In recent years, the market for female adult erotic products has been expanding. However, many female adult erotic products manufacturers are facing losses and failures. The problem was often blamed on the closure of the social atmosphere and the market cannot be fully developed new consumers. Therefore, this research tries to explore whether the growth of feminism can promote women's awareness of sexual autonomy and the courage to face sexual desire. In this regard, the sales of female adult erotic products industry might rise. This paper applies Maslow's demand theory to analyze the main factors that stimulate women's purchase intentions. Through interviews with female entrepreneurs and adult erotic products start-up brands, to understand consumer and manufacturer ideas about the current situation of female adult erotic products and explore the possibility of future development. The most important thing is to explore whether feminism can really increase product sales. Key Words: Feminism, Maslow's demand theory, Female adult erotic products, Casual effect
Title Page i Letter of Approval ii Abstract in Chinese iii Abstract in English iv Acknowledgements v Table of Contents vi List of Tables viii List of Figures ix Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Motivation 2 1.3 Research Question 3 1.4 Thesis Structure 5 Chapter 2 Literature Review 7 2.1 Maslow's Hierarchy of Needs 7 2.1.1 Physiological 10 2.1.2 Self-esteem 11 2.1.3 Self-actualization 12 2.2 Feminism 13 2.2.1 First wave of feminism (1848-1920) 14 2.2.2 Second wave of feminism (1963 to the 1980s) 15 2.2.3 Third wave of feminism (1999-) 17 2.3 Adult Erotica Products 18 2.3.1 History of Adult Erotica Products 19 Chapter 3 Research Methodology 22 3.1 Research Design 22 3.1.1 Qualitative Research 22 3.1.2 Semi-Structured Interview 23 3.2 Research Framework 23 3.3 Research Process 26 3.3.1 Respondents 26 3.3.2 Interview Question 28 3.4 Data Analysis 32 Chapter 4 Research Result 33 4.1 Opinion Toward Sexual Autonomy and Sexual Needs 33 4.2 Opinion Toward Feminism 35 4.3 Inner views of adult erotica products 39 4.4 Sex product Industry Marketing Method 43 Chapter 5 Conclusion and Suggestion 54 5.1 Research Findings 54 5.2 Conceptual Framework 59 5.2.1 Framework designed from the previous findings. 59 5.2.2 Cause and effect relationship of adult erotic product buying behavior 61 5.3 Suggestion and Discussion 63 5.4 Research Limitation 64 Reference 65
方祖涵 (2019, April 4)，女性主義的品牌大戰，獨立評論。取自 https://opinion.cw.com.tw/blog/profile/217/article/7982. 何春蕤. (1994)，豪爽女人: 女性主義與性解放 (Vol. 1)。皇冠文學出版有限公司。 傅靖傑、李宜玶、張芷瑄、梁宜瑄與溫思涵 (2013)，做公益還是做生益？從社會行銷的觀點探討桃園地區消費者對公益彩券的購買行為之研究，全國高職學生102年度專題製作競賽。 Ackelsberg, M. A. (2009). 25 Personal identities and collective visions. Contemporary Anarchist Studies, 259. Alsos, G.A., Isaksen, E.J. and Ljunggren, E. (2006), “New venture financing and subsequent business growth in men- and women-led businesses”, Entrepreneurship, Theory and Practice, Vol. 30 No. 5, pp. 667-86. Andersone, I. and E. Gaile-Sarkane. Influence of factors on consumer behavior. in Proceeding of the 5th International Scientific Conference Business and Management. 2008. Bohan, J. S. (1992). Regarding gender: Essentialism, constructionism, and feminist psychology. Psychology of Women Quarterly, 17, 5-12. Cameron, C. (1977). Sex-role attitudes. In S. Oskamp (Ed.), Attitudes and opinions (pp. 339-359). Englewood Cliffs, NJ: Prentice Hall. Charney, M. (2007). Jewish Women: a Comprehensive Historical Encyclopedia. Feminist Collections: A Quarterly of Women's Studies Resources, 28(3), 22-24. Alsos, G. A., Isaksen, E. J., & Ljunggren, E. (2006). New venture financing and subsequent business growth in men–and women–led businesses. Entrepreneurship theory and practice, 30(5), 667-686. Day, S. (1996). Women's Sexual Autonomy: Universality, Sexual Rights, and Sexual Orientation at the Beijing Conference. Canadian Woman Studies, 16(3). Deckers, Lambert (2018). Motivation: Biological, Psychological, and Environmental. Routledge Press. Dellarocas, C., Zhang, X., & Awad, N.F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23-45. Paludi, M. A., & Denmark, F. (Eds.). (1993). Psychology of women: A handbook of issues and theories. Greenwood Press. Donovan, J. (2012). Feminist theory: The intellectual traditions. A&C Black.. Byers, P. and Bourgoin, S. (2004). Encyclopedia of world biography. Detroit: Gale. Firestone, S. (2003). The dialectic