性別角色與女性創業:一位民宿經營者的個案研究

Abstract

本研究旨在探究女性於創業歷程中如何受性別角色規範的影響，並形構其主體意識與性別實踐。研究以一位民宿女性創業者為個案，透過深度訪談及田野調查蒐集生命經驗資料，運用Walby（1991）所提出的父權體制分析架構，區分不同場域且進行性別權力關係的分析，於性別權力關係議題亦結合修正資源論與性別角色理論等深入探究，從創業資源分配、家務協商、從母姓選擇、自我意識與容貌焦慮、生男生女偏好、女性性格特質與創業經營理念等多重面向，剖析個案如何在性別平權教育與父權規訓交錯的文化環境中，實踐創業行動與自我主體建構。 本研究發現，儘管個案成長於重視性別平等的友善家庭，並擁有優渥的創業資源與支持，且個案的自我認知為性別平權的信奉者，然其在創業歷程中仍受到社會主流對女性氣質、外貌、母職等父權文化期待所影響，出現自認「不在意外貌的女性」卻產生「容貌焦慮」的矛盾，以及對「生男較佳」的潛在父權認同等現象，顯示父權體制的滲透無所不在。另一方面，學校場域對於孩子從母姓的汙名化，也呼應了Walby（1991）認為父權由私領域轉向公領域的宰制，即使決定孩子的姓氏屬夫妻倆私領域的事情，卻在公領域遭受議論且貼上負面標籤，更彰顯我國社會於性別平權方面仍有待努力。 另一方面，個案亦能展現能動性，將社會對女性柔性特質的刻板印象轉化為服務業優勢，進行有策略的性別實踐。本研究認為當代女性創業並非全然突破性別規訓的自由實踐，而是處於父權結構與性別平權理念交織張力中的協商結果。研究最後呼籲政策制定者與創業支持機制應納入性別文化視角，並建議未來研究關注處於不同階級與資源處境的創業女性經驗，以更完整描繪台灣女性創業者在性別權力結構下的主體生成過程。

This study aims to explore how gender role norms shape women's subjectivity and gender practices throughout their entrepreneurial journey. Using a case study of a female homestay entrepreneur, it draws on biographical data through in-depth interviews and fieldwork. Grounded in Walby’s (1991) theory of patriarchy and incorporating modified resource theory and gender role theory, the research examines how gendered power relations manifest in areas such as resource allocation, household labor, matrilineal naming, appearance anxiety, and entrepreneurial values. The analysis reveals how the subject negotiates identity and agency within a sociocultural context shaped by both gender equality discourse and patriarchal structures. The study reveals that despite being raised in a gender-equal family and advocating for gender equality, the subject’s experiences reflect persistent patriarchal norms—particularly regarding femininity, appearance, and motherhood. Her appearance anxiety and implicit acceptance of son preference highlight internalized patriarchal values. Moreover, public scrutiny over her choice of matrilineal surnaming illustrates how patriarchy persists in public spheres, aligning with Walby’s (1991) theory of its structural shift from private to public domains. The fact that a private decision—such as a child’s surname—was exposed to public scrutiny and negative labeling illustrates how deeply entrenched patriarchal values continue to obstruct progress toward gender equality in Taiwanese society. The subject exhibits agency by leveraging feminine traits as strengths in entrepreneurship, illustrating that women’s entrepreneurial practices are shaped by ongoing negotiations between patriarchal norms and gender equality ideals. The study calls on policymakers and support systems to adopt gender-sensitive approaches and recommends further research on diverse female entrepreneurial experiences to better understand subjectivity within gendered power structures.