以傳播模式探討休閒體驗與生活品質之關聯性

A communication model for the relationship between leisure experience and life qualify

劉惠婷(Hui-ting Liu)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

摘要
近年來由於經濟的快速發展，使得國民所得提高，以及實施週休二日後，國人有更多的閒暇時間從事休閒遊憩活動。當休閒在生活中占的比例越來越高時，代表人們已認為休閒是生活中的重要角色，不僅是生活的點綴，也是達到優良生活品質的重要途徑。
本研究著重於消費者之休閒體驗過程，並探討休閒體驗對於生活品質之影響，因此，針對年輕族群與上班族的20位消費者進行深度訪談，以瞭解消費者的休閒體驗過程，以及其對符號的呈現方式與意義解釋，接著運用紮根理論與符號傳播模式，進行資料分析與整理。歸納出年輕族群、上班族休閒消費者的體驗行為有觀賞與品嚐、參與與實作、觀察與探究、舒展心靈與體能以及人際交流等五項行為，分類出充電器、調節器、品味師、社交場合等四項符號，並得到以下四個結論：
1. 最常出現的體驗項目為觀賞與品嚐；代表兩個族群的消費者在休閒活動時，重點在於景觀欣賞與品嚐美食。
2. 將休閒體驗解釋為品味師的次數最高，代表消費者認為休閒活動是著重於欣賞美麗的景色與品嚐美食；
3. 消費者對休閒體驗有了符號分類後，會產生自我表層意義的解釋，部份的解釋會更進一步思考自我深層意義的感受。
4. 年輕族群對於工作價值觀的反思為最多，代表休閒體驗最容易引發其產生對工作角色的相關看法；上班族的反思項目則是健康意識最多，可知上班族對於提升自己的健康意識與認知最為重視。
5. 表層與深層意義對於生活品質主觀判斷的因素，皆有可對應之意義。即休閒活動對於消費者而言，在生活品質的提升方面，有相當程度之影響。
最後，根據本研究結果，討論休閒體驗與生活品質之管理內涵，並對休閒消費者與休閒業者提出休閒體驗規劃與行銷之具體建議。
關鍵詞：休閒體驗、紮根理論、傳播模式

關鍵字

休閒體驗 ； 紮根理論 ； 傳播模式

並列摘要

Abstract
Due to the fast economy development and the two-day-off per week policy in recent years, people have more time to participate in leisure activities. When the ratio of leisure in the life gets higher and higher, it means people have already realized that leisure is an important role in the life, it not only embellish but also an important path to reach a good quality of life.
In this research we stressed consumer''s leisure experience process and probed into the influence of leisure experience to the quality of life. Therefore, this research presents 20 of young group and office worker leisure consumers for in-depth interviewing, to understand the consumer''s leisure experience process, and the presenting of symbol and meaning, and then we proceeding data analysis with grounded theory and symbolic communication model. The analysis is categorized into five social interactions, namely viewing and tasting, participating and performing, observing and investigating, heart-opening and body stretching, socializing. We also classify the experience behaviors into four symbolic dimensions, charger, conditioner, taster and social discourse. Accordingly, this research acquires four conclusions listed as below:
1. The most of experience item that appear often is namely viewing and tasting, it represents that consumers lie in appreciating and tasting when they are in leisure activities.
2. Explaining the leisure experience as the number of times that taster is the highest, it represents that consumers think that the leisure activities are put great emphasis on viewing and tasting.
3. When consumers classify the leisure experience, will have the self-surface meaning explanation, part of the explanation will thinking reflective meaning further.
4. Introspecting of work value is the most for young group, it represents that leisure experience causes creation to work role most easily; The most of office worker’s introspecting item is healthy consciousness, they attach great importance to promote his/her own healthy consciousness and cognition.
5. The meaning to the subjective judgment factors of the life quality are corresponding both. It represents that the leisure activities for consumers there are the influence of equal degree at an increase of life quality.
In conclusion, according to the data analysis result, this research discusses the managerial implications and proposes certain practical suggestions for leisure consumers and leisure operators.
Keyword: Leisure experience, Grounded theory, Communication model

並列關鍵字

Communication model ； Leisure experience ； Grounded theory

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