近年來,台灣的消費社會陷入一股名牌包搶購的風潮,而在這樣的風潮背後究竟隱藏著什麼樣的影響及推動力?因此,本研究以收入在社會中間階層的名牌包消費者為研究對象,探討影響中間階層的消費者對於名牌包的認知與理解因素,以及名牌包對於中間階層的消費者的意義為何? 在理論方面,本研究主要以布爾迪厄的文化資本論與社會資本論為主軸,瞭解這群消費者其在名牌包的運用與認知程度上的表現,並輔以布希亞的符號消費觀點、法蘭克福學派的文化工業、韋伯倫的炫耀性消費及齊美爾的標異區隔和趨同模仿的理論,整合不同學者的多重觀點來詮釋這群中間階層消費者特殊的消費現象,以此作為本研究的研究架構。 在研究方法的部份,主要是運用質化研究的深度訪談法為主,並搭配參與觀察法予以輔助,研究發現:在這個族群裡的消費者,影響其購買名牌包的主要原因仍是停留在韋伯倫所說的炫耀性消費,但是這並不代表這群消費者是毫無知識、品味的暴發戶,這群消費者已開始懂得去吸收名牌的相關知識來搭配自己的消費行為,不過尚屬於較低層次的文化資本階段;另外中間階層的消費者對於名牌的知識來源主要是經由大眾傳播媒體所獲取,而其他訊息的來源亦會對消費者造成一定程度的影響,不過主要訊息來源仍仰賴大種傳播媒體的提供;最後,在社會資本方面呈現出男、女有別的情況,在女性方面,社會資本對於名牌包的消費影響力並非直接提供資源予消費者,而是透過社會資本來延伸消費者的文化資本,但是在男性方面,則表現出截然不同的情況,名牌包對於男性消費者有著工具性消費的意義,男性消費者呈現出一種強烈利用名牌包來達成自己目的的行為。
In recent years, there is a trend towards buying brand bag in Taiwan society. This study focuses on middle class consumers and explores the degree of their knowledge of brand bags and the factors that could impact consumers. Finally, we will understand the meanings of brand bags for middle class consumers. In theory, this study is based on Bourdieu’s Cultural and Social Capital to investigate the degree of consumers’ knowledge on the use of brand bag. This study integrates Baudrillard’s perception of sign consumption, the Frankfurt School’s Cultural-industry, Veblen's Conspicuous Consumption and Simmel’s division and imitation to investigate the behaviors of consumers. We will apply qualitative research interviews and observations as research methods. This study found the main factor of consumers purchasing brand bag is closed to Veblen’s Conspicuous Consumption. However this does not mean consumers are ignorant parvenus. These consumers have began to absorb more knowledge of brand bags to match their behaviors, but this still belongs to a lower level of cultural capital stages. The middle class consumers mainly through the mass media to access brand bag knowledge and other sources of information also have definite impacts. Finally, there are significant differences for men and women in the social capital point. The social capital for brand bag consumptions does not directly influent female consumers but the message of cultural capital. On the other hand, the brand bag consumption is a instrumental reason for men. Male consumers try to purchase brand bag to act ostentatiously.
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