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博碩士論文 etd-0120118-195123 詳細資訊
Title page for etd-0120118-195123
論文名稱
Title
狂歡購物之研究:以雙11及黑色星期五為例
Research on Shopping Carnival: Based on Double 11 and Black Friday
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
72
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-01-29
繳交日期
Date of Submission
2018-02-20
關鍵字
Keywords
狂歡精神、自造購物節、從眾行為、狂歡節
Carnival, Self-create shopping, Conformity, Carnivalizaiton
統計
Statistics
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中文摘要
隨著消費者日益對日常促銷與折扣失去興趣,許多商家開始尋求新的形式來刺激銷售,又以中國阿里巴巴所舉辦的雙十一為例子來說明購物節所創造的集體購物行為,而此現象成功的在巴赫金(Bakhtin)的狂歡精神理論下發展出自己一套的商業操作手法,使人們在網路購物中獲得解放,這種以狂歡元素為核心的購物節不僅在中國發生,世界另一頭的美國在每年11月感恩節之後的黑色星期五,也同樣使全美陷入瘋狂、激昂、高亢的購物情緒,並依循狂歡精神讓消費者以愉快的方式進入第二世界,遊戲的方式來渲洩壓抑的情緒,進而顛覆現實世界。

本研究以質性研究分析雙十一與黑色星期五是如何操作狂歡購物,並歸納出五個操作階段:預熱期、喚醒日、專場期、高潮期與理性期,其建議廠商在這個框架下建立應有的符號及社會屬性認同,發展適合市場的狂歡購物。最後本研究針對當下正在轉變的狂歡購物行為給予未來發展與建議,供未來研究與廠商應用參考。
Abstract
As consumers begin to lose interest in daily sales and discounts, many companies are looking for new methods to drive new consumption in term of motivating the collective consumption behavior, such as Alibaba’s Double 11 in China (also known as Singles’ Day on November 11 or Chinese National Ecommerce Day) and Black Friday in United States. These two shopping events are according to the phenomenon in Bakhtin’s carnival theory which allows consumers to be liberated from the shopping events and carnival spirits. These carnival spirits combine with shopping events is not only happen in China, but also, in the other side of the world, in the United States. Brick-and-mortars celebrate the Black Friday after Thanksgiving holiday, the entire USA falls into a crazy, passion, and high-pitched shopping mood. After several years, Alibaba’s “Cat’s head” (a mascot of Tmall) become the symbolic of Double 11, and walk around in the shopping malls has been parts of ritual after the Thanksgiving holiday in the United States.

The paper analyzed two studies on Double 11 and Black Friday, and mapped out those similarities. The author concluded these two events have successfully implemented five critical periods which associated with preheat stage, awaken stage, specific stage, high-pitched stage, and rational stage. Along with these five periods, companies who rely on the carnival spirits to hold the event can reference this study as applications.
目次 Table of Contents
論文審定書 i
致謝 ii
摘要 iii
ABSTRACT iv
目次 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第二章 文獻探討 4
第一節 狂歡節 4
第二節 狂歡精神 7
第三節 在狂歡情緒下的購物節表徵 8
第四節 自造狂歡節 10
第五節 從眾行為 10
第六節 雙十一的從眾行為 12
第三章 研究範疇與研究方法 14
第一節 研究範疇 14
第二節 研究方法 15
第四章 個案分析與操作方法 16
第一節 雙十一狂歡節 16
第一項 案例介紹 16
第二項 演變歷程 17
第三項 操作手法 21
第四項 雙十一結論 28
第二節 黑色星期五 30
第一項 案例介紹 30
第二項 演變歷程 33
第三項 操作手法 37
第四項 黑色星期五結論 42
第三節 共同商業模式分析 44
第五章 狂歡購物的未來發展與建議 49
第一節 新零售體驗是狂歡購物走向成熟不可或缺因素 49
第二節 消費回歸理性,優質商品與便捷服務才是狂歡精神下的長久之道 51
第六章 結論 56
第一節 研究結論與意涵 56
第二節 研究限制與未來研究方向 57
文獻參考 59
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