「生活雜貨」常被指陳為日常生活中的一切用品，但它的意涵逐漸深化，揭
示了它所具有的無形的意義，以及這些意義與消費者的關係。「生活雜貨」也涉及了消費者整體的居家生活方式與美感呈現，其使消費者得以形塑或維持自我認同。因而本研究認為「生活雜貨」的消費具有符號消費與體驗消費的特性，不但反映消費者的生活美學，也影響消費者的自我認同。因此，本研究主要在探究「生活雜貨」符號消費與體驗消費的形貌與特性，並透過「生活雜貨」的消費經驗，試圖探析消費者的生活美學與自我認同。

根據以上前提，本研究的研究問題分為以下四點：（一）消費者喜愛「生活
雜貨」的原因為何？對他們來說，「生活雜貨」的魅力與價值何在？具有什麼樣的文化或符號意義？（二）在「生活雜貨」的整個消費過程中，消費者擁有何種體驗？過程中所呈現的美感具有何種特性？（三）喜愛「生活雜貨」的消費者擁有何種生活美學與態度？（四）透過「生活雜貨」的消費與體驗，消費者維持與建構出什麼樣的自我？「生活雜貨」在消費者的自我認同中扮演什麼樣的角色？

本研究使用深度訪談法，並將受訪者鎖定在「生活雜貨」消費群體之最大宗
－「台北都會地區單身女性」。透過11 位受訪者的訪談資料，本研究發現在「生活雜貨」符號消費下，受訪者追求的是關於理想的生活，包含「條理生活的構成」、「風格生活的組合」、「情感生活的建立」與「美感生活的體驗」四種消費形貌，反映的是「生活雜貨」不但讓受訪者料理生活大小事，更提供多種選擇與搭配，為空間增添生活的味道，甚至幫助受訪者去想像、體驗另一種理想的生活形貌。

再者，「生活雜貨」消費過程也是一種美感體驗，體現出一種隨性、放鬆的消費過程。此外，本研究發現最能創造豐富體驗與感受的是「小店」，其不但能提供受訪者預期外的驚喜，也具有個別特色、故事，與展店或創作的理念。而在「生活雜貨」消費所反映的生活美學上，其所引發的美感特性包含了簡單、自然、混搭、氣氛、獨特、意義與人情等七個要素，並也同時座落於受訪者
居家空間的想像與嚮往，亦反映了受訪者對於自我的認同，包含「自在的我，自由的生活」與「豐富的我，豐盛的生活」這兩個認同構面，即是愛好簡單、自然，並熱愛品味生活、體會生活細節的人格特質。

因此，透過「生活雜貨」，受訪者得以對自己生存的空間與環境進行源源不
絕的營造行為，進而追求心目中理想的生活型態。「生活」因而是一種動態經
營，而非靜態的存在。透過「生活雜貨」符號性與體驗性的意義，「美感生活」成為受訪者消費主體之所在，甚至會透過生活美學來建立一個美感群體。

