本研究以統一超商公仔代言人OPEN家族成員為觀察對象，分析其商品符號之迷群樣態，並將這樣的迷群現象與源自日本的贈品及可愛文化相連結，說明其消費意涵。 本研究的理論根據為Baudrillard的符號消費理論以及John Fiske關於迷現象的論述。研究發現，OPEN將從最初的贈品形式演變為超商集點活動的贈品主角，並進一步走上獨立品牌的道路。迷群透過不斷地消費OPEN家族這個可愛符號，達至閃躲社會規範的愉悅感以及對美好童年的懷舊想望。她們對於「可愛商品」的喜愛，其重要關鍵便是OPEN家族成員的形貌之為符號，背後所指涉的「嬰兒貌」（infancy）特質。本研究的受訪者之為迷群，展現了典型「迷」的特質，他們藉由在網路上大量貼出自己的蒐藏與OPEN家族成員的合照，作為一種文化資本的累積，為其顯著的迷群樣態。另外，這些迷群也會在網路上積極的貼文、串聯，無論是線上或線下的迷群活動均十分積極。 / The present study takes mascots of the 7-Eleven convenience stores in Taiwan　as the research objects. Through the analysis of the fans characteristics who love the symbols (i.e. the mascots), this research hopes to link the fandom to the “kawaii” and free gift cultures originated from Japan. This study adopts Baudrillard’s symbolic consumption and John Fiske’s fans theories to interpret this fandom culture prominent in Taiwan. It reveals that products of the “OPEN-jiang Family,” created by 7-Eleven convenience store, emerged originally as free gifts but gradually transform themselves to paid and even collected items as they garner more support from the zealous consumers. Through continuous consuming behaviors on these merchandises with “kawaii”characters, fans are able to escape social norms that discourage adults to act like mascot-loving children. Fans interviewed said that their love for OPEN-jiang, resulted from their consuming behaviors, help them to regain fabulous childhood memories and pleasure. The key concept behind these “kawaii” symbolic consumptions is “child-like infancy. “In addition, through the sharing of a large quantity of photos on their collections, fans treat the behavior of such capital accumulation as their main goal in fans’ life. They also actively communicate and interact with each other, both online and offline, sharing a feeling of camaraderie in the fan community.

過去國外的實證研究結果指出，民眾在退休後的消費支出會有減少的現象，文獻稱此現象為 “退休消費的難題 （Retirement Consumption Puzzle）”。本研究主要目的在於探討不同世代是否在退休消費難題的程度上有所差異。研究結果顯示，臺灣民眾在退休後，家戶的消費並未有顯著的減少現象，但對不同世代戶長退休後的家戶消費行為進行分析，本研究發現相較於20年代的家戶，40年代的退休家戶其退休後的消費有顯著減少現象，可能的原因在於年輕世代面臨人口平均餘命增加所產生的長壽風險，而人口結構老化使得過去養兒防老的觀念式微，以及年輕世代對未來退休金制度產生疑慮，使得年輕世代家戶退休後的消費有顯著下降的現象，此結論顯示不同世代在退休後的消費行為確有顯著差異。 / The world is facing the dual effect of life expectancy and declining fertility, this phenomenon will enable society and individuals exposed to the longevity risk. In this study, we use “The Survey of Family Income and Expenditure” from Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C.（Taiwan）. The results show that there is a decline in the expenditure of food after retirement, and younger generations decline less than elder generation obviously. There are also declines in work-related expenditures, including clothing, transportations and communication. It means that retired-consumption puzzle is not obvious to younger generations. While the consumption of home management, recreation and education do not drop after retirement, showing leisure time increase and also increase those consumption. Health and medical expense is related to the age and health status, not to the status of work. Total consumption expenditure is no significant correlation with retirement. Finally, there is a trend of younger generation consumption increase. Comparing, it may have retirement plan to support the increasing consumption.

