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• Main Authors: Yu-ju Liu, 劉毓儒
• Other Authors: Su-ke Ye
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/56397025948874741854

碩士 === 東吳大學 === 社會學系 === 99 === The main purpose of this study was to explore the situation of the agreement of identification and consumption in terms of Japanese goods buyers who purchasing the Japanese goods on-line with the instant computer connection. This study was based on two research methods. First method was to analyze the quantitative contents of the shared articles. From the essential area of PTT E-shopping bulletin board, thirty shared articles which shared in Jan. and Jul., 2010 were randomly selected. Numbers were counted in different categories such as agreement of consumption, reasons, clothes styles, etc. Second one was to investigate the ten Japanese goods buyers’ identification and consumption situation in four different types by personal interviews. The major findings of this study were as following： 1. Japanese goods buyers showed in different type of identification and consumption. According to the ideal type of analysis, four different types of Japanese goods instant purchasing analyzed from those ten interviewees’ attitude were brave expression, home geeks, self- satisfaction, and contradictory expression. 2. Pop culture of Japanese goods represented a specific symbolic language. The Japanese goods buyers not only express their aesthetic and taste by wearing Japanese clothes and accessories bust also distinct from those who were non-Japanese goods buyers. 3. Internet media played an important role among Japanese goods buyers. They shared their opinions by the articles posted on PTT or other communication media. The Fascism implied inside could only be decoded by those Japanese goods buyers. 4. The Japanese goods buyers viewed the pop culture of Japanese goods as a kind of conspicuous consumption. They believed that only to own the symbolic merchandise could display the agreement of their identification. According to theory and the conversation between Goffman and Bourdieu, this study brought up some reflections on the simulation of cultural hegemony. Last but not the least, by some important findings and discussions, this paper also provided its limitations and suggestions for the further study.