of sex: The case for feminist revolution. Farrar, Straus and Giroux. Friday, W. (2013). The Long, Strange History of Sex Toys. Retrieved 28 July 2019, from http://www.alternet.org/sex-amp-relationships/sex-toy Frucci, A. (2010). The Steam-Powered Vibrator and Other Terrifying Early Sex Machines NSFW. Retrieved 28 July 2019, from https://gizmodo.com/the-steam-powered-vibrator-and-other-terrifying-early-s-546699 Goldstein, K. (1995). The organism: A holistic approach to biology derived from pathological data in man. Zone Books. Hardy, Elle; Lehmann, Claire; Jha, Trisha; Matthewson, Paula (14 April 2014). "Am I a feminist? Four women reply (and they're not from the left)". The Guardian. Guardian Media Group. Retrieved 14 August 2014. https://www.theguardian.com/commentisfree/2014/apr/14/feminism-liberal-women-australia Hawkins, I., Best, R. J., & Coney, K. A. (1998). Consumer behavior: Building marketing strategy. New York: Irwin/McGraw-Hill. Jankowiak, W. R. (2008). Desiring sex, longing for love: A tripartite conundrum. Digitalscholarship.Unlv Kinsaul, J. A., Curtin, L., Bazzini, D., & Martz, D. (2014). Empowerment, feminism, and self-efficacy: Relationships to body image and disordered eating. Body image, 11(1), 63-67. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons. Krems, J.A., Kenrick, D.T., Neel, R. (2017). Individual Perceptions of Self-Actualization: What Functional Motives Are Linked to Fulfilling One's Full Potential? Personality and Social Psychology Bulletin, 43(9), 1337-1352. doi:10.1177/0146167217713191 Maclaran, P. (2012). Marketing and feminism in historic perspective. Journal of Historical Research in Marketing, 4(3), 462-469. Manali Khaniwale, “Consumer Buying Behavior” International Journal of Innovation and Scientific Research, vol. 14, no. 2, pp. 278–286, April 2015. Manolova, T.S., Carter, N., Manev, I. and Gyoshev, B. (2007), “The differential effect of men and women entrepreneurs’ human capital and networking on growth expectancies in Bulgaria”, Entrepreneurship Theory and Practice, Vol. 31 No. 3, pp. 407-26. Maracek, J. (1995). Gender, politics, and psychology's way of knowing. American Psychologist, 50, 162-163. Maslow, A. (1943). A Theory of Human Motivation. Psychological Review. Maybury, K.K. (2013). The Influence of a Positive Psychology Course on Student Well-Being. Teaching of Psychology, 40(1), 62-65. McCaughey, M., & French, C. (2001). Women’s sex-toy parties: Technology, orgasm, and commodification. Sexuality and Culture, 5(3), 77-96. McNeal, J. U. (1978). Consumer education as a competitive strategy. Business Horizons, 21(1), 50-56. 南投外約McPhillips, Kathleen. (1999) "Theme: Feminisms, Religions, Cultures, Identities." Australian Feminist Studies 14.30 (1999) Parkes, A., Henderson, M., Wight, D., & Nixon, C. (2011). Is parenting associated with teenagers’ early sexual risk‐taking, autonomy and relationship with sexual partners. Perspectives on Sexual and Reproductive Health, 43(1), 30-40. Radulescu, V., I. Cetina, and G. Orzan, Key factors that influence behavior of health care consumer, the basis of health care strategies. Contemporary Readings in Law and Social Justice, 2012. 4(2): p. 992+ Sharma, Ravi S., & Pandey, Tushar (2011). "The impact of electronic word-of-mouth in the distribution of digital goods." Webology, 8(1), Article 84. Available at:http://www.webology.org/2011/v8n1/a84.htmllogy.org/2011/v8n1/a84.html Steere, B. F. (1988). Becoming an effective classroom manager: A resource for teachers. Albany, NY: SUNY Press. ISBN 0-88706-620-8 Taormina, R. and GAO, J. (2013). Maslow and the Motivation Hierarchy: Measuring Satisfaction of the Needs. The American Journal of Psychology, p.170 Tasca, C., Rapetti, M., Carta, M. G., & Fadda, B. (2012). Women and hysteria in the history of mental health. Clinical practice and epidemiology in mental health: CP & EMH, 8, 110. Thompson, Ed and Kolsky, Estaban (2004-12-27). "How to Approach Customer Experience Management". Gartner.com. Retrieved 2016-07-15. https://www.gartner.com/en/documents/466017 Mitchell, V. F., & Moudgill, P. (1976). Measurement of Maslow's need hierarchy. Organizational Behavior and Human Performance, 16(2), 334-349.. Virvilaitė, R., Saladienė, V., & Žvinklytė, J. (2011). The impact of external and internal stimuli on impulsive purchasing. Ekonomika ir vadyba, (16), 1329-1336. Zikumnud and William, G. (1994), Business Research Methods, 4th Ed., Fort Worth：Dryden Press.
