Research of Consumption Value and Consumer Lifestyle on The Secondary Market of Fort Worth Bridge

• Main Authors: Hsu,Chien-Hui, 許千慧
• Other Authors: Chih-Kai Chen, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/37225200873741524066

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 100 === With increasing global awareness of environmental protection, many advanced countries have created recycling programs, and society has trends for reuse through second-hand buying and selling of many products. In order to advocate the concept of environmental protection, Taiwanese government has gradually pushed the related recycling projects, and non-governmental groups are often organizing second-hand weekend markets (shopping areas specifically for used products.) Additionally, during times of economic recession, more people are turning to second-hand consumption as a cost-saving measure. This study selects a second-hand market in the Fort Worth Bridge area of Taipei. This is a good representation of regional second-hand markets, due to the large number of vendors and shoppers at the location. Consumers were surveyed to understand their lifestyle and opinions of second-hand goods. Investigated are four consumption motivations, as cited from Sheth, Newan and Gross. These motives include functional, social, emotional, and curiosity. Results show a tend toward emotional and curiosity value for second-hand goods overall. For the consumer lifestyle, using Plummer’s lifestyle theory as the basis with the cluster analysis, consumers of the Fort Worth Bridge secondary market are divided into three groups- fashion-romanticism style, pragmatism style, and otaku style. This study describes the second-hand consumption motives of each style group. Consumers in the fashion-romanticism style group think goods from second-hand markets have curiosity value while those in the pragmatism style group find the goods have emotional value. The otaku style group had fairly even scores in each functional, social, emotional, and curiosity categories, with only slightly higher on emotional value.