臺灣博碩士論文加值系統

本文嘗試以社會文化分析脈絡，去解構母嬰作為特殊生命歷程中的消費族群之消費行為內涵，為身處利基市場(niche market)的母嬰產業鏈中的品牌商們建構關係行銷內涵，提供公司能在少子高齡化的社會再創產業新局。隨著當代母親的密集母職內涵擴張，甚至促進更高消費的趨勢—強調愛與陪伴的「母嬰經濟」，這種凌駕在資本主義之上的愛無價的母職內涵，也勾勒出親職的消費行為。
本研究將結合社會學理論，透過產業個案分析探究當代密集母職理論如何驅動母親消費行為，以及母親的慣習、資本與所處場域如何驅動母職實踐；進而以紮根理論進行台灣市場的實證研究，透過爬梳台灣社會脈動、家庭組織變遷以及育兒觀念的流變、新科技介入產業的變革，探究台灣當前的育兒情境脈絡，找出台灣消費者對於實踐親職行為的想像，以及社群意見領袖、醫療專家的教養訊息規訓等口碑傳播，以及政策推展、產業是如何作為驅動因素影響母嬰產品的消費軌跡，推導出關係行銷下的母嬰消費模型，提供品牌經營管理者針對親子市場規劃行銷策略，進而和台灣的母嬰消族群者達成有效益的品牌溝通。

In the era when double income family has grown to be the mainstream, the social construction of intensive mothering, a ideology of parenting style that involves intense and constant love, attention, and mental stimulation given to a child by his or her mother, has created guilt and pressures to the working mothers and therefore enhanced consuming behavior accordingly.

For the purpose of understanding the unique consumer behavior in the maternal and infant industry, the study has deconstructed various industry phenomena through the aspect of social-cultural context. And hopefully players in this industrial chain, especially brand vendors focus on niche market, could use the result as a reference to plan its strategy under the challenge of low birth date and aged society.

Combining Sociology theory with actual case study, the research has showed how parenting habits, earnings and environmental effects driven the growth of intensive mothering, and how intensive mothering has changed mothers’ consuming behavior.

The study also provided an empirical study of Taiwan maternal and infant industry by reconstruct Taiwan’s social-cultural changes, family composition and the evolution of parenting conceptions, as well as new technology involved in the industrial changes. Results found that mother’s consuming behavior model could be influenced by relationship marketing including social media, authority opinion and government policy.

中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍與對象 3
第二章 文獻探討 5
2.1母職(mothering)與密集母職(intensive mothering) 5
2.2社會實踐理論-慣習（habitus）、資本(capital)與場域（field）7
2.3自我實現的預言與補償性消費 9
2.4關係行銷(Relationship Marketing) 10
2.5社群網絡(Social Network Sites) 11
2.6口碑(Word Of Mouth) 14
2.7消費者決策(CDI) 16
第三章 研究方法 19
第四章 研究命題 21
第五章 結論與建議 35
5.1結論與個案探討 35
5.2未來研究建議 38
參考文獻 40

一、中文文獻
行政院主計總處(2016)，人力資源統計年報。
杜宜展(2011)，「幼兒母親婚姻關係與母職角色之研究」，南台人文社會學報。
李昕彥譯(2015)，不只是消費：解構產品設計美學與消費社會的心理分析，臺北：商周出版。
洪士群 (2009)，嬰童用品品牌的國際化策略探討-以日本康貝公司(Combi)為例，政治大學經營管理研究所碩士論文。
許恬寧譯(2016)，我是一個媽媽，我需要柏金包—耶魯人類學家的曼哈頓上東區臥底觀察，臺北：時報文化出版公司。
許瑞宋譯(2016)，資本主義的17個矛盾，臺北：聯經出版公司。
教育部(2016)，性別平等教育季刊第七十六期。
張瓊懿譯(2017)，你教育孩子，還是孩子教育你?，臺北：行路出版。
楊子霈(2016)，母親進行式，臺北：方寸文創事業有限公司。
楊虹(2014)，慈祥與殘酷：透視中國式父母之愛，臺北：華茲出版。
翟本瑞(2011)，「從社區、虛擬社區到社會網絡網站：社會理論的變遷」，台灣資訊社會研究期刊。
潘淑滿(2005) ，「台灣母職圖像」，女學學誌：婦女與性別研究，第二十期，頁41-91。
劉桂君(2011)，1960年代《婦友》雜誌建構的現代母職論述分析，國立中山大學傳播管理研究所碩士論文。
二、外文文獻
Boyd, D. M, Ellison, N. B. (2007).Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication.
Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan(2016). Know Your Customers’ “Jobs to Be Done”. Harvard Business Review.
D Ariely, M.I. Norton(2008).Conceptual Consumption. Annual Review of Psychology.
David C.Edelman(2010).Branding in The Digital Age. Harvard Business Review.
Lewis, M. & Goldberg, S. (1969). Perceptual-Cognitive Development In Infancy:A Generalized Expectancy Model as A Function of the Mother-Infant Interaction, Merrill-Palmer Quarterly of Behavior and Development,Vol. 15, No. 1, pp. 81-100.
Leira, A. (1992) .Welfare States and Working Mothers: The Scandinavian Experience. New York: Cambridge University Press.
Morgan, Robert M. & Shelby D. Hunt(1999).Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy. Journal of Business Research. 46, 281–290.
Nahapiet, J. and Ghoshal, S.(1998).Social Capital, Intellectual Capital, and the Organizational Advantage. Academy and Management Review.
Sharon Hayes.(1996). The Cultural Contradictions of Motherhood. New Haven: Yale University Press.
Walls, J. K., Helms, H. M., & Grzywacz, J, G. (2014). Intensive Mothering Beliefs Among Full-Time Employed Mothers of Infants. Journal of Family Issues.
Wyer, Robert S., Xu, A.J., (2010).The Role of Behavioral Mind-Sets in Goal-Direced Activity: Conceptual Underpinnings and Empirical Evidence. Jounral of Consumer Psychology. Vol. 20, pp. 107-125.