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獨樂樂? 眾樂樂? 從網路拍賣探討網路時代的新消費體驗楊心怡 Unknown Date (has links)
網路購物是近幾年來新興的消費方式,它的快速、能動性、去地方╱地域性、無時間限制,讓購物活動變得輕鬆、便利。但也有另一派學者認為,當人人宣稱自己因為網路購物而能輕鬆、方便地找到想要的商品時,似乎也使得「shopping」變成一件平淡、毫無成就感可言、欠缺人味的活動,它不再是與工作分開的某一特殊事件,而是任何時候、隨時都可以發生的事。因此筆者試圖從另一角度出發,跳脫其「經濟」層面,提出「網路購物帶給我們什麼新的消費體驗?」這樣的疑問。
筆者認為,若將其詮釋為一種新的消費現象,甚至是創造出一種新消費文化,或許可更為深入地探究消費者在其中可能獲得的新的消費體驗與其意義。而從過往的研究可發現,消費者的「消費體驗」與「消費空間」有極密切的關係,因此本論文將從消費空間出發,意圖定義網路購物所形塑出的一種新式消費空間,藉此探討其可能帶來的新消費體驗。筆者從1822年在巴黎新興的一種消費空間──拱廊街談起,再到百貨公司、購物中心這類新式消費空間之間的轉變,從「漫遊者」的社會角色切入,試圖勾勒出不同消費空間所賦予消費漫遊者與商品及與人群間的不同關係的轉變脈絡,並與網路科技特性結合討論,以「消費者VS.商品」與「消費者VS.人群」兩個主軸,透過對網路消費者的深度訪談,探討現今網路消費空間中消費者所獲得的新消費體驗。
本研究發現,在新興網路消費空間中,商品照片改變了消費者與商品的關係,雖然網路消費漫遊者與傳統漫遊者一般,與商品的關係仍舊保持既涉入且抽離,但兩者的模式並不相同:網路消費漫遊者一方面因為照片裡的商品是由模特兒所穿戴,感覺與商品的距離較親近,較容易想像,但另一方面也因必須考慮再現物與真實的差距,讓網路消費漫遊者不只是對璀璨的商品展示感到目眩神迷,反而得以從成堆的商品符號中抽身,保持一些距離,做出理性的判斷。
不僅如此,網路既連結又隔離的特性,讓這群網路消費漫遊者得以快速地找到歸屬的部落,並在安心的居家空間中積極地社交、與人互動,卻也讓她們得以更快速地保持距離、回歸自我,尋找下一個離散的部落。這便是網路空間所提供的私人性與社交性的微妙比例,因而發展出新的網路購物體驗:網路消費漫遊者仍舊與人群保持既涉入又抽離的「陌生人」距離,唯一不同的是,她們的涉入包含了一些分享的成分。
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公開的秘密—從網路日記看網路上的公開與私密 / Open Secret-The Publicness and the Privateness of the Online Diary廖思逸 Unknown Date (has links)
在大多數人的日記經驗中,藏匿、上鎖、被偷窺後的憤怒總是如影隨形,因為所有說不出與不能說的秘密,都被寄情於日記之中。然而隨著網路普及,越來越多的基本生活需求可藉由網路滿足後,傳統的紙本日記也開始轉以網路作為記載與儲存的媒介,成了任何人都可公開遊賞的園地。 / 本文基於研究者本身在網路日記社群三年來的親身書寫參與經驗,以「愛情國小」作為主要研究場域,除了以日記作為文本分析的對象外,並深入訪談重度使用者以及退用者,以瞭解使用者如何處理既公開又私密的網路日記書寫。本文自日記在東西方的歷史發展出發,先行定位私密在日記中扮演的角色,再輔以從社會心理學層面對秘密本質的探討,來重新探討公開與私密的問題。最後以Goffman分析日常生活之人際互動的戲劇理論為本,佐以社會學中的陌生人理論,解析人們如何在公開的網路日記裡進行表演,其間的變與不變。 / 顛覆了傳統紙本日記之私密形式的公開網路日記,之所以能為日記書寫者接受或喜愛,無非是它既能滿足日記書寫的基本需求,同時又能在日記書寫之餘創造與他人社交互動的樂趣。雖然紙本日記「自我忠實紀錄」之要素,必須仰賴將他人隔離的秘密形式才得以達成,但日記書寫者仍是企圖向日記中想像的對象揭露公開,解決秘密無處可訴的焦慮。而網路日記不僅隔離了現實生活中的親友熟人,更進一步為日記書寫者帶來了能提供積極聆聽,並能給予回應互動的具體觀眾。這些網路上似近實遠、似遠實近的陌生人,讓網路日記書寫者願意公開與之分享私密自我,並且無須擔憂網路日記紀錄的後台面向會對現實生活之前台演出造成破壞。換言之,網路日記既有公開面對觀眾、在意觀眾反應的前台特性,亦有自現實生活前台角色解放、呈現私密自我的後台性質,實則為一結合了公開與私密、前台與後台之「私密自我的展演」的中間地帶。因此,網路日記書寫者只能透過訊息管道的操弄與分寸拿捏,隨著與不同觀眾間親疏遠近的關係變化,揭露不同層面或程度的私密,且更進一步控制與不同觀眾間的心理距離。 / Diaries, on which personal matters are inscribed, are defined as a literary form that is written for oneself and therefore are kept privately, some even locked up, to avoid prying. However, the privateness, the distinguishing characteristic of diaries, has abated since the prevalent internet has become one of the media of storing content of diaries. The study is to investigate how diary writers coping with the conflict between the privateness and publicness in online diaries. / This study is based on the personal online diary writing experience of the author for three years in "Love School" ( http://love.youthwant.com.tw), the field of this study. The interviews with nine persons, including heavy users and dropouts that had ever been indulgent in Love School, are the main qualitative analysis material with some online diaries for textual analysis. / Beginning from exploring the changes in the nature of diaries both in eastern and western history, the study proceeds with probing to the characteristic of secrecy to comprehend that diaries inherently are both public and private. Moreover, Goffman's theory of human interaction in daily life and Simmel's of strangers offer steppingstones to detail the features—interacting and sharing intimacy with others unknown—of writing diaries on public internet. / Briefly speaking, the prevailing phenomenon of online diaries reveals that making diaries public can satisfy the needs of recording private life and of social contact simultaneously. Despite that traditional diary is kept away from anyone to ensure frankness, all the diary writers indeed still reveal themselves in it to some object(s), real or imaginary. Online diaries not only can exclude, if writers want, people who know them in person, but also bring in the unlimited audience with real feedback. Since the audience is composed of strangers, somehow far enough not to reach online diary writer's everyday life but virtually close to see his/her innermost, the online diary writer doesn't have to be anxious about the destruction of frontstage performances in everyday life, caused by backstage behaviors in diary being revealed. In other words, online diary is a frontstage as well as a backstage, that is, a middle region, where the division of the public and private is blurred. In online diaries, diary writers are able to disclose private selves hidden from frontstage role playing while audience¹s gaze and applause, absent in backstage, is all around. To reconcile the conflict between publicness and privateness, online diary writers master in manipulating information accesses and discretion. Therefore, they can disclose different aspects and degrees of privacy to various audiences according to various relationships, and can be the dominators subsequently to control psychological distances between them.
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