在家購物與已婚職業女性的婦職操演

Home Shopping And Married Working Women's Gender Performance For Women's Responsibility

李宜蓁(Yi-Chen Li)

指導教授 ： 唐士哲

國立中正大學/社會科學院/傳播學系電訊傳播研究所/碩士(2015年)

摘要

科技與網路的發展，使得在家購物隨之興起。在家購物跨越了時間與空間的限制，開展了購物的空間想像。已婚職業女性在職場與家庭間二頭忙，在家購物跨越的時空的特性，逐漸是已婚職業女性購物的方式之一。

本研究採深入訪談法，訪談六位有使用在家購物的已婚職業女性，從她們的日常生活，探討在家購物對已婚職業女性的意義；從居家的時間和空間而言，在家購物有何特殊性；並了解在家購物在職場與家庭生活中發揮了什麼作用，最後探討在家購物中，已婚職業女性與家庭成員的關係。

在家購物確實協調已婚職業女性的職場與家庭生活，然而也成為婦職操演的方式之一。已婚職業女性的在家購物行為，為了兼顧婦職責任，因此在許多購物行為，皆以婦職責任為出發。然而在家購物也抒解了已婚職業女性面對職場和家庭的雙重壓力，但也讓已婚職業女性掉入消費社會的陷阱中，買了許多不必要的東西，接著又因為婦職責任，合理化這些行為。

然而有些已婚職業女性利用在家購物，劃分婦職操演與自我；或利用工作之餘偷渡在家購物的休閒時間。而受訪者中僅有一位對婦職操演做反抗，取得較大的自主權。這些顯示出在家購物協調了職場與家庭的角色，卻也鞏固了已婚職業女性必須職場與家庭兼顧的既定印象。已婚職業女性的處境必須從根本的家庭權力關係與社會結構下著手，從家中共同協調家務與照顧孩子的責任，才能讓家庭與職場兼顧的既定印象獲得解套。

關鍵字

已婚職業女性 ； 婦職操演 ； 在家購物 ； 消費社會

並列摘要

Due to the development of internet and technology, home shopping emerges. Home shopping has overcome the limit of time and space and expand the imagination of shopping space and time. Married working women juggle between work and family. Home shopping, which is across the space and time, has become one of shopping ways for working women.

This study uses in-depth interview technique with 6 married working women who use home shopping in order to explore the meaning of home shopping in their daily life, to find what the specialty of home shopping from their living space and time, to understand the function of home shopping between business and family, and finally to explore married working women’s relationship between family members.

Home shopping certainly coordinates married working women’s life between work and family, which becomes one of the ways for gender performance of married working women. In order to manage well with their responsibility, home shopping behavior for married working women originates from women’s responsibility in many aspects. Despite the fact that home shopping eases married working women’s tension from work and family, they fall into the trap of consumer society. They buy many unnecessary things and rationalize their behavior with women’s responsibility.

However, some married working women distinguish the self and gender performance with home shopping, or use their leisure time to enjoy home shopping during the work. Only one interviewee fights against gender performance for women’s responsibility and takes major autonomy. It suggests that home shopping coordinates the role between work and family, but strengthens the stereotype for married working women to manage well between work and family. The situation of married working women should be tackled from fundamental family right relationship and social structure. The stereotype that women should manage well between work and family can be solved only by the coordination between housework and children care in the family.

並列關鍵字

married working women ； gender performance ； home shopping ； consumer society

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