收藏動機、行為與情感之結構性分析

Abstract

「收藏」可說是人類進行已久的消費活動，並存在於各種文化之中，一般人即使不是專業收藏家，多少在成長過程中有過收藏行為，甚至從童年時期就已開始進行，因此收藏行為可算是人類最早的文化活動之一。近年來在日本興起一股「御宅族」文化，專指在某一特定領域的狂熱份子，「御宅族」對特定偏好目標的極端消費態度，最常見的行為表現便是收藏有關偏好領域的所有商品、資訊，對於有強烈偏好的目標，「御宅族」願意將絕大部分的所得用在收藏上，這種基於情感偏好而引發的消費潛力是超乎想像的。過去對於收藏行為的研究，多集中探討收藏過程中某一部分活動，而本研究則根據過去文獻中提及有關收藏動機、行為、價值理論建立一套模型架構，用以描述消費者在收藏過程中各項心理、行為反應之間的因果關係。 本研究以442份有效問卷為樣本，採用LISREL 8.54進行實證分析，研究結果顯示，有相當高比例的受訪者曾經或仍然持續進行收藏活動，也多傾向保留收藏成果，此外商品的主題性是決定商品能否成為「收藏品」的重要因素。在收藏者進行收藏活動的動機因素中，「自我實現動機」、「物質獲得動機」、「觀賞動機」以及「社會動機」都將促使收藏者不斷對收藏投入心力，當收藏者投注心力越多，會更希望能繼續擁有收藏品，收藏成果也會更加完整，而收藏者能在保存、展示收藏品的過程中獲得更高的情感滿足。

Human beings have been engaged in collecting activity for a long time and such activity has been observed in many cultures. A lot of people, even not professional collectors, have ever devoted themselves to collection from their childhood and accordingly collection is one of human early period’s behaviors. Recently, a special phenomenon, so called “otaku”, has been observed in Japan which describes people fanatic about specific areas. The most conventional behavior the otaku have is collecting all kinds of products and information about specific targets and the otaku are willing to spend bulks of their disposal income on those targets. Such emotion-based commercial potential is unthinkable. Previous studies about collecting behaviors focused on parts of collection. Consequently, the purpose of this study is building up a model, which is bottomed on theories about motives, behaviors, and consumer values for collection in previous studies, to explore the causal relations between consumers’ psychological and behavioral reactions in collecting cycle. This study has received 442 valid questionnaires as research data and adopted LISREL 8.54 to be analysis tool. The result of this study suggested that large proportion of responses have once been engaged in collecting activity and tend to preserve the collections. Moreover, a specific subject is key fundamental element of collection. The motives for self-fulfilling, acquisition, aesthetic, and society would prompt collectors to invest their money and time in collection steadily. The more energy collectors invest, the more complete collections are, and the more they want to keep the collections. Furthermore, collectors would feel emotional satisfaction through preserving and displaying collections.