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以上海、北京的百货业售货员的调查数据为基础,通过因子分析法和多元回归分析探究青年售货员的性别意识构成及其影响因素。回归分析结果表明,性别、婚姻状况、户籍、文化程度、社会网络对社会性别意识有显著影响,不同的社会网络对性别意识有不同影响。研究还发现,参加化妆培训和礼仪培训能促进性别意识现代化;销售技巧培训会削弱性别意识。
Based on the survey data of department store salespersons in Shanghai and Beijing, this paper explores the formation and influencing factors of young salespersons’ gender consciousness through factor analysis and multiple regression analysis. The regression analysis shows that gender, marital status, household registration, educational level and social network have a significant impact on gender awareness. Different social networks have different impacts on gender awareness. The study also found that attending makeup and etiquette training can promote the modernization of gender awareness; sales skills training can undermine gender awareness.