有情感面與功能面的元素。此類隨身商品的目標消費者大部分集中於年輕族群，他們基於千百萬種理由去購買商品，本研究為挖掘背後深具意義的符號價值，透過深度訪談21-30歲之學生族群，研究隨身商品之購買動機包含哪些層面，探討特定情境下購買動機之生成，還有消費過程之決策影響因子如何強化或削減購買動機，最後觀察隨身商品之購買效益與動機的關係品質。 本研究結果將作為銷售隨身商品業者之行銷策略參考，業者不僅可以在購買前掌握年輕族群的購買動機，並利用決策影響因子催化購買行為，還能在商品設計過程將購買動機與後續的購買效益作結合，給消費者一致的商品感受。
並列摘要
In Emotional consumption era, the trend of valuing the importance of individual images has become strong and unstoppable. Therefore, consumers are easily attracted by the "meaningful" products. To explore the meaning of products and the relationship between commodity and symbols, this study based on symbolic consumption theory understands the above ideas. Next, we’ll see "symbolic meaning" how to go beyond practical value and become a big shot in the market. Different kinds of symbols are also applied in commodity markets in recent years. According to the definition of portable goods, “The appearance is small and lightweight, so it’s easy to carry. It’s not necessarily a necessity. The portable goods usually have the both value of emotion and function.” Most target consumers are young people, so this study focuses on interviewing 21-30 years old students who bought portable goods with symbolic meaning. For the study purpose, I have to reach three goals. First, discover young consumers’ purchase motivations how to generate under specific situations. Second, discover the decision-making impact factors how to strengthen or reduce the buying motivation. Third, observe the relationship between the quality of purchase motivation and purchase benefits. The study results will provide related industries marketing strategy as reference. Moreover, they can not only master the young consumers’ buying motivation before purchase action. Then, they can use decision-making impact factors to make portable goods become more appealing. Finally, the industries need to combine purchase motivation and benefits during products design process. They should make sure consumers have the same feeling in both sides.