大學生名牌精品消費現象研究

College Students Luxury Brands Consumption Phenomenon Research

鐘紫云(Chung Tzu-Yun)

指導教授 ： 羊憶蓉

國立臺灣師範大學/教育學院/社會教育學系/碩士(2007年)

摘要

時尚是一個很迷人的話題。翻開報章雜誌，經常看到時尚精品業者所刊登的大幅廣告；走在街頭，看到有越來越多年輕男女追求時尚流行與穿著打扮。現今年輕世代的族群，出生所面對的即是豐足富裕的台灣社會，每天所接觸的資訊媒體豐富，商品的多樣化與選擇性都刺激了更多的消費。

近年來，各大精品品牌為了吸引廣大年輕族群將產品調整為年輕化的趨勢。而現今消費意識的抬頭，消費者從事消費的過程有著更大的主動性，商品的意義已經由過去純然的「物」，轉變為象徵自我以及塑造自我認同的媒介。如今，大學生名牌精品的消費現象有越來越明顯的趨勢。他們究竟是盲目的消費，或是一種藉由奢華品體驗中投射自我形象的實現，抑或是藉此塑造出自我風格與品味，都是值得令人探究的問題。

本研究藉由問卷調查與深度訪談，試圖綜合心理、消費文化理論以及大學生個人消費經驗與看法描繪出完整的消費現象全貌，藉此瞭解現今大學生的消費型態與價值觀，探索名牌消費對於大學生的意義。研究結果發現：

一、大學生消費名牌精品的原因來自於生活歷程中外在環境(家人、同儕、
媒體)的影響，以及內在對於名牌(品牌價值、設計師)的認同。

二、大學生消費名牌精品的消費行為囿限於背景身分而在消費時需要節制、無法過度，且因此延伸出罪惡感以及需要與現實妥協的感受。

三、大學生藉由名牌做為自我形象的投射，進而從自我的愉悅與他人的肯定增加自信，然而消費名牌的本意並不出於為了「炫燿」，反而是一種展現自我亦尊重他人價值觀的多元思維。

關鍵字

名牌 ； 消費現象 ； 符號

並列摘要

Fashion is a very pleasant topic. Opening newspapers and magazines, plenty of advertisements were published by fashionable fine work industry; walking on the street, more and more young people pursue of fashion. Now the ethnicity of young generation in Taiwan immerses in the abundant and rich society so that this phenomenon provide people more opportunities to receive abundant information from media every day. Besides, diversities of productions simultaneously stimulate consumption.

In recent years, in order to attract young people’s eyes, most luxury brands adjusted their products to cope with younger fashion trend. Now, consumers have bigger initiative consumption and meanings of goods have already changed from pure ' object ' to the symbol of self-identity. Nowadays, university students’ luxury brand consumption phenomenon seems to be an obvious trend and most of them are blind consumption that obtained self-image through consuming luxurious products and framed self-style and taste by such experiences. This phenomenon might be worthy to study.

This research employed questionnaire and interview investigating the intact consumption phenomenon among Taiwan college students in terms of comprehensive psychology, consuming cultural theory and university student's personal consumption experiences. Besides, in order to explore the consumption attitude and values of the college students.

The result of the study is found: first, externally, family, media and peers significantly influenced college students’ behavior of consuming luxury brands and inherently such behavior significantly reflected college students’ self values and identity of products brands and designers. Second, college students’ consuming behavior might be constrained by consumer’s backgrounds to avoid over spending, triggering sense of guiltiness and compromising with reality. Third, the college students reflected self-images through pursuing of luxury brands and then increased self-confidence from others’ recognition. Moreover, the result also showed that college students’ intentions of consuming of luxury brand may not for ' conspicuous ' but such behavior may represent respects to self and others' values.

並列關鍵字

Luxury Brands ； Consumption Phenomenon ； Symbol

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