| Summary: | 碩士 === 國立臺北大學 === 金融與合作經營學系 === 101 === In recent years, the early stereotypes of women is strongly affected by the Feminist upsurge. And the female consumer’s money attitude and consumer style changes significantly because of the upsurge. This study have similar cultural roots, but different cultural characteristics－Taipei, Taiwan and Shanghai, China women to be compared, discuss differences of the female gender stereotypes, money attitude and consumer style between Taipei and Shanghai women. We use BSRI of Bem(1974) and Lee Mei-Chih(1984), MAS compiled by Yamauchi and Templer(1982), and CSI of Sproles and Kendall(1986) to set up our questionnaire. Internet questionnaires distributed to 18-35-year-old female consumers in Taipei and Shanghai.
The results showed that whether difference analysis, correlation analysis or regression analysis are illustrated female gender stereotypes influence the attitudes of money due to Taipei, Shanghai two regions differ, the results verify the different areas of women in gender stereotypes, money attitude and consumer style have differences, that is, women with different socio-cultural have different female gender stereotypes and different consumer style.
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