Dufrenne, M.著（1980）。孫非譯（1987）。《美學與哲學》。台北：五洲。
John Berger（1972）。戴行鋮譯（1993）。《藝術觀賞之道》。台北：台灣商務。
Marcus, C. C.（1995）。徐詵思譯（2000）。《家屋，自我的一面鏡子》。台北：
張老師文化事業
Mrs.f/Felissimo（フェリシモ）著（2004）。李毓昭譯（2006）。《Voyage！旅行世
界瘋雜貨：旅行中，時時刻刻尋找可愛的東西和快樂的事情》。台北：太雅。
Rapoport, A. （1982）。施植明譯（1996）。《建築環境的意義---非語言的交流途
徑》。台北：田園城市文化
三采文化編輯群（2007）。《創意雜貨市集902 Zakka of living》。台北：三采文化。
中國時報編輯群（2008 年11 月1 日）。〈雜貨也賣生活態度〉，《中國時報》，頁
E2。
米力（1999）。《米力生活雜貨舖》。台北：角色文化。
吳昭怡（2004）。〈生活美學戰，精緻開打〉，《天下雜誌》，307。台北：天下。
李安君（2006 年10 月18 日）。〈把東京生活品味買回家〉，《中國時報》，頁E6。
李御守著（2008）。沈文訓譯。《日本人的縮小意識－豆物狂的傳奇》。台北：漫
遊者文化。
許宏榮（2004）。〈外觀和感覺讓生活更有趣〉，《風格美感經濟學》。台北：商智。
郭清波（1998）。〈鑑往知來掌握生活雜貨契機〉，《商業現代化》，26，25-26。
郭萬錦（1998）。〈生活商品多元發展現況〉，《商業現代化》，26，30-32。
黃筱威（2000）。《東京台北逛雜貨》。台北:朱雀文化。
葉怡蘭（2000）。《Yilan's 幸福雜貨鋪》。台北：皇冠。
廖惠萍（2007）。《雜貨@東京》。台北：麥浩斯資訊。
劉維公（2001）。〈當代消費文化社會理論的分析架構：文化經濟學、生活風格與
生活美學〉，《東吳社會學報》，11，113-136。
劉維公（2006）。《風格社會》。台北：天下。
蔣佩珊（2008）。《雜貨商品的插畫圖案應用於手工拼貼兒童圖畫書創作研究》。
銘傳大學設計創作研究所碩士論文。
蕭新煌、劉維公（2001）。《迎接美感社會的來臨：現代社會生活與美感》。台北：
國立台灣藝術教育館。
韓叢耀（2005）。《圖像傳播學》。台北：威士曼文化。
Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
Aaker, D. A. (1996). Building Strong Brand. New York: The Free Press.
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research,
34, 347-356.
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer
Research, 15, 139-168.
Bocock, R. (1993) Consumption. London: Routledge
Bronfenbrenner, U. (1960). Freudian theories of identification and their derivatives.
Child Development, 31, 15-40.
Brubaker, R. & Cooper, F. (2000). Beyond identity. Theory and Society, 29(1), 1-47.
Campbell, C. (1983). Romanticism and the Consumer Ethic: Intimations of a
Weber-style Thesis. Sociological Analysis, 44(4), 279-295.
Campbell, C. (1987). The Romantic Ethic and the Spirit of Modern Consumerism.
Oxford: Basil Blackwell.
Campbell, C. (1995). The Sociology of Consumption. In D. Miller (eds),
Acknowledging Consumption: A Review of New Studies,96-126. London: Routledge.
Chernatony, L. D. & McWilliam, G. (1989). The Varying Nature of Brands as Assets:
Theory and Practice. International Journal of Advertising, 8(4), 339-350.
Cova, B. (1997). Community and consumption-Towards a definition of the “linking
value” of product or services. European Journal of Marketing, 31(3/4), 297-316.
Dittmar, H. (1992). The Social Psychology of Material Possessions: To have is To Be.
New York: St. Martin Press.
Douglas, M. & Isherwood, B. (1979). The World of Goods. New York: Basic Books.
Doyle, P. (1990). Building Successful Brand. Journal of Consumer Marketing,7, 5-20.
Dunn, R. (1986). Television, Consumption and the Commodity Form. Theory, Culture
and Society, 3(1), 49-64.
Elliott, R. (2004). Make up people: Consumption as a symbolic vocabulary for the
construction of identity. In K. M. Ekstrom & H. Brembeck (eds.), Elusive
Consumption, 129-143. Oxford, UK: Berg.
Erikson, E. H. (1950). Childhood and Society. New York: W. W. Norton.
Falk, P. & Campbell, C. (1997). The Shopping Experience. London: Sage.
Featherstone, M. (1991). Consumer Culture and Postmodernism. London: Sage.
Foote, N. N. (1951). Identification as the Basis for a Theory of Motivation. American
Sociological Review, 16(1), 14-21.
Giddens, A. (1991). Modernity and Self-identity: Self and Society in the Late Modern
age. Cambridge: Polity Press.
188
Goffman, E. (1959). The Presentation of Self in Everyday Life. Garden City, NY:
Doubleday Anchor.
Hall, S. (1990). Cultural Identity and Diaspora. In J. Rutherford (eds.) Identity:
Community, Culture, Difference, 222-237. London: Lawrence & Wishart.
Hall, S. (1996). Introduction: Who needs identity. In S. Hall & P. du Gay (eds.),
Questions of cultural identity, 1-17. London: Sage.
Hawskin, D., Best, R. J. & Coney, K. A. (1998). Consumer Behavior: Building
Marketing Strategy. Boston: McGraw-Hill.
Heidegger, M. (1971). Building, Dwelling, Thinking. In Poetry, language, thought.
New York: Harper & Row.
Holbrook, M. B. (1999). Consumer Value: A framework for analysis and research.
London: Routledge.
Holt, D. B. (2004). How Brands Become Icons: The Principles of Cultural Branding.
Boston: Havard Business School Press.
Jameson, F. (1991). Postmodernism or, the Cultural Logic of Late Capitalism. London:
Verso.
Jenkins, R. (1996). Social identity. London: Routledge.
Kainz, F. (1962). Aesthetics the Science. Detroit: Wayne State University Press.
Kaori Shoji (2001, May 15). More Than a Consumer Fad, It's the Art of Finding
Savvy in the Mundane : Japan's Zakka:What's in a Word?, The New York Times, from:
http://www.nytimes.com/2001/05/15/style/15iht-kaori_ed2_.html
Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based
Brand Equity. Journal of Marketing, 57, 1-22.
Kellner, D. (1992). Popular culture and the construction of postmodern identities’. In
