Explore the Consumption Pattern of Gay Subculture Community in Different Self-identity Periods－from the Prospective of Need Theory
Date Issued
2007
Date
2007
Author(s)
Chen, Wei-Fan
DOI
zh-TW
Abstract
This research explores the consumption pattern and motivation of nowadays Taiwan gay subculture community. After in-depth interview with fifteen interviewees, the research findings are concluded as follow:
1.) The consumption pattern of nowadays gay community, which is bodybuilding, clothing, brands and cosmetic. This consumption pattern also represents the mainstream style “Bear” in gay subculture.
2.) The consumption motivation, which is “needs for belonging” and “needs for esteem”. Due to the act of isolation and discrimination in heterosexuality society, gay individuals may implement this consumption pattern as a way searching for eaten and belonging.
3.) The dynamic process. According to the self-identity experience and interaction with gay community, all interviewees were classified into three periods named as “the seeking period”, “the active period” and “the vanishing period”. As changing self-identity and interaction with gay community, individuals may also change their consumption pattern and motivation.
4.) The heterogeneity of gay subculture. Except the mainstream consumption pattern, such as bodybuilding, clothing and cosmetic, gay subculture also holds other subculture groups inside. Those subculture groups own totally different consumption patterns from mainstream gay demos.
Subjects
男同志
消費型態
消費動機
自我認同階段
Gay
Subculture
consumption pattern
consumption motivation
self-identity
Type
thesis
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