根據內政部的數據顯示少子化、單人家戶已成為現代社會中的趨勢，而在這樣的社會趨勢底下，人們的價值觀和消費型態也逐漸發生改變。
台灣自1960年代實施的家庭計畫使得生育率開始下降，直到2010年甚至跌到只剩0.895（內政部2010），成為全球生育率最低的國家；不僅是少子化衝擊台灣的社會，單人家戶不斷攀高也是其中一項，從2001年其佔總戶數比例為24%，到2010年上升至28.7%，這再再顯示出台灣的現在和未來，將會有一群龐大的單身族群，這群人可能沒有兄弟姊妹，或是婚姻關係，這變化不單影響著個人的生命歷程，其消費模式都將產生劇烈轉變。
本研究針對此現象，以新竹地區三家星巴克的單身消費的顧客，以及內部員工為對象，探討關於一個人的消費型態。其研究發現長期一個人進入星巴克消費者的動機，不僅消費咖啡、環境，更是消費與夥伴之間的互動關係，而這種消費型態本文稱之為「寂寞消費」，此消費動機有別於過往購買物質性商品的模式，即商品的品質和價錢，其寂寞消費者的動機，更在乎場域之間彼此的「關係」，這群消費者多半來自於單身、親密關係較為缺乏的生活環境，以及喜愛與他人互動的性格，從這些現象可以得出，當未來人們趨於單身時，如何可以消費中同時獲得社會性滿足將會是新的商機。 / According to the statistics provided by the Interior ministry, the low-birth rate and single-family household rate have been a trend nowadays. Under such a circumstance, people’s values and consuming types are gradually changing.
Since 1960, the birth rate has started to decrease resulting from the implement of Family Project(家庭計畫) in Taiwan. Till 2010, the birth rate had fallen to 0.895 (Interior ministry 2010), which is the lowest birth rate in the world. It is noted that not only the trend of fewer children(少子化) but the increasing of single-family household (單人家戶) strike Taiwan society. Specifically, the rate of single-family household in Taiwan keeps increasing from 24% to 28.7% in 2001 and 2010, respectively. This phenomenon implies that there has been and will be a large group of people having no brothers, sisters or marriage relation in Taiwan. Such changes in social structure will affect the life experience for each single person and significantly change people’s consuming types.
In this thesis, in order to investigate the above-mentioned phenomenon, we took single consumers and staff of three STARBUCKS shops in Hsinchu as samples to explore the consuming type of a single person. It is found that a long-term consumer who is single consumes not merely coffee and environment but the interaction with staff in STARBUCKS. Such consuming type is called loneliness consuming in this study. Looking into the causes of loneliness consuming, the motivation behind such consuming is to establish relationship with people through places. It is observed that the lonely consumers in general like to interact with people but are single or from the environment with less close relationship. Accordingly, in the trend of more people being single, how to simultaneously satisfy the sociality in the behavior of consuming for consumers may yield new business opportunities.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099254003 |
| Creators | 陳姿伶 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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