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| 研究生： |
蔣楚翹 Tseung, Cho-Kiu |
|---|---|
| 論文名稱： |
探討香港黃色經濟之社群發展歷程:以政治消費主義之社會價值共創為視角 Exploring the Community Building Process of Yellow Economy in Hong Kong: A Perspective from Social Value Co-Creation of Political Consumerism |
| 指導教授： |
楊佳翰
Yang, Chia-Han 仲曉玲 Chung, Hsiao-Ling |
| 學位類別： |
碩士 Master |
| 系所名稱： |
規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design |
| 論文出版年： | 2023 |
| 畢業學年度： | 111 |
| 語文別： | 英文 |
| 論文頁數： | 151 |
| 中文關鍵詞： | 政治消費 、社會價值共同創造 、社群建置 、黃色經濟 、香港 |
| 外文關鍵詞： | Political Consumerism, Social Value Co-Creation, Community Building, Yellow Economy, Hong Kong |
| ORCID： | 0009-0006-4170-5295 |
| 相關次數： | 點閱：109 下載：0 |
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在2019年，香港人發起了「反送中」運動，示威和遊行遍布香港各地。在示威的背後，香港人不僅用示威表達立場，還運用自己的消費力量，抵制親中國與親政府的商店（即藍店），同時支持與「反送中」運動和香港民主相關的商店（即黃店）。這些政治消費者因共享的價值觀而形成社群，在這個群體中分享資訊並發起消費行動。儘管政治消費日益普遍，卻仍缺乏涉及政治消費者、消費過程中各利益相關者以及擴展社群的研究。
本研究旨在透過文獻探討法和歷史研究，深入探究香港政治消費模式（即黃色經濟）的發展過程以及涉及的各方利益相關者。同時，利用文獻探討法和綜合個案研究方法，了解黃色經濟社群的發展過程，以及其中社會價值的共創過程。最後，本研究通過專家訪談提出了一個政治消費社群建設架構，供後續相關研究學者參考。
研究的主要發現是，黃色經濟是隨著社會運動而興起的，並在2019年至2022年間形成了黃色經濟的社群。通過綜合個案研究，發現社群在成長過程中受到不同的影響因素影響，因此出現不穩定的成長路線。通過訪問黃色經濟社群的利益相關者，我們了解到整個發展過程分為四個階段，在不同階層中，社群抱有不同的共享價值。此外，社交媒體在共享價值中扮演了重要角色。本研究的價值在於提供清晰的黃色經濟社群發展過程，並根據研究結果提出政治消費社群的發展指引供參考。
關鍵字：政治消費、社會價值共同創造、社群建置、黃色經濟、香港
In 2019, Hong Kong witnessed the rise of the anti-ELAB movement (also known as the Anti-Extradition Law Amendment Bill Movement), which sparked numerous demonstrations and protests. During this period, Hong Kong citizens used their purchasing power as a form of "protest" by boycotting pro-China and pro-government stores, known as "Blue shops," and supporting stores aligned with the anti-ELAB movement and Hong Kong's democracy, known as "Yellow shops." Despite the increasing prevalence of political consumption, there is a lack of research exploring the process between political customers, various stakeholders involved in the consumption process, and the extended community of political consumers.
This research conducted an extensive literature review and historical research to understand the development process of Hong Kong's political consumption pattern, known as the Yellow Economy. Simultaneously, it utilized literature research and integrated case study methods to comprehend the community-building process within the Yellow Economy and the co-creation of social value within the community. Finally, expert interviews were organized to propose a framework for the political consumption community-building process, which can serve future researchers in related fields.
The main findings of the research revealed that the Yellow Economy emerged in conjunction with social movements and evolved into a community between 2019 and 2022. Through comprehensive case studies, it was observed that the community faced various influential factors during its growth, resulting in an unstable developmental trajectory. Stakeholders within the Yellow Economy were interviewed to understand its four-stage developmental process, wherein different layers of the community held distinct shared values. Furthermore, social media played a crucial role in shaping the shared values within the community. The research value of this thesis lies in providing a clear understanding of the developmental process of the Yellow Economy community and proposing a development guideline for political consumerism communities.
Keywords: Political Consumerism, Social Value Co-Creation, Community Building, Yellow Economy, Hong Kong
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