Consumer Socialization in Bridal Photography Services: The Grounded Theory

• Main Authors: Yi-wen Chen, 陳逸文
• Other Authors: Shu-Chin Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/97608429552757007385

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === ocialization is a learning process, and not only with the children''s social learning relevant, when individuals enter new social situations or roles, different cultures, social norms, as well as the physical environment, socialization occurs. Of course, the wedding of the consumer society is to be constantly learning and alter ego, so that the individual consumer to quickly integrate into this environment, in addition, the network using Internet replaces universal social activities, the impact of the Internet network is a social nature, most importantly, network, high autonomy of peers, can freely choose their favorite response message or theme, the network also contributed to consumers in the socialization process of self-learning. This research grounded theory to investigate the wedding of consumer experience happiness, through interviews with seven pairs of the consumption of the new, to explore consumer spending during the wedding social. The study found: (1) wedding Photography consumption value is determined by memories and diverse consumer experience of the composition, the value of consumer spending in order to achieve the social learning process gradually construct learning paths and patterns; (2) Wedding Photography consumer socialization effects the factors for the social structure and personal factors, including family background, social structure, relatives of experience and service design; (3) wedding Photography consumer behavior is caused by social learning facilitator, passive learning and independent study of the composition, wherein the promoter past studies have not added to the network peers and influential; (4) wedding Photography consumer society learning outcomes included instrumental interests and goals of interests