協同消費情境下消費者自我概念之探討

Abstract

人被鼓勵消費擁有產品，產品可以被視為消費者自我概念的一部分，然而隨著經濟發展，這樣的觀念卻對環境、社會都造成負面影響與壓力，過度的消費與隨意的消費，造成地球垃圾過量、消耗過多資源，面對這樣的情形，有一種新穎的協同消費方式正在成長。 協同消費是一種新型態的熱潮，透過交易平台或者由消費者對消費者，用分享、以物易物、出借、租借、贈與、交換等方式，其主要特點為「以使用權代替所有權」，不用實際擁有產品，即可享受到產品帶來的服務，它重新定義、創造了一種商業模式，不再只是關注人消費了什麼，而是人如何消費。 協同消費提供具有短暫接觸與多重的產品與服務，可以創造有別於單一延伸自我概念，產生暫時性與多重延伸自我的可能，本研究回顧過去文獻，針對在協同消費情境下之消費者自我概念提出新的命題，認為當人們基於自我評估的動機而採取向上社會比較時、當人們基於自我彰顯的動機而採取時間維度自我比較，皆會有對自尊、正向自我概念追求的結果，產生暫時性延伸自我的需求，進而採取協同消費；個體為達成期望的可能自我，會經歷動態修正過程，產生暫時性延伸自我的需求，來調整現在的自我，個體會在此動態過程中採取協同消費；個體具有多重社會認同，因此有多重延伸自我的需求，且協同消費的模式可以滿足其需求。

People have been encouraged to consume the products, the product may regard as a part of the consumer’s self-concept. However, as the economic grows, we hurt our environment and the society. Over consumption leads to negative influence such as excessive trash and resource use. Facing such situation, a new way of consumption is emerging. Collaborative consumption is a phenomenon. Consumers can use internet platform to share, barter, lend, rent, give or swap goods. The core concept of collaborative consumption is to abandon ownership without sacrificing the quality of life. The relationship between physical products and individual ownership is changing. Consumers nowadays want not the stuff but the experiences and services it provides. Collaborative consumption creates a new business model, focusing on “how people consume.” It is because of limited access and various kinds of products and services, collaborative consumption fulfills the need of individual’s temporal extended self and multiple extended self. The thesis reviews the literature and investigate the consumer’s self concept in the context of collaborative consumption. Whether an individual conducts social comparison, temporal-self comparison, or striving to achieve possible selves, he/she may adopt collaborative consumption because of a need of temporal extended self. Also, an individual has a need multiple extended selves due to multiple social identities. Therefore, collaborative consumption may be a better way to access to products.