引用
「我逛，故我在」：女性逛街購物的時間觀與自我
‘I Shop, Therefore I Am’: Female Time Concepts of Shopping and Self
作者：李玉瑛（Yu Ying Lee） | 首次發表於 2020-06-26 | 第 43 期 December 2009
DOI：https://dx.doi.org/10.6786/TJS.200912_(43).0002
研究論文（Research Articles）
DOI：https://dx.doi.org/10.6786/TJS.200912_(43).0002
研究論文（Research Articles）
論文資訊 | Article information
摘要 Abstract
逛街購物（shopping）在西方社會學科中已經被充分探討，但是台灣卻少見社會學門的關懷。本文的目的是將看似平凡而且瑣碎的女性逛街購物的經驗，納入消費文化的研究範圍，逛街購物不是一個屬於自我陶醉的個人行動，它是現代人必須參與的社會實踐。本文以社會的時間觀與自我為軸線來呈現台灣女性逛街購物的面貌與經驗。本文以獨行俠、從眾者、賦權者和精算師來凸顯其特性，表示女性是如何的支配時間與金錢，同時也呈現女性自我認知和與他人互動的關係。需要說明的是，這只是為了「命名」之便所做出的區分，任何一位女消費者可能同時擁有多重的形象，例如獨行俠也有可能就是逛遊者、賦權者。也就是說，四者之間並非是相互排斥的關係，很多時候這四種逛街購物的特質是可以排列組合在一起的。女性享受獨處的時間，同時也滿足了視覺的觀賞和身體感官的愉悅。當她們在看流行，比較價錢和貨比三家的時候是精打細算者，然而她們也不自覺的陷入商品規格化的制約，在商場中努力找尋的其實是和廣大眾生一模一樣的東西，而非單獨為個人量身訂製的產品。但是消費者還是願意花很多時間逛，就是在尋尋覓覓、搭配出一絲表達自我獨特性的創意，磨練和展現個人的消費判斷能力。逛街購物的社會實踐中包含對既有的社會價值的抗拒和妥協，女性就是在這樣的辯證之中，認識自我、定義自我、肯定自我。
關鍵詞：逛街購物，女性消費者，時間觀，自我認同
關鍵詞：逛街購物，女性消費者，時間觀，自我認同
The main concern in this paper is transforming women’s seemly trivial shopping experiences into an academic discussion. Shopping is not a self- indulgent activity, but a social practice that everyone must participate in. Focusing on how female shoppers shop in relation to spending time, I argue that women try to build self-identity through shopping practices. I elaborate four types of female shoppers as follows: efficient and solitary, the follower, the flanerie, and the careful and meticulous calculater. There are three motifs in western literature regarding women and shopping: shopping as empowerment, as flanerie, and as self-discipline. Here I show that these motifs can be applied to Taiwanese female shoppers. When a woman shops alone, she is indulgent in visual and sensual pleasure, while at the same time she is busy in comparing prices and looking for trendy merchandise. As she exercises her free choice to buy, she is also constrained by market forces that limit those choices. Women love shopping because they want to find uniqueness. It can be argued that women build self-identity and confidence through a dialect of resistance and negotiation with social constraints.
Keywords: shopping, female shopper, time conception, self-identity
Keywords: shopping, female shopper, time conception, self-identity
