本研究基于女性经济崛起与体育产业回暖的宏观背景，从女性微观体育经验出发，提出了“影响女性进行‘足球球衣消费’的因素有哪些？”及“这些因素又如何影响了‘女性足球球衣消费’？”这两个研究问题，以期通过揭示“女性足球球衣消费”中的诸多痛点来提升社会整体对女性作为鲜活个体的差异化诉求的认知、理解与尊重。鉴于现有文献中对女性消费者主观感受呈现的缺失以及对足球球衣在内的体育授权产品研究的匮乏，研究者秉持批判的、建构的、女性主义的研究范式，并采用“女性主义民族志”作为整体研究方法进行研究设计。具体到操作层面，研究者首先通过“自我民族志”，在附录A中对个人球衣消费经历进行了自述，并对所拥有的球衣进行了罗列。在此基础上，为避免可能出现的对单一女性个体叙述可信度的怀疑，研究者亦借助半结构访谈及参与式观察等研究方法来实现交叉验证。研究者共访谈了14位年龄在20-40岁之间的国内外女性足球球衣消费者，与她们进行了超过1000分钟的对谈，对谈内容经转录整理后得到超过27万字的文稿。此外，自2022年12月起，研究者在线上线下进行了为期一年多的参与式观察，收集到了丰富的质性数据。经由“回溯”的分析逻辑，发现如下：影响女性进行“足球球衣消费”的因素分为结构性的和非结构性的两方面。一方面，作为社会功能结构的经济、家庭、体育与包括国别、性别及审美在内的文化构成了宏观层面的四大因素。另一方面，球衣本身的属性、技术渠道的革新及女性足球球衣消费者个人的理智与情感作为三大非结构性因素，亦对消费行为的发生与否起着决定作用。上述因素继而通过“束缚与解放”的双重机制从整体与部分上深刻而微妙地影响了“女性足球球衣消费”。尽管“刻板印象”“男性凝视”“性别盲”等导致的“角色冲突”严重束缚了“女性足球球衣消费”，但体育领域内“女权运动”的兴起为女性通过各种或温和或激进的方式以获得一定程度的解放创造了可能。综上，本文得出了“‘足球球衣消费’是女性摆脱‘他者’角色，建构主体身份的重要实践”这一总的结论。同时，研究者亦在文末对女性主义民族志研究的得失进行了反思并对后续相关研究进行了展望。
Based on the macro background of the rise of women’s economic power and the recovery of sports industry, and starting from the micro experience of female consumers, this dissertation puts forward two research questions: “what are the factors affecting ‘women’s consumption of football jerseys’? ”and “how do these factors affect ‘women’s consumption of football jerseys’?” in order to reveal the pain points in it and to enable the society as a whole to better recognize, understand, and respect the differentiated demands of women as living individuals. Given the lack of attention to female consumers’ subjective feelings and the lack of the existing literature of Sport Team Licensed Merchandise （STLM）, the researcher upheld a critical, constructive, and feminist research position, and chose “feminist ethnography” as the overall method to design the research.At the operational level, the researcher first self-reported her personal jersey consumption experience and listed the jerseys she owned in Appendix A through the method of self-ethnography. On this basis, in order to avoid possible doubts about the credibility of a single female individual’s narrative, the researcher also adopted the methods of semi-structured interview and participatory observation to cross-validate. 14 female football jersey consumers aged 20-40 from home and abroad were interviewed, and the interviews lasted longer than 1,000 minutes. After transcription, more than 270,000 words of manuscripts were obtained. In addition, since December 2022, the researcher has conducted participatory observations for more than one year in both online and offline fields, through which rich qualitative data was collected.Through the logic of retrospective analysis, it was found that:The factors influencing “women’s consumption of football jerseys” can be divided into structural and non-structural aspects. On one hand, four structural factors are economy, family, sports, and culture at the macro level. On the other hand, the attributes of the jersey itself, the innovation of Internet technology and online purchasing channels, and the sense and sensibility of female consumers also play a decisive role in the occurrence of football jersey consumption behavior. The above factors then profoundly and subtly influence “women’s football jersey consumption” from the whole and part through the dual mechanism of “limitation and liberation”. Although the “role conflict” caused by “stereotypes”, “male gaze”, and “gender blindness” severely constrained “women’s football jersey consumption”, the rise of “feminist movement” in sports did create the possibility for women to obtain a certain degree of liberation in various moderate or radical ways.To sum up, this dissertation reached the conclusion that “‘football jersey consumption’ is an important practice for women to get rid of being constructed as ‘others’ and construct their subject identity”. At the same time, the researcher also reflected upon the gains and losses of the feminist ethnography study and looked forward to the subsequent related studies by the end.
