- 研究生: 邱苑琪
- 論文名稱: 從消費者行為看臺灣社會階層間生活模式的差異
- 指導教授: 蔡明璋
- 關鍵字: 社會階層、生活模式、文化資本、消費行為、文化多樣性
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本文主要的研究目的在於分析台灣社會中，不同階層間消費文化的生活模式差異。研究使用「台灣社會變遷基本調查計劃」五期三次的社會階層組問卷資料，針對研究問題分析音樂和戲劇、休閒活動、閱讀書籍、奢侈品和汽車等五個生活模式面向，研究假設：一、階層位置越高，文化性消費行為的表現越呈現出文化的多樣性；二、階層位置越高，在炫燿性消費上容易受參照群體Reference Groups影響而有其獨特的消費行為。
在文化性消費生活模式的面向分析中發現，除了家庭收入對音樂和戲劇欣賞沒有顯著性外，一如研究所預期的其他所有面向上在階層化變項的教育年數和家庭收入都具有解釋力。而屬於「炫燿性」消費的奢侈品及汽車消費上，則有別於音樂、休閒和閱讀，其結果為教育年數並無顯著影響，而是家庭收入和參照群體具有顯著影響。
這樣的分析結果顯示，在文化性消費和奢侈品消費的生活模式間，各具有其不同的屬性與特質，因此同樣的解釋變項有些顯著，有些並不顯著，意味著消費行為與生活模式並非只用教育、職業、家庭收入和網絡來解釋就都具有同樣效果，而是在不同屬性或特質的消費模式中（如文化性消費和炫耀性消費），不同的解釋變項便具有不同的影響力。
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Abstract
The main purpose of this research is to analyze and compare the consumer behavior differences between different social classes in Taiwan . The database come from “2007 Taiwan Social Change Survey 5-3” by which collecting all information from the replied questionnaires project to five major consuming topics – Music＆Drama leisure activities Reading , Luxury goods and Cars . There are two consumptions in my research : 1. Higher position level consumers of a society trend to consume with more culture varieties . 2. Higher position level consumers’ consuming character trend to be influenced by the “Reference Group” .
The findings in my research can be concluded :.A. For the topics of culture activities like music and drama , there is no apparent correlation between family income and activities . On the other hand, it is very reasonable and explainable that there is a positive correlation between family income and other luxury activities . B. For the specific item of car purchasing , it strongly correlates to the family income and its community interaction . No correlation was found with its education level .
Base on the analysis result and conclusions showed above , it is obviously that the
consumer behavior for culture activities and luxury goods belongs to different categories, each one of them also has its own character . There is no any single parameter such as education, occupation, family income or communi interaction can fit into a model to explain all consumer behaviors . However , it will become meaningful while we try to explain each individual consumer behavior by a specified parameter .
