從英雄模型(HeRO’S2 Model)探討消費創意：以新遷居者的消費網絡建構為主題

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题名:	從英雄模型(HeRO’S2 Model)探討消費創意：以新遷居者的消費網絡建構為主題
其它题名:	An Application of HeRO'S2 Model on Consumer Creativity: A Consumption Network View of New Settlers
作者:	廖修安 Hsio-An Liao
贡献者:	余佩珊 Pei-San Yu, 企業管理學系碩士班
关键词:	英雄模型;質性研究;每日創意;消費網絡 Qualitative research;Everyday Creativity;Consumption Network;HeRO'S2 Model
日期:	2015
上传时间:	2015-12-17T06:17:35Z (UTC)
摘要:	由於創意研究的蓬勃發展，許多學者將創意的發展與建構融入各個領域的研究，透過觀察注意到創意在生活中無處不在，因此學者Ruth Richards將創意區分為兩塊，主張將顯赫創意(Eminent Creativity , Big-C )及每日創意(Everyday creativity, little-c )，兩者各自獨立運作，涵義一致，但顯現方向不同。顯赫創意即是過去大眾所認知的創意行為；每日創意在平時的生活中不斷出現，在人生經歷的過程帶來豐富性。蒐集6位合格受訪者的生活經驗，從而描繪出消費網絡的特性。剛到一個新環境，必定會逐漸建立自己的消費網絡，在建立的過程中每日創意的發生也較容易察覺，再利用每日創意的分析模型來探討消費者創意的展現。每日創意在消費網絡建構的過程中具有多面向的顯化。創意表現會隨著能量、開放心、冒險心的程度而提高，英雄模型中的四個創意實踐操作交互激勵，有助於消費創意的展現。因此英雄模型適合用於分析每日創意展現。最後歸納研究結論，提出十個研究命題。整體上，假設英雄模型為適合研究每日創意的分析模型，本研究確認了消費網絡的架構，同時發現消費網絡具有生命力，遷居者在消費網絡建構中發揮個人的消費創意，為最易彰顯每日創意的領域之一。 Creativity is a ubiquitous phenomenon in our life. Aside from the public recognition of Eminent creativity (Big-C), the study of Everyday creativity (little-c) has been gaining greater attention in the last decade in terms of their omnipresence in the daily life of ordinary people. Among the various forms of everyday creativity, consumer creativity is considered to be one of the most prevalent displays yet understudied fields of interest. 　　In this research, a consumption network perspective is used to study inter-city new settlers’ formation of consumption behavior. The HeRO’S2 model (Yu 2012) was utilized to facilitate analysis of the new residents’ consumption experiences. A qualitative research methodology was employed in which altogether six in-depth interviews were made with new residents of Taichung based a set of screening criteria to control for their length of stay, purpose of stay and demographic backgrounds. It was found that, new settlers build their own consumption network progressively when moving into a new environment. In the process of building up their daily life through the manifestation of consumption network, the new settlers unavoidably had to mobilize the diverse elements of everyday creativity, as depicted by the HeRO’S2 model, to embody their need and dream for a better, happier and fruitful life. Altogether ten propositions were raised for the possible direction of future research. On the whole, the HeRO’S2 model is posited to be an appropriate analytical model of everyday creativity. The research also proposed that the conception of consumption network is worth greater attention to delineate a whole spectrum of consumer creativity.
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