臺灣博碩士論文加值系統

隨著社會變遷和文化多元化，現今的玩具市場充滿了變化。設計師玩具成為一種新型的次文化產物，被視為成年人的收藏品。同時，它們在次文化中也擔任著重要的角色，代表著特定群體的價值觀、行為模式和生活方式等獨特特徵。而設計師玩具則巧妙地融合這些次文化的特徵，賦予它們獨特的設計風格和藝術價值。這種結合滿足了收藏家對獨特玩具的渴望，同時也在文化中扮演著獨特而重要的角色。
本研究採用網絡問卷調查以及深度訪談方法，旨在深入瞭解消費者對於設計師玩具市場的購買和收集情況，並透過紮根理論的四個編碼角度對設計師玩具市場進行探討，包括次文化和設計師玩具的認知和消費行為、次文化對設計師玩具的影響、市場現況和隱憂及未來的發展趨勢。在此基礎上，了解設計師玩具次文化群體成員的價值觀、行為模式和生活方式三個特徵對設計師玩具發展趨勢的影響，進一步瞭解設計師玩具在次文化中的定位，以及與次文化群體之間的關係。
在消費者的認知和消費行為方面，研究指出資訊處理能力、認知喜好和決策行為在影響消費者購買行為方面扮演關鍵角色。消費者在選購設計師玩具時，展現出個人認知喜好，這些喜好受個人興趣、價值觀和文化共鳴的影響。他們積極地尋求資訊，考慮品質、品牌聲譽以及其他愛好者的評價，最終做出購買決策。此外，文化共鳴進一步加強對特定玩具的喜好，情感連結則深化這些喜好，而限時限量的銷售策略則能刺激消費者的購買意願。
次文化對設計師玩具的影響主要表現在社群知識傳遞、聯名和跨領域融合、創新表達和藝術價值及文化符號的運用方面。社群平台提供媒介供群體成員分享彼此的收藏、購買體驗和玩具資訊，透過互動建立了歸屬感和認同感。聯名和跨領域融合有助於提升品牌價值，同時也加強次文化的傳播。文化符號的運用則有助產生情感共鳴及提升產品的吸引力。
在設計師玩具的市場現況上，設計師玩具被認為具有藝術價值和收藏價值。一些人認為它們具有投資價值，而另一些人則認為它們的價值在於情感聯繫，因為這些玩具承載著個人情感和回憶。
然而，市場也面臨著市場的隱憂，如仿冒玩具、競爭加劇及市場飽和等問題。在未來發展趨勢未來上，個性化定制將成為市場的主要趨勢，同時創新的市場推廣策略及新技術應用則可以提供更多可能性，為消費者帶來更多選擇，成為未來設計師玩具發展的重要趨勢。
此外，本研究發現群體成員的價值觀、行為模式和生活方式亦會對市場發展趨勢的造成影響。結果顯示，在價值觀方面，設計師玩具次文化群體成員追求獨特與創意，將設計師玩具視為表達個性和情感共鳴的媒介，通過社交互動滿足社交需求，建立認同感，強調其代表個人價值觀。在行為模式方面，成員表現出主動的信息處理能力、利用社交媒體和展覽追隨玩具趨勢，並展示出不同的收藏投資態度，一部分關注潛在升值，另一部分將收藏視為情感寄託，以符合自身需求和喜好的方式進行購買決策。在生活方式方面，不會只關注特定某價位及種類的產品，更注重產品的價值和獨特性。對於具有升值潛力的設計師玩具，會展現出更高的消費意願。
最後，本研究發現設計師玩具次文化從多方面影響著設計師玩具的市場發展趨勢，並將品牌、設計師和消費者三者作聯繫，共同塑造設計師玩具市場。

