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研究生： 趙毓青
論文名稱： 挣來的女性自主
Earn to be independent:
指導教授： 耿曙
Keng, Shu
學位類別： 碩士
Master
系所名稱： 社會科學學院 - 中國大陸研究英語碩士學程(IMCS)
International Master's Program in China Studies (IMCS)
論文出版年： 2009
畢業學年度： 97
語文別： 英文
論文頁數： 81
中文關鍵詞： 收入獨立 、消費滿足 、女性自主
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    • 探討上海地區女性的收入獨立和消費的滿意程度是否和女性自我意識的高漲成正相關。

    With the prosperity of Shanghai's growing economy, the self-awareness of Shanghai's women is continually rising and the thinking and behavior of Shanghai women are more independent. When it comes to consumption, what Shanghai females consume the most is to satisfy themselves or attract and please men. Is the consumption liberation and satisfaction greatly related to high women self-awareness? This article is to explore whether the economic independence of Shanghai female college students are directly linked to high female self-awareness or not; In addition, it is worth for us to explore and study more about these issues. If the higher consumption decision-making power of Shanghai female college students are related to the increased self-awareness of Shanghai women.

    Authorization for Publication…………………………………….…………………1
    Authorization Page…………………………………………………………………...2
    Acknowledgement……………………………………………………………………3
    Abstract………………………………………………………………………….……4
    Table of Contents…………………………………………………………………..…5

    Chapter 1. Introduction…………………………………………………….………..7
    1.1 Research Background………………………………………………………11
    1.1.1 The Early Female Self-awareness - Red Guards………………………….13
    1.2 Motive and Goal………………………………………………………………...15
    1.3 Methodology and Research designs……………………………………………18
    1.3.1 Methodology……………………………………………………………...19
    1.3.2 Research Method………………………………………………………….19
    1.4 Research Question and Hypothesis……………………………………….……21
    1.5 Limitations………………………………………………………………………22

    Chapter 2. Literature Review……………………………………………………..23
    2.1 Shopping………………………………………………………………………....23
    2.2 Consumption Behavior……………………………………………………...….26
    2.3 Consumption Self-satisfying……………………………………………………28
    2.4 Women’s Purchasing Power……………………………………………...……29
    2.5 Consumption Policy………………………………………………………….....31
    2.6 Women’s Purchasing Motive…………………………………………………..33

    Chapter 3. The Modern Shanghai Women………………………………………36
    3.1 Education Degree & Employment Preference..…………………………..….37
    3.2 Professional Capability……………………………………………………..…39
    3.2.1 Unemployment rate……………………………………………………….40
    3.2.2. Retirement age…………………………………………………………....41
    3.3 Matrimony………………………………………………………………………42
    3.4 Materialism……………………………………………………………………...44

    Chapter 4. Income Independence, Consumption self-satisfying, Female
    Self-Awareness………………………………………………………………....46
    4.1 Income Independence…………………………………………………………..46
    4.1.1 The Way to Get Income…………………………………………………...47
    4.1.2 The Purpose of Spending…………………………………………………48
    4.2 Consumption self-satisfying………………………………………………...….49
    4.2.1 Is Consumption a women’s activity?..........................................................50
    4.2.2 Consumption Structure……………………………………………………51
    4.2.3 Satisfaction of Purpose……………………………………………………52
    4.3 Female Self-awareness………………………………………………………….53
    4.3.1 Specialty of Self-awareness……………………………………………….54
    4.3.2 Shopping Freedom………………………………………………………..56
    4.3.3 Female self-awareness of shanghai……………………………………….58
    4.3.4 Limitation and Difficulties………………………………………………..60
    4.3.5 Potential Sense of Attachment……………………………………………61
    4.3.6 Wish to Be An independent Woman?..........................................................62
    4.4 Conclusion……………………………………………………………………….68

    Chapter 5. Summary……………………………………………………………..…66
    5.1 Feminine Self-awareness Rising……………………………..............................66
    5.1.1 Shanghai is a maternity society………………………………66
    5.1.2 The Changes of Male’s Social Status………………………...67
    5.1.3 Female Income Independence………………………………..68
    5.2 Female Consumption Level Upgraded…………………………………...……69
    5.3 The Evidences of the Hypothesis………………………………………………70
    5.4 Conclusion…………………………………………………….............................72

    Appendix I……………………………………………………………………….......73
    Appendix II……………………………………………………………………….....76
    References...................................................................................................................77

    Article Book and Master’s Thesis
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    Bloch, Peter, Ridgway, Nancy M. and Sherrell, Daniel. 1989. “Extending the Concept of Shopping: An Investigation of Browsing Activity”, Journal of the Academy of Marketing Science, 17(1): 13-21.

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    Freedman Jane (2001). Self-awareness. Phildelphia, Pa.: Open University.

    Fu Li Zhong (2009). Shanghai Shen Hua. Taipei: Yin Ke.

    Gronomo, Sigmund and Lavik, Randi (1988). Shopping Behavior and Social Interaction: An Analysis of Norwegian Time Budget Data’, in Per Otnes(ed.). The Sociology of Consumption: An Anthology. Oslo: Solum Forlag.

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