台湾地区刺青消费行为之研究

台灣地區刺青消費行為之研究

The Research of consumer’s Conduct of Tattoo in

Taiwan

黃寶慧

朝陽科技大學企業管理系副教授

林珈均

朝陽科技大學企業管理系學士

林佩青

朝陽科技大學企業管理系學士

葉雅婷

朝陽科技大學企業管理系學士

張鎮麟

朝陽科技大學企業管理系學士

何昆旅

朝陽科技大學企業管理系學士

中文摘要

隨著時代變遷，刺青由人們心中的文化禁忌，逐漸轉換為時尚流行的代名詞。然而在刺青的研究上，大多著重在其藝術、歷史，鮮少研究刺青消費行為。本研究藉由問卷調查及方法目的鏈結模式，了解刺青消費者的真實感受，並將其傳達予刺青業者，以提升刺青消費後之滿意程度，為國內刺青產業帶來新契機。

本研究於2010年10月至2011年2月間，以刺青消費者及業者為調查對象，發放160份問卷，有效回收率%，採用統計套裝軟體分析刺青消費行為，並探討消費動機、消費體驗及消費價值之關聯性。爾後透過方法目的鏈結模式發掘刺青消費者心中最終追求目標。

研究結果顯示：在P<顯著水準下，16歲以下相較於17~24歲的受訪者，容易受到同儕影響而衝動刺青，且刺青消費者之消費動機、消費體驗與消費價值之間存在顯著正相關及正向影響，亦即刺青業者若能設計出滿足刺青消費動機之「紀念性」、「新奇感」及「社交認同」的客製化商品，以豐富消費體驗、提高消費價值，將可進一步刺激刺青的再消費動機。另由方法目的鏈結模式得知，刺青能讓受訪者「自我肯定」與擴大「社交圈」，並有「藝術時尚」的「新奇」感，而滿足「嘗鮮」的感受，進而達到「成就感」與「物超所值」的價值。

關鍵字：刺青、消費動機、消費體驗、消費價值

Abstract

With the change of epoch, tattoo has transformed from a cultural taboo in our minds to a pronoun of fashion. However, most of the research related to tattoo focuses on its art and history; less of them looks into consumers’ conduct of tattoo. Our research applied questionnaire survey and Means-end chains in order to understand the true feeling of consumers of tattoo. What’s more, we’d like to convey the information to the tattoo dealers so as to enhance degree of satisfaction of consumers and bring new turning points to domestic.

From October, 2010 to February, 2011, we aimed at the consumers of tattoo and administered 160 questionnaires and the valid percentage reached %. The questionnaires were analyzed through the statistic software after recouping them. We deeply studied the connection among consumers’ motives, experiences and value. Sometimes, we figured out the ultimate goals of consumers via Means-end chains.

The consequence showed: compared with seventeen to twenty-four-year-old groups, young people who are less than sixteen years old tend to be affected by their peers and have tattoos on an impulse as p-value is under . Moreover, there are positive relations and obvious positive influences among consumers’motives, experiences and value. That is to say, if the dealers of tattoo are able to design customized products of satisfying consumers’ motives like commemoration, novelty and socialized identification, they can stimulate consumers’motives of repetitive purchase further. In addition, through Means-end chains, we were told that tattoo makes those interviewees affirm themselves and expand social field. Then, they will be satisfied with the feeling of try and attain their accomplishment and the value of bargains at any price.

Keywords : tattoo, consumers’motives, consumers’experiences, consumers’ value