研究中發現父母在孩子消費文具中扮演多重的角色，從指導者的角度來看，家長指導孩子如何在賣場表現正確良好的消費行為、文具的使用方式、符號的象徵意義，以及自身的品味。從仲裁分配者的角色來看，家長常面對手足之間的資源分配和參與消費的仲裁。研究也發現隨著孩子年齡增長，決策形式開始有了變化，孩子開始得到商品外型的決定權，到了國中，由於家長對於校園生活與學用品的陌生，孩子藉著自身對校園文化的熟悉，得到幾乎完整的消費自主權，在一連串學習消費的經驗中，小小消費者開始成為一位獨立的消費者。;With the development of economy, human consumption has become necessary in everyday life. Stationery, particularly for school children, is now a daily necessity to their life and their work—learning. The demand of stationery, nevertheless, changes as they grow. What is noteworthy is that children’s consumer behaviors are not natural. The purpose of this thesis is to explore their learning trajectory of becoming a customer by stationery consumption.
This thesis is theoretically framed with the circuit of culture. Starting from the component of consumption, the thesis intends to explore how consumption, identity, representation, regulation and production are interconnected. Children’s stationery consumption with different ages and genders are further analyzed to examine the issues of 1) how peer identity and gender identity are shaped by stationery consumption, 2) how the relationship between product symbols and stereotypes has an influence on children’s consumption of stationery, 3) how parents achieve the empowerment, take the arbitration, and arrange the distribution according to different regulations of consumption, 4) what school regulations of consumption of stationery are made to pupils, and 5) how stationery vendors manage their customers.
Ethnography was applied in this thesis. Observations were taken in different market settings. Teachers, parents and vendors were interviewed. Documents were collected.
And, all of the data are triangulated.
The result shows that parents play a quite vital role in children’s stationery consumption. They guide children towards the correct behaviors in the market, instruct children the necessity of trying out and the function of stationery, and explain the symbolic meaning. Meanwhile, parents might deliver their cultural capital and gender stereotype. Parents might need to solve the problem of resource distribution by taking arbitration and arranging distribution among their children in the consumption
process. The result also reveals that the decision-making power changes with the increase of children’s ages. The transfer of decision-making power on product appearance to junior high schoolers results from parents’ unfamiliarity of campus life and stationery. Pupils eventually become independent consumers after such a long-term learning experience of consumption.