從消費社群分享文分析婚紗攝影消費的幸福感

A Text Analysis of Consumption and Well-being in Bridal Photography Services from Consumption Community Messages

陳韻如(Yun-Ru Chen)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

台灣的婚紗攝影產業常被稱為是幸福的產業，因為其能為消費者帶來紀念、表達自我的價值，在提供象徵美麗、浪漫與幸福影像的同時，也為新人帶來一生一次、好玩的消費經驗。但服務業者能為新人帶來何種消費幸福感是本研究欲得知的。消費社群的參與者對於特定議題有著超乎一般人的熱情，他們自發性的分享消費故事，並藉此檢視消費經驗，形成一種具有豐富的消費參與經驗之文本來源。因此本研究篩選「veryWed非常婚禮」消費社群中150則婚紗攝影消費分享文進行內容分析，主要目的在探討消費中的幸福感內涵為何？從參與的角度來說，消費者又是如何提升消費幸福感？研究結果發現：(1)婚紗攝影的消費者主要的消費目標為「成果優質」。(2)提升幸福感的參與行為包括網路與實體通路之資訊搜尋、準備行為、建立關係、配合行為、溝通需求、體力投入、情緒投入、干預行為、口碑傳播，其中又以建立關係最顯重要。(3)「消費過程愉快」、「對造型滿意」、「對照片成果滿意」是消費幸福感的主要內涵。(4)消費目標越明確，參與程度越高。(5)參與程度越高，消費幸福感的感受也越深。

關鍵字

消費幸福感 ； 婚紗攝影 ； 顧客參與 ； 內容分析

並列摘要

The wedding photography industry in Taiwan is often referred to as the industry of well-being because it captures memories in the form of souvenirs for consumers and allows them to express themselves. Wedding photography not only provides newlyweds with images that symbolize beauty, romance, and well-being, but also gives them a fun, once-in-a-lifetime consumer experience. This study explores the kind of well-being people from the service industry bring to consumers. Participants in the consumption community have a passion for specific topics that exceeds that of non-participants. They spontaneously share consumption stories and observe consumer experiences from them to form a source rich in consumption participation experience. In this study, therefore, 150 stories on wedding photography consumption experiences were chosen from the consumption community of the “veryWed” website for content analysis. The main purpose was to explore the well-being perceived during consumption and how consumers enhance consumption well-being from the perspective of participation. The research results found that (1) the primary objective of consumers of wedding photography is “high quality results”; (2) participation behaviors that enhance well-being include searching for information via virtual and physical channels, preparation behavior, establishing relationships, coordination behavior, communicating needs, physical involvement, emotional involvement, intervention behavior, and telling others about the experience, among which establishing relationships is the most important; (3) the main content of consumption well-being includes “happy consuming,” “satisfaction with the style,” and “satisfaction with the photos”; (4) the clearer the consumption objective, the higher the level of participation; and (5) the higher the level of participation, the higher consumption well-being becomes.

並列關鍵字

Wedding photography ； Customer Participation ； Content Analysis ； Consumption Well-being

參考文獻

21.陳悅琴、黃昱傑(2009)。供給者服務行為對消費者參與服務之前因與後果之影響－以美髮業為例。朝陽商管評論，8(3、4)，47-74。

24.黃淑琴、張永富、黃文星(2008)。個人化服務影響顧客滿意的另一種途徑：顧客參與觀點。朝陽商管評論，7(2)，45-67。

25.黃淑琴、陳貞吟(2008)。從顧客參與驅動顧客忠誠之歷程模式：婚紗攝影消費。朝陽商管評論，7(3)，21-44。

8.李曉芬(2005)。顧客參與在醫療服務過程中所扮演之角色。未出版碩士論文，管理科學研究所企業經營碩士在職專班，台北。

23.游美惠(2000)。內容分析、文本分析與論述在社會研究的運用。調查研究，8，5-42。