| Summary: | 碩士 === 臺北市立教育大學 === 社會科教育研究所 === 94 === Leisure sport Is modern people's indispensable prescription in lives. The prosperity of sport activity and sports goods shops located everywhere has become the best portrayal of this sports prevalence. It not only promotes the importance of the leisure sport ,but also leads the sports concept in expense. Under such atmosphere,many enchanting commodities and the marks have produced,and NIKE,a trademark named after Victory Goddess, is the most dazzling one of these commodities and the marks.
Nike has successfully spanned generation and culture,then has become the eminence of sports goods. Consumers purchase the Nike commodities by the different reasons,different ways and different significance. This contains factors include the symbols, the savor, the psychological demand and the identity. Through consumption practice, it has modeled the consumption culture, and it has had the change in the Taipei environment. At the same time, Nike’s consumption culture is builded slowly under the influence.
Nike’s consumption culture not only has connections between individual and the commodities ,but also has cultural imitation and the duplication through consumption practice. To discuss the significance and the truth of consumption culture by stating consumption ways and origin interweaves the integrated consumption culture from different consumption significance of subjective and objective angle, and carries on further reflection of Nike’s consumption culture in Taipei.
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