隨著中國經濟持續高速成長, 國際貿易及投資快速擴展, 中國更積極推動貿 易及投資以人民幣結算, 人民幣在兩岸、 區域甚至全球市場流通可望大幅 增加。 1990年代以來, 兩岸經貿快速發展, 相形下, 雙方貨幣層面合作卻明顯 幾經波折、 踟躕不前, 目前兩岸雖已開啟人民幣現鈔清算服務但尚未建立貨 幣清算機制 , 限制台灣成為人民幣清算平台及後續金融影響力。 本文以 Devereux and Shi(2005) 為主架構, 討論兩岸簽署貨幣清算機 制建立對貿易廠商影響, 主要發現如下: (1) 於國際貨幣交易需透過工具貨幣 (Vehicle Currency,VC) 現實下, 兩岸人民幣貿易結算無法完全規避匯率風險, 此與台灣中央銀行意見一致, 但當兩岸進出口貿易全數以人民幣結算時, 若台灣使用人民幣銷貨收入購買中 國商品, 台灣對中國消費將完全不受匯率變化影響, 並非所有匯率風險皆由 台灣承擔; 此外, 當中國完全使用人民幣支付自台灣進口商品時, 中國最適 決策代數式和 D-S(2005) 雙邊貨幣直接兌換均衡 (BD) 部分相同, 自2012 年6 月1 日起, 人民幣與日圓直接兌換亦正式於東京和上海外匯市場展開, 結論因而別具政策意涵。 (2) 數值分析發現, 當兩岸進出口貿易全數以人民幣結算時, 台灣及中國總 消費對外國商品消費偏好非常不穩健, 對應所有θ, 中國總消費皆較台灣高, 且隨θ上升快速增加, 由於兩岸皆較雙邊匯兌需透過美元及雙邊貨幣可直接兌換時消費更多商品, 故可知兩岸皆得利於以人民幣進行結算。 對於上述結 論, 需要特別注意的是, 本文以包括台灣、 美國及中國, 且美國為工具貨幣 (VC) 發行國之三國模型, 是在非常特例的情況下進行福利分析, 此時雙邊 貨幣兌換均衡將與對稱交易均衡相同, 影響所及, 結論受校準時使用基準參 數值影響相當大; (3) 本文依循 D-S(2005), 限制工具貨幣發行國美國以外各國僅能於跨期 間持有美元, 故無法分析中國得以人民幣購買台灣商品下, 台灣累積一定金 額人民幣存量之影響, 然為簡化分析, 排除任何調整過程, 亦為模型不合理 處; 此外, 為簡化模型, 設定中國自台灣進口商品貨款中使用人民幣支付比 率α為外生, 然而該比率實際上應受人民幣在岸、 離岸市場利差及匯差、 全 球景氣變化增加持有美元意願等因素影響, 由於本文僅考慮貿易需求換匯 未考慮套利、 套匯行為, 將留待未來進一步分析。 / For the past three decades, a skyrocketing Chinese economy has supported its growing influences on international trade and investment,with Beijing’s active promotion for Renminbi investment and trade settlement, its greater circulation across the strait, in the Asia-Pacific region or even globally is only to be expected. Compared with the significantly intensified and institutionalized cross-strait trade and economic exchanges since early 1990s, monetary cooperation across the strait has obviously stalled and progressed slowly. Currently with only a cross-strait cash settlement agreement,but not an establishment of a cross-strait currency settlement mech- anism clearly limits Taiwan’s prospect to become the next offshore Renminbi center and its future financial influence. This thesis is based on Devereux and Shi(2005) to query into the effect of a cross-strait currency settlement mechanism for firms engaged in international trade. We find that: First, under the reality that international currency trade still uti- lizes U.S. dollar as a vehicle, cross-strait trade settled in Renminbi could not completely avoid exchange rate risks, which is in accordance with the opinion from central bank, however, when cross-strait trade are all settled in Renminbi, Taiwan would not bears all the exchange rate risks if Taiwan’s imports from China were paid in its Renminbi sales revenue; Furthermore, when all of China’s imports from Taiwan are settled in Renminbi, some of the algebraic expressions representing Chinese consumption and currency exchange decisions would coincide with the bilateral deviation(BD) equilibrium in D-S(2005) entailing some intriguing policy implications since starting from June 1,2012, yuan and yen can trade directly in Tokyo and Shanghai . Second,numerical analysis found that when cross-strait trade are all settled in Renminbi, though both sides’ total consumption are not robust to changes in preference toward foreign goods ,θ, for all θ in the relevant range , China’s total consumption is greater than Taiwan and the difference is increase in θ, in addition, they both consume more than when cross-strait remittance needs to be done via the U.S. dollar and when New Taiwanese dollar and Chinese yuan trade directly, it thus can be inferred that both Taiwan and China gain from Renminbi trade settlement.Though cautions should be taken that a welfare anal- ysis utilizing a three-country model consisting of Taiwan, China and the United States which further acts as the issuing country of vehicle currency is an extreme case, in that, bilateral deviation and symmet- rical trading equilibrium (STE) would be identical and the outcome highly subjects to benchmark values used in calibration. Third,The framework is borrowed from Devereux and Shi(2005) which prohibits non-vehicle countries from holding currencies other than U.S. dollar intertemporally, hence it could not provide any in- sights to the effects of the accumulation of a Renminbi pool in Taiwan under the Renminbi trade settlement scheme, which together with the fact that to simplify analysis, no adjusting process is included ren- der the model unreasonable and unrealistic; In addition, to reduce model construction, α, the percentage of China’s imports from Tai- wan to be paid in Renminbi is exogenous while in reality it should be endogenous and collectively determined by factors not exclusive to the spreads between CNY and CNH, differences in depositing and lending rates between the onshore and offshore market and investors’ inclination which is affected by the outlook of the global economy to embrace the safe haven of U.S. dollar. As arbitrage is ruled out and only currency exchanges for the purposes of trade is considered, all these drawbacks are to be improved upon in further studies.

