生活風格轉向：台灣7-ELEVEN的消費社會學研究

The Lifestyle Turn: A sociological research of 7-ELEVEN in Taiwan

白宇恆(Yu-Heng Pai)

指導教授 ： 劉維公副教授

國立臺灣大學/社會科學院/新聞研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.00934

摘要

7-ELEVEN近年來在台灣快速成長，雖然便利商店在台灣的市場漸趨飽和，各便利商店的展店數皆下滑，但7-ELEVEN的展店數卻不減反增，市占率也更為提升。對於7-ELEVEN的快速發展，過往台灣的研究多半從管理學或是消費心理學的角度出發，認為7-ELEVEN的成功在於提升組織內部績效，或是滿足消費者的需求。不過本研究認為，這些觀點往往將生產消費關係單純的置於社會情境與結構之外，缺乏對於社會脈絡的討論與解釋。除了滿足需求之外，一定有其他的原因在其中運作，使消費者選擇在7-ELEVEN滿足其他便利商店或許也可滿足的需求，只因為在7-ELEVEN消費會有較好的「感覺」或是「體驗」。

針對這樣的現象，本研究以消費文化社會學的角度出發，認為其關鍵的因素是消費社會來臨，消費者對於生活風格的重視，而使生產消費關係依循著生活風格主張運作。這樣的轉變本研究稱之為「生活風格轉向」。也就是說，7-ELEVEN的成功在於其能夠掌握消費者的生活風格線索，使消費者選擇在7-ELEVEN消費，來展現其風格主張。

本研究的分析分為生產者7-ELEVEN，與喜愛7-ELEVEN的消費者兩方面討論。就生產者7-ELEVEN而言，本研究以參與觀察法、二手文獻分析法與文本分析法討論7-ELEVEN的生活風格轉向。而消費者面則以深度訪談法訪談了八位喜愛7-ELEVEN的消費者，來檢視他們在7-ELEVEN的消費是否風格化。

研究結果發現，生產者7-ELEVEN不但轉變為新消費工具，使消費運行更為順暢之外，7-ELEVEN更能在其商店中注入體驗與風格元素，使其不只是單純創造符號的單位，而是風格與體驗的創造者。7-ELEVEN更在近年來創造了完整的風格提案，證明其生活風格轉向。

而消費者以其主動與理性思考，能夠感知7-ELEVEN的生活風格轉向，並且在7-ELEVEN的消費也逐漸從基本滿足需求的消費，漸漸轉變為具有風格主張的風格消費，這也代表消費者在7-ELEVEN的消費有生活風格轉向。本研究認為，7-ELEVEN在台灣能夠成功擴展，正是掌握了生活風格線索，創造符合消費者主張的風格，使消費者能夠主動選擇在其中從事風格消費，使其較其他便利商店更具有優勢。

關鍵字

7-ELEVEN ； 生活風格 ； 生活風格轉向 ； 消費文化社會學 ； 新消費工具 ； 消費者主動性 ； 風格消費

並列摘要

7-ELEVEN as a convenience store in Taiwan grows rapidly in recent years when the market is getting saturated. Although all the other companies slow down their steps to expand branches, 7-ELEVEN increases its speed to open more and more stores.

The studies in the past usually explained this situation in terms of business management or consumer psychology. The viewpoint of business management focuses on the performance of organizations. It assumes the excellent internal performance would conduct to the market. The consumer psychological studies put emphasis on satisfying consumers’ needs. It thinks as long as consumers’ needs are materially and mentally satisfied, the performance will be good.

However, the analyses of these studies are lack of social context, and put the relation between producers and consumers out of social structure and social situation. To provide a different point of view, lifestyle studies give us a good structure to understand this situation. Not only can we understand the changes of 7-ELEVEN in recent years, but we can connect the experiences of consumption with personal life world. I think both 7-ELEVEN and its customers now follow the lifestyle to produce and consume. In this thesis, I call it “lifestyle turn” to show the changes from basic consumption to lifestyle consumption.

I use participant observation, content analysis, and second-hand document analysis to understand the lifestyle turn of 7-ELEVEN. I also use in-depth interview to understand the consumers of 7-ELEVEN, and to check if they have lifestyle turn in their consumption as well.

I found that 7-ELEVEN not only becomes a new means of consumption, which makes consumption faster and smoother, but it creates experiences and aesthetic elements to fit in with consumers’ lifestyle. It can even provide a complete lifestyle proposal. It proves that it has lifestyle turn.

The consumers of 7-ELEVEN show that they can feel and understand the lifestyle turn of 7-ELEVEN. They change their way of consumption from basic-need consumption to lifestyle consumption as well.

並列關鍵字

7-ELEVEN ； Lifestyle ； Lifestyle Turn ； Sociology of Consumer Culture ； New Means of Consumption ； The Subjectivity of Consumer ； Lifestyle Consumption

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