臺灣博碩士論文加值系統

　　本論文是藉由反省台灣社會文化中的新舊衝突為出發點，以列舉本土型雜貨店與跨國組織便利商店；二種「異質同形」的消費空間作為分析的媒介，企圖窺探本土社會文化在現代化進程中的危機與轉機。
　　首先回到社會現象的觀察初期，我們可以發現：國人對於便利商店的接受度有逐年增高的趨勢，相對的，雜貨店每年卻以二○％的速度消失；這顯示雜貨店的購物習慣已漸漸為便利商店的價值理念所取代。儘管這是一個不爭的事實，但總在我們同時進出便利便利商店之餘，仍不免聽到許多人對童年時期的在雜貨店消費經驗產生無限懷念與愧歎，而究竟是什麼，能使雜貨店擁有一種便利商店無法超越的「無名品質」？而這種潛藏在眾人記憶中的「無名品質」也果真一去不返嗎？
　　試圖從解答這樣的疑問著手，踏入田野觀察、深度訪談的真實經驗，且一方面，建構一套日常生活世界為基礎的理想社會樣貌，來重新檢討消費過程中的質變，以實例與理論的綜合並現，還原本土消費文化以原始的真貌。
　　將此方向歸整於內文的結構上，可區分為以下五章節來說明：
　　首先，在第一章「緒論」部份；試圖提出一套不同於以往量化分析的質性研究方法，以批判、否定的社會研究態度，來檢視本土推動消費文化的近況。
　　接著在「構圖」部份；以回退歷史和人性為注意的焦點，觀察雜貨店的演變和基本形式，為本研究之開展與立足基礎，並對照於現象學之先驗學說，於是建構出雜貨店：是一個「共享瞭解」的生活世界（daily life world）。
　　在「鏡頭」部份；深層解析現代化的消費質變，於是透過便利商店中資本到後資本社會的消費情境，分析、理解其表現於本王消費文化的貢獻或可議處，這足見，便利商店的核心目標是：創造差異化的消費體驗（consumind experience）。
　　在「呈像」部份；就前兩章的概括認識本研究對象──雜貨店與便利商店，對其在社會所造成的負面效應，提供一正面的重建計畫，即引用「溝通行為」的理論作為社會環境改革的目標和力量；於此，空間則具備了：反省社會世界（ideal social world）質變的能力。
　　最後，在「結論」部份；雜貨店的「無名品質」已具實呈現；它不僅存在於個人情緒上的回憶，也是批判便利商店新式消費的利器，雖已有「溝通合理化」之社會理論可提供反省之契機，但仍有研究過程中不有效、不完備處；即是個人的主觀認知與現實改革的執行困境，這有待未來研究中再進一步的擴充與修正。

　　The starting point of this study is to re-exam the cultural conflict between the new and the old in Taiwanese society. With the example of the co-existence of traditional grocery stores and international chained convenient stores, we will study the crisis and solutions of the native cultural evolution.
　　In early observation, we found that the convenient stores have become more and more acceptable by the general public through the years. On the other hand, 20% of the traditional grocery store have been disappearing every year. This showsthat the traditional shopping habit has been replaced by a new kind of habit. Althought the convenient stores had beenrefraining the market, the menory that we have about the good old grocery stores, particularly in our childhood, have brought us some regretful feelings toward this change. What is it gives the traditional grocery. stores an unspoken quality that the convenient stores can not replace? Is this unspoken quality to disappear forever?
　　We will begin with finding answers for the mentioned questions, and continue to experience from field observation and depth interviews. In the mean time, construct an ideal social outlook on the basis of daily life world, to re-exam the quality changes in the consuming process. Eventually, we will combine existing examples and theories to reveal the true character of native consuming culture.
　　There are five chapters in this thesis:
　　First, in the Preface, a qualitative research that is different from the Qualitative Research Analysis will be proposed to criticize the negative attitude in social researches, and to observe the current status of native consuming culture promotion.
　　Second, in the Sketches, We will take history and humanity as the focuses, and the evolutionary process and the basic types of grocery stores the earliest daily small-sum consuming unit as the foundation. Then, combine them with preunderstand of theories, the grocery stores will sketch out an life world of shared understanding.
　　Third, in the Lens, We will use a skepticism, with skepticism further study the modern consuming quality change the convenient store forwards the convenient store skepticism. Using the experience from capitalist society to post-capitalism society to understand and compare with grocery stores in terms of their contribution and drawbacks. We will realize that the essential goal for convenient stores is to create different consume.
　　Fourth, in the Revelation, with the general understanding from two previous chapters on grocery stores and convenient stores, we will re-construct a consuming space with communication action which presents the goal and strength of social reform. Moreover, the space will need to have the ability to reexam the quality change between individual and group reationship.
　　Last, in the Conclusion, the unspoken quality of grocery store has been revealed. It is only a sentimental item in a person memories, but it is also a powerful weapon to criticize the consuming habit accumulated by the convenient stores. Even though the social theory of reasonable communication offers the opportunity to re-exam, there still are three inefficient and incomplete parts in this study, still as, the personal subjective cognitive and the negative effect of relity reform. Requiring further study and modification.