羅東鎮傳統市場及生鮮超市的空間分布與消費認同之研究

Abstract

本研究目的為探討羅東鎮傳統市場及生鮮超市的空間分布與消費認同。在研究的過程中，本研究透過對於羅東鎮內的四處傳統市場及七間生鮮超市進行消費者社經屬性、消費行為與消費考量因素的問卷調查和訪談後，以服務圈、卡方檢定、相關係數等研究方法，去了解傳統市場以及生鮮超市之間的差異情況，並藉此去探討個體在客觀因素（如職業、受教育程度…）與主觀因素（品牌、高消費…）的交互影響下，如何透過大眾化的消費商品與空間，建構出其群體認同感與自我認同感。 研究發現傳統市場與生鮮超市的消費者在「年齡」、「教育程度」、「職業」、「居住地」等四個社經屬性項目有顯著差異；在「結伴情況」、「交通工具」、「購買商品種類」、「消費頻率」、「消費時段」、「消費金額」、「停留時間」、「會不會去另一類型市場購物」、「另一類型市場購買的商品種類」等九個消費行為項目有顯著差異。 經兩類資料的交叉分析並配合消費考量因素可知，影響羅東鎮傳統市場與生鮮超市消費者「群體認同」的因素有三：（一）職業：職業是一種社會資本，個體在職場中會尋找群體認同，因此市場消費者會表現出與其職業相符的消費行為與思維模式、（二）性別：在傳統的群體認同觀念中，空間會因為社會文化的制約，形成性別的分佈，排擠了傳統市場中的男性消費者、（三）情感：在群體的互動關係中所產生的情感因素，以非理性的方式影響了個體的群體認同，使市場消費者產生非理性的消費行為。 另外，羅東鎮傳統市場與生鮮超市的消費者表現「自我認同」的地方有二：（一）高文化資本的消費者：文化資本會在消費方式的選擇中進行投射與強化作用，即使是購買行為的細微方面，個人身分意識中的文化資本成分也會反映出來。（二）場所：場所的舒適度是一種服務性消費，市場消費者對環境的舒適度及整潔度的重視顯示出消費者的自我風格，並從中展現自我認同。

This thesis aims to explorer the space and consumptional identities in Luo Dong traditional market and supermarket. Based on the surveys and interviews of the consumers from four traditional markets and seven supermarkets in terms of the statistics of consumers’ properties, consumers’ behaviors, and consumers’ consideration, this thesis makes use of the Research Methodologies of Isochrone, Cluster Analysis, correlation coefficient, to examine the differences between traditional market and supermarket. Besides, this thesis analyzes how consumers construct their group identity and self identity through the popular commodities and space with the influence of objective reasons (occupation, level of education, etc . . . ) and subjective reasons (brand, high consumption, etc . . . ) . The results reveal that consumers in traditional market and supermarket have obvious differences in the category of the statistics of consumers’ properties, like “age,” “level of education,” “occupation,” “inhabitation,” while noticeable differences are also found in the category of the consumer’s behaviors such as “company,” “transportation,” “commodity variety,” “consuming frequency,” “consuming time,” “sum of consuming money,” “retention period,” “the possibility of consuming in the other kind of market,” “the commodity variety bought in the other kind of market.” After the intersected analyze of the two categories and consumers’ consideration, it shows that there are three elements, which influence the group identity in the traditional market and supermarket in Luo Dong. The first one is occupation, which is a kind of social capital. Consumers need group identity, which will be presented through their consuming behaviors and thinking style that are correspond with their occupation. The second one is gender. In the traditional concept of group identity, culture confines space, in which the male consumers are excluded from the traditional market. The third one is affection, which influences the group identity in an irrational way, which causes the irrational consumers’ behaviors. Consumption in a market a little far away from home can be an example. In addition, the consumers’ self identity in the traditional market and supermarket present in two categories . The first one is “The consumer who own high culture capital.” Consumptional behavior will strengthen the choice of consumption. A consumer’s culture capital will present in detail Consumers’ behavior. The second one is “place.” A cosy place is a kind of served consuming. Consumers present their own style and self identity through their demands for a comfortable and clean place.