In today's toy market, amidst dynamic shifts in society and culture, designer toys have emerged as a distinctive subcultural category, cherished by adults as collectible treasures. These toys also hold a vital role within their subcultures, embodying specific groups' values, behavior, and lifestyles. Seamlessly blending these subcultural traits, designer toys acquire unique design styles and artistic value, addressing collectors' specific needs and significantly influencing cultural dynamics.
This study combines online questionnaire surveys and in-depth interviews with the aim of gaining an in-depth understanding of consumer purchasing and collecting behavior in the designer toys market. Through the four coded perspectives from grounded theory, which include subculture and designer toys cognition and behavior, the impact of subculture on designer toys, the current market situation, potential pitfalls, and future development trends. Based on this foundation, the study seeks to comprehend how subcultural members' values, behavior, and lifestyles impact designer toys trend. Furthermore, it aims to gain deeper insights into the positioning of designer toys in subcultures and their relationships with subcultural groups.
Regarding consumers' cognition and behavior, the study emphasizes the pivotal roles of information processing, cognitive preferences, and decision-making in shaping purchasing choices. Consumers' cognitive preferences, influenced by personal interests, values, and cultural resonance, drive them to actively seek information, considering factors such as quality, brand reputation, and fellow enthusiasts' opinions. Ultimately, these considerations inform their purchasing decisions. Additionally, cultural resonance heightens preferences for specific toys, while emotional connections deepen these inclinations. Limited-time and limited-quantity sales strategies further stimulate consumers' buying intentions.
Subcultures' influence on designer toys predominantly involves knowledge exchange, co-branding, cross-disciplinary integration, innovative expression, the integration of artistic values, and the incorporation of cultural symbols. Community platforms facilitate sharing collections, purchasing experiences, and toy-related information, fostering belonging and identity. Co-branding and cross-disciplinary integration contribute to enhancing brand value while reinforcing the subculture's reach. The use of cultural symbols generates emotional resonance and enhances product allure, playing a dual role in bolstering brand value and subculture diffusion. In the current state of the designer toys market, designer toys are considered to have artistic value and collectible value. Some individuals perceive them as investment-worthy, while others view their worth as tied to emotional connections and personal memories.
However, the market grapples with hidden challenges, including counterfeit toys, heightened competition, and market saturation. Moving forward, personalized customization is poised to emerge as a primary market trend. Simultaneously, innovative marketing strategies and the integration of new technologies offer greater possibilities, enhancing consumer choices and defining a pivotal trend in designer toys' future evolution.
In addition, this study revealed that in terms of values, members of the designer toys subculture pursued uniqueness and creativity. They regarded designer toys as a medium for expressing individuality and emotional resonance, fulfilling social needs through social interactions, establishing a sense of belonging, and emphasizing their representation of personal values. In terms of behavior patterns, members demonstrated the ability to actively process information. They cleverly used social media and exhibitions to track the trajectory of prevailing toy trends. Different attitudes towards collecting investment items were visible – some viewed them as having potential for appreciation, while others regarded them as emotional sanctuaries, aligning with inner inclinations and preferences during the process of making purchase decisions. Regarding lifestyle, they did not just focus on specific prices and types of products but also placed a greater emphasis on the value and uniqueness of products. Designer toys with potential for appreciation, they showed an increased willingness to spend.
Finally, this study concludes that the designer toys subculture influences the market development trends of designer toys in multiple ways. It establishes a connection among brands, designers, and consumers, collectively shaping the designer toys market.

摘要 i
SUMMARY iii
ACKNOWLEDGEMENTS v
TABLE OF CONTENTS vi
LIST OF TABLES ix
LIST OF FIGURES x
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 2
1.2 Research Motivation 5
1.3 Research Purpose 7
1.4 Research Framework 7
CHAPTER 2 LITERATURE REVIEW 9
2.1 Designer Toys 9
2.1.1 Origin of Designer Toys 9
2.1.2 Categories of Designer Toys 12
2.1.3 Definition of Designer Toys 18
2.1.4 Definition of Terms 19
2.2 Subculture 20
2.2.1 Origin of Subculture 20
2.2.2 Subculture of Designer Toys 21
2.3 Brand Community 22
2.4 Grounded Theory 30
2.4.1 Grounded Theory Research Procedure 30
2.4.2 Coding Methods in Grounded Theory 32
2.5 Brief Summary 33
CHAPTER 3 RESEARCH METHODS AND PROCEDURES 35
3.1 Research Subjects 36
3.2 Online Questionnaires 36
3.2.1 Design of Online Questionnaire Content 37
3.3 Semi-Structured In-Depth Interviews 38
3.3.1 Selection of Interview Subjects 38
3.3.2 Experimenters and Equipment 38
3.3.3 Experiment and Analysis 39
3.3.4 Collection of Online Questionnaires Samples 39
3.3.5 Interviewees Information 40
3.4 Exploration of Relevant Information 41
CHAPTER 4 RESEARCH RESULTS AND ANALYSIS 42
4.1 Reliability Analysis 42
4.2 Validity Analysis 44
4.3 Analysis of Online Questionnaire Data 45
4.3.1 Coding 49
4.4 Cognitive Behavior and Consumption Behavior of Subculture and Designer Toys 50
4.4.1 Information Processing Capability 50
4.4.2 Cognitive Behavior 51
4.4.3 Decision-Making Behavior 54
4.4.4 Summary of Chapter 4.4 56
4.5 The Impact of Subculture on Designer Toys 57
4.5.1 Community Knowledge Transmission 57
4.5.2 Collaboration and Cross-Disciplinary Integration 59
4.5.3 Innovative Expression and Artistic Value 62
4.5.4 Utilization of Cultural Symbols 63
4.5.5 Summary of Chapter 4.5 65
4.6 The Current Market Situation of Designer Toys 66
4.6.1 Cultural Value 66
4.6.2 Collectible Significance 67
4.6.3 Summary of Chapter 4.6 68
4.7 Market Concerns and Future Development Trends 68
4.7.1 Market Concerns 68
4.7.2 Future Development Trends 69
4.7.3 Summary of Chapter 4.7 71
4.8 Grounded Theory Coding 72
4.8.1 The Value Characteristics of the Members of the Designer Toys Group 76
4.8.2 Behavioral Patterns Among Designer Toy Group Members 78
4.8.3 Lifestyles Among Designer Toys Group Members 79
4.8.4 Relationship between Subculture and the Designer Toys 79
CHAPTER 5 RESEARCH RESULTS AND ANALYSIS AND DUCUSSION 81
5.1 Relationship between Designer Toys and Subculture 81
5.2 Positioning of Designer Toys in Subculture 83
5.3 Research Limitations and Future Directions 84
REFERENCES 85
Appendix A AN OLINE QUESTIONNAIRE ON THE RELATIONSHIP BETWEEN SUBCULTURE AND DESIGNR TOYS 89
Appendix B AN OUTLINE OF QUESTIONS FOR THE INTERVIEW 95

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