On the Everyday Life Information Behavior of LOHAS Consumers: A Perspective of Lifestyle

從生活風格觀點探討樂活消費者的日常生活資訊行爲

葉乃靜(Nei-Ching Yeh) ； 陳怡如(Yi-Ju Chen)

《教育資料與圖書館學》 48卷4期 (2011/06) Pp. 489-510

https://doi.org/10.6120/JoEMLS.201106_48(4).0375.RS.AE

摘要

本研究由生活風格的觀點，探討樂活消費者的日常生活資訊行為，試圖發掘生活風格與資訊行為間的關係。本研究採用質性研究法，先邀請研究對象填寫「樂活族生活型態量表」，以確定其為樂活族，再進行半結構式深度訪談。受訪者計有15位，研究主要分析其生活風格展現、影響生活風格的因素，和為展現生活風格出現的日常生活資訊行為。研究發現，生活風格與資訊行為可能的兩種辯證關係：相互交糅的關係和平行並列的關係。此外，研究也發現，在消費社會裹，生活風格概念是個適合探討資訊行為的研究取向，也呼應社會學家Maffesoli的觀點，即因為共感共應而凝聚的團體是現今社會的特色。此發現也指出，以情感概念為資訊行為研究取向的重要性。在實務方面，消費社會的樂活市場具有龐大商機，本研究結果可供市場調查或分析之用，亦有助於相關產業擬定經營及行銷策略。

關鍵字

生活風格 ； 日常生活資訊行為 ； 樂活 ； 消費社會 ； 生活美學

並列摘要

With the aim of finding a correlation between lifestyle and information behavior, the everyday information behaviors of LOHAS (Lifestyles of Health and Sustainability) consumers were investigated in this study. Fifteen participants were invited to accomplish the LOHAS lifestyle scale to determine their identities as LOHAS consumers. Thereafter, semi-structural in-depth interviews were conducted. This study also analyzed the manifestations of the lifestyles of LOHAS consumers, as well as the factors influencing their lifestyles and their everyday life information behaviors. It was found that there are two kinds of possible dialectical relationships between lifestyle and information behavior: ambivalent and parallel relationships. In addition, it was found that the concept of lifestyle is a worthy research orientation in investigating the information behavior of people in consumption societies, which echoes Mafffesoli's empathetic viewpoint on forming a community based on Savolainen's ELIS mode. In practice, emotion is important in the research orientation of information behavior, and there is a great business opportunity in the LOHAS market. The results of this study are helpful both for market investigations and for making marketing strategies in some relevant industries.

並列關鍵字

Lifestyle ； Everyday life information seeking ； Lifestyles of Health and Sustainability ； Consumption community ； Aesthetics of everyday life

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