臺灣博碩士論文加值系統

Interviews using the Zaltman Metaphor Elicitation Technique (ZMET) were conducted on a subculture of Taiwanese consumers. Qualitative research methods and Xsight software were used to organize the data and field observations to form a grounded theory. I found that these consumers seek to get away from daily stressors to find comfort within the brand of quiet, non-renao retail space to experience relaxation and renewed resolve to face more of life’s stressors. Photo documentation shows consumer’s mental sets, local conditions, and natural and commercial factors that are important to theses consumers. The thesis concludes with a discussion of the phenomenon and makes suggestions for marketers to best serve these consumers.

ACKNOWLEDGEMENTS I
ABSTRACT III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 PURPOSE OF THE STUDY 1
1.3 METHODOLOGY 2
CHAPTER TWO LITERATURE REVIEW 5
2.1 INTRODUCTION 5
2.2 RENAO 5
2.3 METAPHORS 6
2.4 MEANS-ENDS CHAIN ANALYSIS 8
2.5 KELLY REPERTORY GRID TECHNIQUE 8
2.6 LADDERING TECHNIQUE 9
2.7 QUALITATIVE RESEARCH 9
2.8 BRAND AND SUBCULTURES OF CONSUMPTION 10
2.9 SERVICSCAPES 13
2.10 THE GROUP BEFORE THE INDIVIDUAL 15
CHAPTER THREE METHODOLOGY 18
3.1 INTRODUCTION 18
3.2 SELECTION AND DESCRIPTION 19
3.3 INSTRUMENTATION 19
3.3.1. Data Collection Procedures using ZMET 22
3.3.2. Interview Steps 22
3.4 QUALITATIVE RESEARCH METHOD 25
3.4.1. Grounded Theory 25
3.4.2. Selective Coding 28
3.5 XSIGHT SOFTWARE 28
CHAPTER FOUR RESEARCH FINDINGS 32
4.1 INTRODUCTION 32
4.2 RESPONDENT INFORMATION 32
4.3 FINDINGS 34
4.3.1. General Impression of Collages 35
4.3.2. What Respondents Avoid: 36
4.3.3. What Respondents Seek: Quiet Lifestyle 50
CHAPTER FIVE CONCLUSION 110
5.1 DISCUSSION/IMPLICATIONS 110
5.1.1. Alter-Renao Cycle 110
5.1.2. Description of Alter-renao Cycle 111
5.1.3. Xian Jing (閑靜) Word study 112
5.1.4. 閑靜 xian2 jing4 Poetry 113
5.1.5. Xian2 Jing4 Type Paintings 119
5.2 BUSINESS IMPLICATIONS 119
5.2.1. Individualism 120
5.2.2. Contrasted Servicescapes 120
5.2.3. 閑靜 xian2 jing4 Business 123
5.3 LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH 127
APPENDICES 129
REFERENCES 134

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