黑色行銷-透過模仿行為建構真實性

Abstract

黑色行銷（Black Marketing）是指發生在黑市（Black Market）的一連串行銷活動之集合。然而，黑市的地下和非法特性，使其所進行的經濟活動並非為一般人所熟知，亦導致黑色行銷一直是行銷領域較少著墨的區域。本研究以詐騙（Scam）地下經濟產業為例，試圖以瀰因（Meme）觀點，探討詐騙產業的行銷活動，藉此瞭解詐騙者與被害者之互動發展歷程；同時企圖解釋被害者上當受騙可能原因。 瀰因一詞由英國學者Dawkins提出，說明文化內涵將透過模仿行為（Mimicry）而達到傳遞與傳承的作用。其中，每一種可以依靠模仿而被複製和傳遞的東西都是一種瀰因，包括從電視劇情模仿而來的擄人勒贖手法即是一例。本研究以質化研究的方法，透過深入訪談被害者以及利用內政部警政署所提供的次級資料，將被害者的經歷過程劃分為四個階段，依序為瀰因認知、瀰因聯想、瀰因對齊和瀰因加強階段；並將詐欺者所進行的行銷活動內容分解成瀰因和事件兩要素。 本研究結果指出詐騙者與被害者的互動發展歷程為一動態的互動模式。被害者所經歷的詐騙情境為一連串的詐騙事件所組成，而每一詐騙事件需搭配數個瀰因，亦即（詐欺者的）模仿行為來展現事件的真實性，且唯有當被害者建立事件之真實性後才可能引發後續事件的發生，進而使其上當受騙。同時，本研究結合真實性（Authenticity）之論點，提出詐騙活動所進行的黑色行銷實為一參雜指標性、象徵性和存在主義真實性之建立過程。

Black marketing is the aggregation of a series of marketing activities took place in the black market. However, the underground based and illegal features make it hard to be identified by public, and that is why previous marketing research focuses less in this area. The study focus on Scam industry and take the view of Meme to explore the marketing activities happened in scam process, also to understand the development of interaction mechanism between scammer and victim and attempt to explain the possible reasons why victims fall for it. The concept of Meme is brought up by Dawkins to explain how culture connotation transmitted and passed down by mimicry. The thing that can be replicated and transmitted by mimicry is one kind of Meme, including the skill for kidnapping learned and mimicked from plots in drama. The study use qualitative method including deep interview with victims and secondary data obtained from the government to analyze the scam mechanism, moreover, divided the victim’s experience into four stages in turn: Meme Awareness, Meme Association, Meme Alignment and Meme enforcement stage. Furthermore, we figured out the two construct elements in black market activities: Meme and event. The study concluded that the interactive mechanism between scammer and victim is a dynamic and interactive process. Scams which victim encounter are made up of a series of scam events. Every event however, comes along with few Meme, as well as mimicry to render authenticity of events. Only when its authenticity constructed by victim, can the next event follow and finally made the victim fall for it. Meanwhile, the study combines the viewpoint of authenticity, demonstrating the black marketing in scam including construction of indexical, symbolic and existential authenticity.