過去消費價值觀相關的研究，多從個人對「物」的消費價值感受來區分消費者，而少以「人」為研究主體，探討個人所持有的消費價值觀展現。與消費價值理論相關的文獻，雖也對消費價值觀作部份的敘述，但少有討論消費價值觀本質的相關研究。
因此，本研究回顧個人價值觀相關的文獻論述，確立個人價值觀的根本定義，仔細探查個人價值觀與消費價值觀之作用關係，據以重新定義消費價值觀為「個人從事消費相關活動時，所持有之可觀察或不自覺之持久性信念或概念，是個體對特定消費目標的偏好傾向，並作為個人在消費行動或面對多樣的消費客體時，據以選擇之準則」，並提出消費價值觀的特性。本階段所完成之消費價值觀本質性探討結果，正是本研究觀察年輕人消費價值觀內涵之依據。
本研究深度訪談12位年齡為20-25歲之年輕人，其中包含全職學生、兼職學生、以及上班族各四位，所描述的消費事件共計116件。研究發現，三大消費價值觀構面，各自包含兩相對概念。第一個構面為消費關注層次，具有功能導向和經驗導向；第二個構面為外在影響程度，具有他人導向與自我導向；第三個構面為行動力，具有現在導向與未來導向。個人消費價值觀可由上述三構面的傾向予以具體描繪。
本研究結果顯示，年輕人消費價值觀具有普遍性地偏向，明顯傾向於經驗導向、自我導向、和現在導向的消費偏好，表現出追求自我主觀感受滿足之立即性的消費行為。
整體而言，本研究不僅對消費價值觀的本質做了根本性的探究，讓消費價值觀之定義更加明確的同時，也釐清消費價值觀與消費價值概念上的混淆。本研究也解構出消費價值觀的三大構面與特性，以為未來消費價值觀相關研究，發展量化衡量工具的依據。 / Consumption values, the criteria employed by the individual for developing of the preference judgment in terms of shopping behaviors, are both a powerful explanation of and influence in consumer behavior. Due to limited empirical attention relative to its features and nature, the concept of consumption values is easily confused with consumption value which is the outcome of evaluative judgment of a object and has been acquired more research focus. Therefore, this study focuses on the construct of consumption values and intends to propose a conceptual framework as a basis for future research.
The study presences a quick review of the existing literature on the concept of values and value systems in order to recognize the fundamental elements of consumption values. Based on the review, the study refers to consumption values as an enduring belief and a preference concept that guides consumption behavior and as a general plan for consumption relative decision making. This redefinition is applied as the principle for analyzing young people’s consumption values.
Twelve depth interviews were conducted. The interviewees are aged from 20 to 25 and with full-time students, part-time students, and full-time employee evenly. 116 shopping behavior were collected in total. The results reveal three key dimensions of consumption values: (1) Functional-oriented versus experiential-oriented consumption values on the consumption focus dimension; (2) Other-oriented versus self-oriented consumption values on the external influence dimension; and (3) Current-oriented versus future-oriented on action-directed dimension. This framework serves as the basis for the structure of consumption values.
According to the findings, young people’s consumption values represent a consistent direction to be experiential-oriented, self-oriented, and current-oriented. Consequently, young people generally take immediate purchase action to fulfill self-emotional needs and wants.
As a result of this study, a conceptualization definition intended to capture the nature of consumption values is determined to be clearly distinct from consumption value. Also, the three key dimensions of consumption values are charactered as a framework for developing the measurement method in future research.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094355014 |
| Creators | 李竺姮 |
| 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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