| Summary: | 碩士 === 臺灣大學 === 新聞研究所 === 96 === 7-ELEVEN as a convenience store in Taiwan grows rapidly in recent years when the market is getting saturated. Although all the other companies slow down their steps to expand branches, 7-ELEVEN increases its speed to open more and more stores.
The studies in the past usually explained this situation in terms of business management or consumer psychology. The viewpoint of business management focuses on the performance of organizations. It assumes the excellent internal performance would conduct to the market. The consumer psychological studies put emphasis on satisfying consumers’ needs. It thinks as long as consumers’ needs are materially and mentally satisfied, the performance will be good.
However, the analyses of these studies are lack of social context, and put the relation between producers and consumers out of social structure and social situation. To provide a different point of view, lifestyle studies give us a good structure to understand this situation. Not only can we understand the changes of 7-ELEVEN in recent years, but we can connect the experiences of consumption with personal life world. I think both 7-ELEVEN and its customers now follow the lifestyle to produce and consume. In this thesis, I call it “lifestyle turn” to show the changes from basic consumption to lifestyle consumption.
I use participant observation, content analysis, and second-hand document analysis to understand the lifestyle turn of 7-ELEVEN. I also use in-depth interview to understand the consumers of 7-ELEVEN, and to check if they have lifestyle turn in their consumption as well.
I found that 7-ELEVEN not only becomes a new means of consumption, which makes consumption faster and smoother, but it creates experiences and aesthetic elements to fit in with consumers’ lifestyle. It can even provide a complete lifestyle proposal. It proves that it has lifestyle turn.
The consumers of 7-ELEVEN show that they can feel and understand the lifestyle turn of 7-ELEVEN. They change their way of consumption from basic-need consumption to lifestyle consumption as well.
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