文化認同、符號消費與新奢侈品購買行為關係之研究-以日系品牌為例

Abstract

近年台灣消費社會的新奢侈品消費型態與商品符號化情形日益顯著，廠商方面透過創造品牌符號、賦予品牌符號意涵以提升商品的附加價值；而消費者方面則是在購買時除了重視商品的實際功能效用，同時也會關注於品牌符號附加意義帶來的心理層面的感受與滿足。本研究以日本品牌 － 無印良品與UNIQLO作為研究主體，以符號消費理論、新奢華主義與文化認同論述三者共同形成的架構進行探討。一方面分析台灣無印良品與台灣UNIQLO採行的行銷策略規劃所營造出的符號價值，另一方面也解讀當這些訴求平價、來自日本的新奢侈品品牌在偏移其原始精神後，仍能吸引台灣消費者購買的價值。 本研究在蒐集品牌廠商相關的背景資料作為擬定訪談大綱與內容分析之用後，藉由訪問背景不同的日本消費文化使用者來進行個案研究，一共採訪了二十位受訪者，發展出消費架構包含三個構面，分別是新奢侈品品牌符號、企業行銷策略與消費者意義建構，此三個構面相互影響與互動，建構出符合現代消費者的真實需求與具備市場競爭力的產品。 本研究探討之來自日本的「無印良品」與「UNIQLO」皆為現今台灣消費市場上受到矚目的商品品牌，共通點是創造出低調高質感的商品符號價值與高尚的品牌價值，確實做到激發了消費者的情感訴求，成功達到商品符號價值的賦予與販賣。因此未來品牌廠商若想進軍新奢侈品市場，可利用符號性象徵因素與消費者在情感上產生共鳴，以達到迎合現代消費者的真實需求。

In recent years, the decision-making patterns for purchasing new luxury goods and the phenomenon of symbolization of commodity are gradually increasing in Taiwan. For manufacturers, they enhance the value-added commodity by creating the brand sign and giving the symbolic meaning; for consumers, they not only pay attention to the effective function of commodities, but also focus on psychological dimensions of experience and satisfaction. In this study, we use MUJI and UNIQLO as research subjects, and use the symbolic consumption theory, the new luxury, and the cultural identity theory as the framework to make discussion. We analyze the sign value created by the marketing strategy of Taiwan MUJI and Taiwan UNIQLO; on the other hand, we interpret the purchase value of these new luxury brands which come from Japan and shift their original brand spirit. In this study, after we collect the brand manufacturers’ relevant background information for the interview guide and content analysis, we interview the users of Japanese consumer culture from different backgrounds to carry out the case studies. Twenty respondents were interviewed to develop the consumption structure consists of three dimensions, namely, new luxury brand sign, corporate marketing strategies and meaning construction of consumers. The three dimensions influence and interact with each other mutually, and together form a picture to meet the real needs for consumers by providing competitive products in modern society.

Japanese brands such as MUJI and UNIQLO both attract much attention in Taiwan, and the common points of these brands are to create high texture and high symbolic value of brand value. MUJI and UNIQLO did a great job to arouse consumers’ emotional appeal which makes symbolic value of commodities given successfully. Therefore, if Taiwanese manufacturers want to enter the new luxury market in Taiwan, in order to achieve to meet the real needs of the modern consumers, they can use signs of symbolic factors to make resonation with consumers emotionally.