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碩士/碩專班畢業論文

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現今卡持卡人的消費理念與消費行為之性別差異研究
(碩專班:廖惟秀) (指導教授:王雅各)

刊登日期:2005-01-31  
友善列印
  • 研究生:廖惟秀
  • 論文名稱:現今卡持卡人的消費理念與消費行為之性別差異研究
  • 指導教授:王雅各
  • 關鍵字:現金卡、性別
  • [摘要]

    本篇論文之主旨在於探究目前社會極其風靡的金融商品─現金卡現象所衍生出來之消費行為。並針對現金卡使用者之金錢價值觀、信用狀況、財務規劃與債務償還模式作深入之探討。透過本研究之樣本特性對現金卡持卡人之內在層面作微觀社會學之質化研究。本研究著重於性別上之差異分析,對於金錢觀及借貸消費之行為,兩性看法分岐,有著截然不同的表現方式,同時金錢的表現方式亦將兩性所兼負之社會責任展露無遺。

    本文除了以兩性不同觀點而形塑出來的行為表現之差異為研究主軸外,對於現金卡的消費意涵並輔以布希亞在後現代境域所提出之「消費社會符號學理論」及其涵蓋之社會意義對文化產物進行分析,以便能使我們理解日常生活的結構,把握整個社會發展的基本動力。另外,由於現金卡的使用者以中低階層之勞工及上班族居多,同時這些族群也成為銀行現金卡客戶之大宗。就現金卡的利益關係而言,本論文以階級剝削及衝突理論之架構作為資方(銀行)與勞工(持卡人)之間階級互動關係之詮釋。

    「現金卡」是當今社會一種新型的金錢消費模式,為此,本研究引用齊美爾成熟的貨幣經濟─《貨幣哲學》思想學說作為金錢消費意義之推展,對於不同性別的持卡人所建立之金錢觀念之探討以包含心理學的、互動的、結構與制度的原理作為本文關注之焦點。藉由金錢的價值及表現方式,抽取時代精神的整體性,推展至現代社會的諸端問題。


  • [英文摘要 ]

    This research attempts to distinguish the gender differences of cash card using. A very recent phenomena yet arous many controversial discussions,cash card has emerging as the newest version of plastic money. In contrast to the traditional credit card, which aimed at consume now,pay later, cash card possesses the function of obtaining money (cash) to purchase other commodities. I hypothesize that since women have different values ( and ideas) about money, they will have distinctive ways of applying and using cash card.

    Adopting content analysis and in-depth interview, this study indicates, that there does exist gender differences concering the cash card phenomena. Applying pattern, credit line, spending, payment plan, and the value of cash card all have different meanings to women (and men).Analysis alse confirm some of Simmel's ideas (as in “The Philosophy of Money”) and Baudrillard's claim that people and “things” have very different relationships in the post modern era.

    In all, we find, in this paper, that women and man are brought up in distinct ways. Be that the socialization on what money means, how to spend, why, and what was the purposes of using money (mainly to exchange things) are all gender specific. As a result, both sexes demonstrate their own ways in applying, using, spending, paying and relating to cash card. And all these, ultimately are because that women and men have different values on money.