扭蛋玩具對使用者療癒與紓壓感受之研究

Abstract

面對現代社會高壓、快速的生活步調，人們日益尋求心靈慰藉與療癒的途徑。日本於20世紀末引發的療癒系風潮，促使市面上湧現眾多心靈寄託的產品，其中「扭蛋玩具」以精巧設計、隨機驚喜及喚起童年回憶，成為一種獨特的療癒媒介。然而隨機性在帶來刺激與期待的同時，可能引發如賭博般重複投入的慾望，甚至在結果不如預期時產生負面情緒。本研究欲深入探討扭蛋對使用者療癒與紓壓感受，並建構其心理影響模型，研究問題：(1)使用者從購買、開箱至收藏的體驗流程中，所感受到的效果與心理轉變；(2)購買扭蛋動機及期望獲得的心理感受；以及(3)使用者與扭蛋過程互動中，其心理感受或情緒的關鍵因素。採質性研究方法，深度訪談10位臺灣具資深扭蛋收藏經驗的受訪者，以紮根理論法，透過主軸性編碼和選擇性編碼系統性地分析資料，建構出能解釋扭蛋如何促成使用者自我療癒與紓壓的理論模型。研究結果顯示，購買動機為個人興趣、情感連結、好奇與收藏慾。療癒效果體現在感官愉悅、心理慰藉及陪伴感。特定主題、可愛與高精緻度外觀設計能強化療癒功能。然而，扭到不喜歡款式或品質不佳時，亦可能產生負面情緒。最後，扭蛋玩具不僅僅是一項商品，它更承載了顯著的情感與心理功能，是一種感性消費的體驗。本研究建議，未來在產品設計與市場行銷方面，應更注重品質、創意與情感連結，同時納入永續環保的考量，以全面提升使用者體驗，並擴展扭蛋玩具在療癒商品市場的潛力。In the face of modern society's high-pressure, fast-paced lifestyle, individuals increasingly seek avenues for spiritual solace and healing. The "healing" trend, which emerged in Japan in the late 20th century, has led to a proliferation of products that offer emotional comfort. Among these, "gashapon toys" have become a unique healing medium due to their intricate design, the element of random surprise, and their ability to evoke childhood memories. However, while the randomness of gashapon toys brings stimulation and anticipation, it may also trigger a desire for repetitive engagement akin to gambling, potentially leading to negative emotions when results are unsatisfactory.This study aims to deeply explore how gashapon toys contribute to users' healing and stress relief, and to construct a psychological impact model. The research questions guiding this study are: (1) what are the perceived effects and psychological transformations experienced by users throughout the process of purchasing, unboxing, and collecting gashapon toys; (2) what are the motivations for purchasing gashapon toys and the expected psychological benefits; and (3) what are the key product attributes or design elements that facilitate users' psychological feelings or emotions during the interaction with gashapon toys? Employing a qualitative research methodology, this study conducted in-depth interviews with 10 experienced gashapon collectors residing in Taiwan. Using grounded theory, data were systematically analyzed through axial coding and selective coding to construct a theoretical model that explains how gashapon toys facilitate users' self-healing and stress relief. The research findings indicate that the primary purchase motivations include personal interest, emotional connection, curiosity, and collecting desire. The healing effects are manifested as sensory pleasure, psychological solace, and a sense of companionship. Specific themes, such as anime/cartoon characters and animals, along with adorable and highly detailed exterior designs, can effectively enhance the healing functions. However, receiving disliked styles orproducts of subpar quality may also lead to negative emotions.In conclusion, gashapon toys are not merely merchandise; they carry significant emotional and psychological functions, representing an experience of affective consumption. This study recommends that future product design and marketing should prioritize quality, creativity, and emotional connection, while also incorporating considerations for sustainability and environmental friendliness, in order to comprehensively enhance the user experience and expand the market potential for gashapon toys within the healing product category.