傳統的消費理論認為，在當代的消費社會中，消費的動力來源在於生產者透過行銷的方式為商品

注入象徵意涵，並說服不同人口變項的消費者、讓他們認為他們需要持有這項象徵意涵而進行消費，

而不是為了商品的使用價值而購買，像是新婚伴侶讓為了愛情購買鑽戒、或是讓男性為了陽剛氣質購

買皮卡車等等。這樣的理論預設了生產者根據不同的消費者人口變項進行行銷再進行購買。

但我們提出錯位消費的概念，指出並非所有消費者都會按照生產者預期的客群進行消費的錯位消

費現象挑戰這樣的觀點，並以當代的「大人買」現象中的變形金剛成年粉絲做為案例，討論當成年的

消費者去購買生產者以孩童為客群行銷的商品的錯位消費現象。我們發現過往的研究對於成人購買孩

童玩具的發現歸因於三種可能，包括補足童年遺憾、喜好或是延續兒時興趣，但是缺少對於這些消費

者本身身為成年人的條件進行近一步探討的研究。

本文採用質性研究，並以深度訪談進行，共成功訪談14名不同年齡、性別、生命歷程、家庭狀態

之受訪者，並製作逐字稿。經過對逐字稿進行分析、整理後，我們發現當代成年變形金剛粉絲在進行

大人買的錯位消費現象時，並不太會因為購買以孩童為客群設定的商品因而受到家人、同事或其他社

會集體成員的批判。但是他們同樣必須面對必須取得正當性的挑戰，也寄售必須能夠在滿足其他不同

現實層面考量、需求的情況下才能進行，因為這些需求以金錢和空間為大宗，本文簡稱為金空問題。

而每個成年人正處於的生命歷程、職業、家庭狀態和社會集體則會影響這些每個成年人需要面對的金

空問題、以及完成的難度。

最後，我們建議未來的研究者可以對其他不同人口變項的錯位消費進行研究。

論文外文摘要： Traditional consumption theories suggest that in contemporary consumer societies, the primary driver of consumption lies in producers infusing commodities with symbolic meanings through marketing. Consumers across diverse demographic segments are persuaded to buy products to possess these symbolic meanings rather than for their utilitarian value—such as newlyweds purchasing diamond rings for love or men buying pickup trucks for masculinity. This theoretical framework assumes that purchases occur only after producers market goods to specific demographic segments.

This study challenges this view by proposing the concept of "displaced consumption", arguing that not all consumers purchase goods aligned with the producer's intended target audience. Using adult Transformers fans within the contemporary "adult-buying" phenomenon as a case study, this paper examines the displaced consumption pattern where adult consumers purchase goods originally marketed to children. While previous research attributes adults purchasing children's toys to three main factors—compensating for childhood deprivation, personal preference, or continuing childhood interests—it lacks an in-depth exploration of the conditions tied to the consumers' status as adults.

Employing a qualitative research design with in-depth interviews, this study successfully interviewed 14 participants across varying ages, genders, life-course stages, and family statuses between February and May 2026. Analysis of the verbatim transcripts reveals that contemporary adult Transformers fans face little criticism from family, colleagues, or social circles for purchasing child-oriented products. However, they still confront the challenge of legitimizing their consumption, which requires navigating various practical constraints—predominantly financial and spatial limitations, referred to in this paper as the "money-space dilemma." An adult's specific life stage, occupation, marital/family status, and social circle significantly influence both the nature of this dilemma and the difficulty of resolving it.

Finally, this paper suggests that future research explore displaced consumption across other demographic variables.