Acculturation is the process in which individuals modify themselves to a new, dominant culture and how individuals acquire knowledge, skills, and behaviors appropriate to the consumer culture of the dominant culture. This study seeks to determine how the acculturation influence variables mentioned in past studies, the situational variable of companionship during consumption, and the marketing tactics employed by Taiwanese firms influence consumer acculturation of Latin American student visitors in Taiwan, i.e. attitude toward Taiwanese brands, consumption intention, and consumption behavior. Two product categories are studied: food and clothing. Data from Latin American student visitors were collected via web-based English and Spanish questionnaires as well as two in-depth interviews. Regression analysis and cluster analysis results indicate the following main findings: (1) marketing tactics employing English, Spanish, or Latin elements result in less preference consumption of Taiwanese food products and brands; (2) Taiwanese companionship during consumption is positively associated with more preference and consumption of Taiwanese food and clothing brands and products; (3) permanent residence intent and Taiwanese clothing preference and consumption are positively associated; (4) Taiwan media exposure is positively associated with Taiwan clothing consumption; (5) cosmopolitanism is negatively associated with Taiwan clothing consumption; (6) food product consumer acculturation is higher than clothing products in terms of consumption intention and consumption behavior whereas preference of Taiwanese brands in both product categories do not vary; (7) four acculturation patterns that coincide with past studies were identified among the Latin American student visitors in Taiwan, namely integrationists, assimilationists, separatists, and marginalizationists. These findings not only identify Berry’s acculturation patterns among visitors, but they also provide a different insight into consumer acculturation by studying visitors who by nature are different from the commonly studied immigrants: they do not travel in family units, hence the food habits are not as change resistant, and they do not intend to stay in the host culture for long, hence they supply of clothing they bring along with them allows them to refrain from consuming host culture clothing. Findings also contribute to both academia and management by discovering the negatively relationship between marketing tactics employing English and Spanish elements (e.g. English/Spanish communication content, salesperson, and brand names) and visitors’ consumer acculturation.

日本卡通在台灣相當受到歡迎，其閱聽人不只限於兒童，更擴大到青少年甚至年輕成人的年齡層，已經是台灣重要的電視節目類型。日本卡通除了媒體文本的播映之外，同時亦挾帶大量相關產品叩關，不但創造出廣大的商機，更全面而深入的影響了閱聽人／消費者的休閒娛樂與日常生活空間。 本研究採用問卷調查的方式，以台北市國高中生為研究對象，深入探討國內青少年接受日本卡通與相關商品的情形。研究者首先探討媒介結合商品的廠商策略與市場現狀，繼而從閱聽人使用的角度，追問青少年如何將卡通相關產品使用在日常生活當中，並綜合討論日本卡通影響下的青少年消費文化。 統計結果發現青少年收看日本卡通的時間能夠有效預測日本卡通相關商品的購買頻率，因此證實了收看日本卡通確實能夠提高青少年對於日本卡通相關商品的購買行為。研究發現日本卡通結合相關產品的銷售可以互相增強，而台灣青少年購買最多的卡通相關產品，是兼媒體、商品於一身的漫畫與電動，因此卡通、漫畫、電動三者隱然表現出一種「成套」販賣、使用的特色，甚至對日本流行文化整體的接觸與好感都有互相加強的現象。研究亦發現台灣青少年購買卡通商品時，最主要的意義是「新奇流行」，可知台灣青少年受到消費主義相當的影響，尚未發展出具有真實性、抗拒性的青少年文化。然而資本主義市場邏輯與青少年文化的抗拒特性關係相當複雜，因此台灣青少年是否具有主動性？這個問題仍留下許多值得討論的空間。 / Japanese animation is so popular in Taiwan that it has become a major television genre across children, adolescents, and young adults. It is not only a media text, but also bringing lots of animation merchandise, including comic books, games, clothes, accessories, and so on. Thus Japanese animation industry has created marvelous benefit, and its influence is prevailing and deeply on many aspects of the audience/consumer*s leisure and everyday practice. This thesis takes the adolescents in Taipei for example, exploring the promotion tactics of the industry on the one hand, and discovering how the adolescents use the animation merchandise on the other; then the discussion of youth culture and consumer culture in Taiwan will be carry on. This research finds out that the animation merchandise would reinforce each other and enhance the audience/consumer*s buying frequency. Comics and games are consumed most by the adolescents in Taiwan, implying that the three (animation, comics, games) are sold and consumed in "packages". At the same time, the most important meaning adolescents inscribe to the animation merchandise is "fashion and novelty", revealing that the youth culture in Taiwan is following the market and consumerism, not a original and authentic one.

本研究以宜家家居(IKEA)為研究對象，在台灣的社會文化脈絡下，探究其中包含的消費文化意涵。研究分為兩大部分，第一部分是整理宜家的消費特色；第二部分則是深入訪談不同社經背景的消費者對宜家的看法，並以布迪厄的概念工具對研究結果進行分析，最後針對兩部分的研究結果提出批判性的結論。 　　第一部分的研究乃是參照文獻與訪談宜家人員的結果，描述宜家的消費特色，以及宜家的台灣分店有何不同之處，藉此說明宜家此一消費場域的情況。第二部分則是以質性的深入訪談法，訪問十六位背景各異的台灣消費者，再以紮根理論精神的資料分析程序將訪問結果譯碼，並配合布迪厄的日常生活言行理論，分析出影響消費者對宜家觀感的慣習及資本因素為何。研究者除了以消費行為與文化意義兩個面向對宜家的消費現象提出討論之外，也提出個人的批判性關懷做為結論。 　　最後，研究結論認為，在本土文化力量薄弱的情況下，台灣的消費者未能發展出適合的認同，而隨著感性消費的趨勢起舞。在感性消費所訴諸的生活型態是仿自中產階級的情況下，台灣普遍存在著「跛腳的布爾喬亞人」-只有羨想，但缺乏行動。而這樣的情結，也穩固了既有中產階級的優勢社會結構。 　　另外，研究者也指出，關於夢想社會和感性消費的相關論述，有可能是一種為現存資本體制與國家合法性服務的再生產論述，身為知識分子，必須有所意識的看待這些來自於國外或國家體系提供的資訊。