消費者生活型態與消費價值研究 -以台灣古董錶及二手現代錶市場為例

Abstract

新冠疫情以來，受惠於疫情控制得宜，台灣國內的二手鐘錶行情經歷了ㄧ段大幅 度的成長，以國內二手錶及古董錶市場來舉例，由於在進入市場後，該經過的折 舊都已經折舊完成，所以當入手二手錶再賣出時，幾乎不會耗損到成本甚至可以 賺到利潤，身為一位愛錶人士，開始去思考自己喜歡手錶真正的意義是什麼，是 投資目的嗎，還是功能目的，又或是社交目的?那除了我之外別的愛錶人士又是 因為什麼原因而喜歡呢? 為了探討愛錶人士的生活型態差異及不同生活型態分群的愛錶人士，在選擇購買 手錶時，看重的消費價值是否存在顯著差異，本研究以台灣古董錶及二手現代錶 的市場消費者為研究母體，在網路平台(包括FB社團，PTT錶板，RedBar錶聚) 的成員進行抽樣發放問券，問券內容包含兩大主題:生活型態AIO量表及不同的 消費價值構面，使用SPSS對生活型態AIO量表做群集分析之後，將分出的群集歸 納成不同分群，再與消費價值變項去進行探索式因素分析互相歸納相關程度做出 敘述統計，驗證最初的假說。對於流行生活主義的消費者來說，實用功能性只是 流行商品的次要選擇，針對購買的錶款，希望能夠在同儕團體內有影響力，希望 藉由購買款式展現特質; 對於實用生活主義消費者來說，二手錶最具功能價值， 展現個性跟社會地位的慾望較低，消費過程中除了考量保值外，也在購買時購得 到滿足感，但最不認同其商品具有社會價值; 對於自我意識生活主義消費者，喜 歡有故事及情懷的事物，不喜歡追隨流行，在消費方面相當精打細算，因此在功 能價值第二高，自我意識遠高過這社會給予的認同感與安全感，導致情感價值遠 高於社會價值。在過去相關的研究大多是針對手錶品牌在分析新品的產品定位， 又或是不同品牌新錶的市產占比分析，並沒有文獻在探討二手錶及古董錶等等二 級市場裡的手錶產品，但由於對於玩手錶的受眾消費者來說，有很大一部份比例 都會接觸到二手錶市場，有可能是將手中收藏出清至二手市場，又或是從二手市 場中獲取手錶，因此與其探討新錶市場，在名錶等同於貨幣的時代，探討流動率 極高的二手錶及古董錶市場也有其重要性。During covid 19, thanks to the proper control, the second-hand watch market in Taiwan has experienced a period of substantial growth. Take the domestic second-hand watch and antique watch market as an example, when you buy a second-hand watch and then sell it, you will hardly lose the cost and even make a profit. As a watch lover, I start thinking about the real meaning of my passion for watches.In order to explore different lifestyles of watch lovers and whether there is a significant difference in the consumption value of watch lovers, watch lovers are intended questionnaires which includes two major questions: the lifestyle AIO scale and different dimensions of consumption value. This research uses online platforms (including FB clubs, PTT watch boards, and RedBar watch gatherings)as a tested group. We use SPSS to analyze independent variables and dependent variables. For consumers of popular lifestyle, practical functionality play a secondary priority. For purchased watches, they hope to have influence on their peer group, and they hope to show their characteristics through the purchase of style product; for practical lifestyle consumers, second-hand watches have the most functional value, and they do not like to show their individuality and social status. In the process of consumption, in addition to consider the preservation of value, they also get satisfaction when they purchase stuff; Consumers who are conscious of life, like things with stories and feelings, they do not like to follow fashion, and very careful in terms of consumption, their self-awareness is far higher than the sense of identity and security given from the society , therefore their emotional value is much higher than social value to them. In the past, most of the related researches focused on the analysis of the product positioning of new watches by watch brands. Little study focus on second-hand watches and antique watches. However secondary market is getting more important recently, so rather than discussing the new watch market, it is also important to discuss the second-hand and antique watch markets with extremely high liquidity now.