本文旨在以現代消費的眼光重新閱讀左拉的小說《婦女樂園》。論文主要分為三個部份，即透過作者對於時間、空間以及女性人物的描寫，分析小說中所蘊涵的消費社會特性，並以《婦女樂園》為消費社會之前奏作結。 / Cette recherche est une redécouverte du roman zolien, Au Bonheur des Dames, sous l’angle consommatoire. Elle se divise en trois parties et s’articule autour de trois aspects de l’écriture romanesque de Zola : la description du temps, de l’espace et des personnages féminins. Faisant preuve des grands éléments caractéristiques d’une société de consommation, cette étude conclut l’œuvre comme une représentation du prélude de l’ère de consommation.

2001年中國大陸加入WTO後，許多有歷史的中國民族品牌轉型成為現代化 的企業品牌。它們將品牌歷史與現代的營銷方式結合，以舊酒新瓶的型態重新發 揚了中國品牌。這場本世紀國貨再興的浪潮帶有鮮明的國族主義意識，譬如從品 牌廣告與商品包裝等面向就可以發現帶有國族歷史觀、中華傳統文化、時代懷舊感、強國強種意識、黨國文化等方面的意識形態。這個新時期消費文化現象的產生令人好奇，也彰顯了民族品牌的特殊角色。 本研究嘗試結合歷史環境變遷、企業品牌背景、當代廣告文本等三領域，以 符號學與圖像符號學，以及色彩學等概念檢視文本。試圖解釋當代民族品牌廣告 之國族意識元素呈現的現象，並結合論述中國民族品牌現今的角色與文化意義。 結果發現在「國家制度約束」、「中國民族品牌企業」、「消費文化」三者的共生 關係下，形塑了當代廣告上的國族意識重現。且民族品牌也扮演了處在國家與市 場之間的中介角色，體現出一個經濟個體、國家導體、文化載體的特質，也是新 型態市民社會下，中國國家形象建構的最基本單位。

動物保護的議題在近年來逐漸為人民以及立法者所關注。除了禁止流浪動物安樂死、將展演動物納入動物保護法的保障範圍外，考量到對於非人類生活所必需的化粧品進行動物實驗，除了在科學驗證上並無其必要性外，亦對於動物福利有保護不足的問題，我國於2016年對化粧品衛生管理條例進行修法，於第23條之二直接禁止於我國境內對化粧品的成分及成品進行動物實驗， 惟縱使如此，就我國現行的消費市場觀察，立法禁止於我國進行化粧品動物實驗，仍有無法顧及之情況。例如：化粧品得於外國進行動物實驗後再銷售至我國，抑或者是我國的化粧品仍可能為了配合他國之法律，而於銷售至他國時進行動物實驗。化粧品的動物實驗依照現行之立法，難以完全禁絕。 同時，由於一般市面上的化粧品均不會特別標示產品之成分、成分是否曾經過動物實驗，許多在乎動物實驗議題的消費者往往亦難以選擇到合乎其消費理念的商品。 本文即係為了解決在現行狀況下，消費者無法取得正確的消費資訊並作出知情選擇的困境，以達成追求動物福利作為目的，試建構以動物福利為標示內容的動物福利標章。

The raising of beauty awareness and increasing growth of optimistic view on market. In order to enter the market and position the brand precisely, it is important for cosmetics and skin care products were the trend in Taiwan in the last 5 years. As growing demand for consuming face mask become the trend, manufactures and brands have an entrepreneur to understand and analyze the consumer behavior, characteristics and market status of face mask in Taiwan. The purpose of this study is to understand the features of creating a new face mask brand in Taiwan and predict the overall operation, brand positioning and financial performance. For research and develop of Resplendissance face mask with natural ingredients and vacuum packaging, the price positioning at medium-premium level to target office lady, female in labor force and teenagers. The performance of Resplendissance financial statement for five years, the great investment on promoting the product on drug store and social media channels by bloggers and youtubers results serious financial problem of generating negative profit totally NTD$1,321,200 in the beginning of four years. Assuming growth rate of sell quantity increasingly by 40%~50% every year because of continuously promoting on social media channels to attract Taiwanese and foreign countries in Asia, then net profit will finally reach to positive NTD$ 149,220 in fifth year and generate positive profit in the following years.

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京都大学 / 0048 / 新制・課程博士 / 博士(人間・環境学) / 甲第22527号 / 人博第930号 / 新制||人||222(附属図書館) / 2019||人博||930(吉田南総合図書館) / 京都大学大学院人間・環境学研究科共生人間学専攻 / (主査)教授 戸田 剛文, 教授 佐藤 義之, 教授 安部 浩, 准教授 青山 拓央 / 学位規則第4条第1項該当 / Doctor of Human and Environmental Studies / Kyoto University / DGAM

京都大学 / 0048 / 新制・課程博士 / 博士(地球環境学) / 甲第18433号 / 地環博第115号 / 新制||地環||23(附属図書館) / 31291 / 京都大学大学院地球環境学舎地球環境学専攻 / (主査)准教授 吉野 章, 教授 宇佐美 誠, 准教授 森 晶寿 / 学位規則第4条第1項該当 / Doctor of Global Environmental Studies / Kyoto University / DFAM