| Summary: | 碩士 === 國立中正大學 === 電訊傳播研究所 === 103 === 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.
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