剖繪不同族裔結構之家庭購買決策角色──台灣雲林地區跨族裔與單族裔家庭的比較

Profiling the Roles and Decisions of Household Purchase in Different Ethnic Structures -A Comparison between Yunlin Local Cross - And Single-Ethnic Families.

台灣近年來跨族裔的婚姻日益增加，使台灣的家庭結構更為多元，這些跨族裔家庭的新住民以女性為多，她們在台灣家庭中具有經濟貢獻，並在家庭購買決策中扮演重要的角色。因此，跨族裔家庭夫妻在購買決策中的角色值得注意，台灣社會家庭結構相關文獻卻少有對新住民家庭與台灣夫妻購買決策角色的比較研究。本研究合併使用質化訪談及量化分析探討台灣雲林地區跨族裔與單族裔（台裔）家庭在購買決策中夫妻角色之差異，對受訪家庭夫妻二人同時進行深度訪談蒐集相關資料，本研究樣本來自台灣雲林縣20戶接受訪談之跨族裔家庭多從事農牧或藍領工作故台灣比較樣本蒐集15戶台裔藍領家庭，共計35戶家庭接受訪談。本研究發現，跨族裔家庭在食、衣等購買決策上共同決策的情形較單族裔（台裔）家庭為高，明顯考慮不同族裔家庭成員的偏好；而在所有家庭購買決策上，發現單族裔（台裔）家庭的角色專業度多高於跨族裔家庭，而跨族裔家庭中新住民太太會隨著婚齡(在台生活時間）增加而擴大其在家庭中的購買決策權。

In recent years, the types of family structures become more diverse because cross-ethnic marriages have been increasing in Taiwan. Most new residents of these cross-ethnic are predominantly female and contribute to family wreaths and play a significant role in family purchasing decisions. Thus, the study about the roles of spouses in purchasing decisions within cross-ethnic families is valued. However, the literature on purchasing decision roles of different family structures in Taiwan provides limited outcomes. This research combines qualitative and quantitative methods to explore the differences in spousal roles in purchasing decisions between cross- and single-ethnic (Taiwanese) families. The total sample data includes the couples of the 35 family samples (20 cross-ethnic and 15 Taiwanese families) from Yunlin, Taiwan. The comparison group chose 15 Taiwanese blue-collar families, because the 20 cross-ethnic families engaged in agriculture or blue-collar work. The results indicate that cross-ethnic families were more likely to make joint decisions in purchases, compared to single-ethnic (Taiwanese) families, considering the preference of family members from different countries. The role specialization was also generally higher in single-ethnic (Taiwanese) families than in cross-ethnic families. Finally, the new-resident wives of cross-ethnic families will extend their purchase decision domains when their marriage ages are longer because they have learned more about purchase experience in Taiwan.