探討男同志次文化族群在不同認同階段的消費型態－以動機需求觀點

Abstract

本研究為了了解台灣男同志族群的消費現況與消費動機，本研究即從動機需求理論與同志自我認同理論的觀點出發，深度訪談了十五位受訪者。並依據自我認同階段與次文化互動狀況，將其歸納為三個不同的消費型態階段，分別為「探索期」、「活躍期」、「淡出期」。而研究發現與結論如下： 一、現今男同志次文化的消費型態。 包含健身、服飾、名牌、美容保養等，此類外貌消費皆反映出圈內主流的「熊族」形象，與該次文化「重視外貌」的集群意識。 二、其消費動機多為「歸屬感」與「尊重」的需求。 這可能來自於男同志長期受到的歧視與汙名，產生對「尊重」需求，亦或在與家庭、社會的疏離下，使得個體更加依賴同志群體，造成個體對於同志族群「歸屬感」的強烈需求，以此驅動消費上身分認同的展現。 三、隨著次文化族群的互動程度改變，個體的消費型態與動機也會隨之改變。 在探索期時，無力反擊的受訪者則多以安全需求、歸屬感需求為主導，維持「隱身」的消費型態。在活躍期時，個體已身處男同志次文化之中，當進行該次文化特有的消費型態時，即代表著追求屬於該次文化的身分認同，此消費動機即為歸屬感需求。而在探索期壓抑的環境中所醞釀出的尊重需求，更在活躍期階段激起了個體對於健身、名牌的消費。而後，轉至淡出期，個體則受圈內「青春至上」集群意識的影響，產生安全需求，進而進行保養抗老化與理財規劃的消費。 四、男同志次文化具有多元性與異質性的特性。 本研究發現即使同性戀被歸化為優勢文化下的次文化，同性戀圈內仍存在著主流文化與次文化等不同的消費型態。依據不同興趣與愛好所結合的次文化族群，不受主流文化擁有其消費風貌，諸如：藝文族群或宅男族群。

This research explores the consumption pattern and motivation of nowadays Taiwan gay subculture community. After in-depth interview with fifteen interviewees, the research findings are concluded as follow: 1.) The consumption pattern of nowadays gay community, which is bodybuilding, clothing, brands and cosmetic. This consumption pattern also represents the mainstream style “Bear” in gay subculture. 2.) The consumption motivation, which is “needs for belonging” and “needs for esteem”. Due to the act of isolation and discrimination in heterosexuality society, gay individuals may implement this consumption pattern as a way searching for eaten and belonging. 3.) The dynamic process. According to the self-identity experience and interaction with gay community, all interviewees were classified into three periods named as “the seeking period”, “the active period” and “the vanishing period”. As changing self-identity and interaction with gay community, individuals may also change their consumption pattern and motivation. 4.) The heterogeneity of gay subculture. Except the mainstream consumption pattern, such as bodybuilding, clothing and cosmetic, gay subculture also holds other subculture groups inside. Those subculture groups own totally different consumption patterns from mainstream gay demos.