地域差異、社會階層對臺灣地區民眾之外顯式消費、綠色消費傾向與送禮文化之影響

The Differences of Conspicuous Consumption 、 Green Consuemr Orientations 、 and Gift Giving Behaviors Among the People of Taiwan As a Result of Socioeconomic Backgrounds and Residential Areas

本研究之樣本為941位居住在臺灣省北、中、南地區，年齡介於20至74歲之間的民眾。從分析結果中發現：無論是民眾的消費行為傾向或節慶送禮行為，都深受社會階層高低之影響而有差異。社會經濟背景較佳的受訪者多半比較重視外顯式與符號式消費，同時，他們對於綠色消費和環保問題的注意程度也較高。反觀居住地差異，卻並不明顯。居住在臺灣北、中、南三地的民眾，在外顯式消費與環保綠色消費上差異並不明顯。這或許是因為臺灣南北不過相距四百公里，地理距離近、資訊流通快速，所以民眾在消費時對於商品是否為流行款式、是否有特殊風格、是否能表現社會地位、以及環保與綠色消費方面，表現出的差異並不大。在節慶送禮方面，社會階層愈高者愈經常送禮。除了中國的傳統節慶，如端午節、中秋節會送禮之外，對於屬於西洋人的節慶，例如，耶誕節、情人節也比其他階層者注重。至於，關乎人際交往間的禮數更是週到，舉凡生日壽誕、父親節、母親節、結婚紀念日、教師節、探病訪友、畢業典禮等時節，上層階級民眾送禮者比例都較高。居住地區的差異也顯現在某些節慶送禮方面。居住在中部地區的受訪者多半來自於非都會區，對於人際交往的禮數似乎特別注重，因此他們在春節（農曆新年）、中秋節、結婚訂婚、喬遷之喜、探病訪友、和週歲滿月等時節送禮的比例明顯比居住在北部和南部的受訪者高。

The study was based on analyzing a sample survey data of 941 people on Taiwan. Socioeconomic backgrounds and residential areas were used as the two major segmenting variables in comparing three groups of consumer orientations and behaviors, namely, conspicuous consumption、green consuemr orientations、and gift giving behaviors. Results from the analyses seemed to indicate that those who were from a higher socioeconomic level were more concerned with conspicuous consumption and more likely to exercise green consumer styles. Besides, they tended to give gifts to friends and relatives on many occasions than those of lower socioeconomic origins, especially on Westernized holidays such as Christmas, Valentine's Day, and on occasions related to interpersonal relations, such as, friends' birthdays, Mother's Day, Father's Day, friends' graduation's day, etc. However, respondents from different residential areas did not show much differences on the consumer orientations in question. People from the Central part of Taiwan had merely a slightly higher percentage reported more gift-giving behaviors on those traditional Chinese holidays and occasions.