Lash, S. & Friedman, J. (eds.), Modernity and Identity, 141-177. Oxford: Basil
Blackwell.
189
Leary, M. R. & Kowalsky, R. M. (1990). Impression Management: Literature Review
and Two-Component Model. Psychology Bulletin, 107(1), 34-47.
Lefebvre, H. (1974). The Production of Space. Oxford: Basil Blackwell.
Lehtonen, T. & Maenpaa, P. (2007). Shopping in the East Centre Hall. In Falk, P. &
Campbell, C. (eds). The Shopping Experienc,136-165. London: Sage.
Leventhal, R. C. (1996). Branding Strategy. Business Horizons, 39, 17-23.
Levy, S. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124.
Maffesoli, M. (1996). The Time of the Tribes: the Decline of Individualism in the
Mass Society. London: Sage.
Maquet, J. (1986). The aesthetic experience an anthropologist looks at the visual arts.
New Heaven: Yale University Press.
Marcia, J. E. (1980). Identity in adolescence. In J. Adelson (eds.), The Handbook of
Adolescence Psychology(pp. 159-187). New York: Wiley.
McCall, G. J. & Simmons, J. L. (1978). Identities and Interactions. New York: Free
Press
McCracken, G. (1986). Culture and consumption: A theoretical account of the
structure and movement of the cultural meaning of consumer goods. Journal of
Consumer Research, 13, 71-84.
McCracken, G. (1987). Culture and Consumption among the Elderly: Three Research
Objectives in an Emerging Field. Aging and Society, 7(2), 203-224.
Mick, D. G. & Buhl, C. (1992). A meaning-based model of advertising experiences.
Journal of Consumer Research, 19, 317-338.
Miller, D. (1987). Material Culture and Mass Consumption. Oxford: Basil Blackwell.
Miller, D. (1995). Acknowledging Consumption: A Review of New Studies. London:
Routledge.
Pine, B. J. & Gilmore, J. H. (1998). The Experience Economy: Work is theatre &
every business a stage. Boston: Harvard Business School Press.
Richins, M. L. (1999). Possessions, materialism, and other-directedness in the
expression of self. In Holbrook, M. B. (eds.), Consumer Value: A framework for
analysis and research (pp. 85-104). London: Routledge.
Ritson, M. & Elliott, R. (1999). The social uses of advertising: An ethnographic study
of adolescent advertising audiences. Journal of Consumer Research, 26, 260-277.
Rose, G. (2001). Visual methodologies: an introduction to the interpretation of visual
materials. London: Sage.
Rosenberg, M. (1989). Self-concept Research: A Historical Overview. Social Forces,
68, 34-44.
Sartre, J. (1943). Being and Nothingness: A Phenomenological Essay on Ontology.
New York: Philosophical Liberty.
Sarup, M. (1996). Identity, Culture, and the Postmodern World. Edinburgh: Edinburgh
University Press.
Schlenker, B. R. (1985). Identity and self-identification. In B. R. Schlenker. (eds.),
The self and social life(pp. 65-99). New York: McGraw-Hill.
Schlenker, B. R. (1986). Self-identification: Toward an integration of the private and
public self. In RI F. Baumeister (eds.), Public self and private self (pp. 21-62). New
York: Springer-Verlag.
Schulz, C. (1985). The Concept of Dwelling: On the Way to Figurative Architecture.
New York: Rizzoli.
Simmel, G. (1903). The metropolis and mental life. Reprinted in Levine, D. [1971]
Georg Simmel On Individuality and Social Form. Chicag: Chicago University Press.
Sirgy, M. J. (1982). Self concept in consumer behavior: A critical review. Journal of
Consumer Research, 9, 287-300.
191
Stone, G. P. (1962). Appearance and self. In M. R. Arnold (eds.), Human behavior
and social processes: An interactionist approach(pp. 86-118). Boston: Houghton
Mifflin.
Storey, J. (1999). Cultural consumption and everyday life. New York: Oxford
University Press.
Strauss, A. L. (1959). Mirrors and masks: The search for identity. Glencoe: Free
Press.
Veblen, T（. 1899）.The Theory of the Leisure Class: An Economic Study of Institutions.
New York: Macmillan.
Vincent, L. (2002). Legendary Brands: Unleashing the Power of Storytelling to
Create a Winning Marketing Strategy. Chicago: Dearborn.
Vryan, K. D., Patrica, A. A., & Adler, P. (2003). Identity. In Reynolds, L, T. &
Herman-Kinney, N. J. (eds.), Handbook of Symbolic Interaction(pp. 367-390).
AltaMira Press.
Wagner, J. (1999). Aesthetic value: Beauty in art and fashion. In M. B. In M. B.
Holbrook (eds.), Consumer value: A framework for analysis and research, 126-146.
New York: Routledge.
Welsch, W. (1997). Undoing Aesthetics. London: Sage
Wenger, E. (1998). Community of Practice: Learning, Meaning, and Identity. UK:
Cambridge University Express.
Wicklund, R. A. & Gollwitzer, P. M. (1982). Symbolic Self-Completion. NJ: Lawrence
Erlbaum.
Willis, P. (1990). Common Culture. Milton Keynes: Open University Press.
Zaichkowsky, J.L. (1994). Research notes: the personal involvement inventory:
reduction, revision, and application to advertising. Journal of Advertising, 23(4),
59-70.