| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士在職專班 === 105 === Marriage is a major event in a human life. People treat the "marriage into the process" as a ritualized, and then it has created some consumer behaviors. This study reviewed the literatures with consumption behavior of wedding photography. Most of them focus on female consumers, but ignore male consumers. Therefore, the purpose of the current study is to investigate the gender difference in consumption of wedding photography.
With the semi-structured depth of the interview method, and interview outline is divided by three dimensions, including consumer motivation, consumption experience, and social relations. Four married women and four married men are included.
The results indicates, on the dimension of consumer motivation, “social norms”, “gifts”, and “records of body changes” are derived respondents to consume wedding photography. On the dimension of consumption experience, respondents conclude five concepts, including “the person who is being gazed”, “the symbolic style”, “the formal style” and “the dominator. On the dimension of social relations, respondents regard wedding photography as to build y “physical space” , “public space” , “private space” ,” non - autonomous space” and “virtual space”. In addition, this study also finds that there are gender differences in these three dimensions.
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