Doctoral Dissertation Research: Opportunities in a New Retail Industry

这个项目考察了个人特征如何影响新零售行业的机会。这项研究调查了一个研究不足的过程，即地位的积极变化如何影响一个以前不受欢迎的行业的文化和分层。结果将提供洞察，了解以前不受欢迎的劳动的含义如何随着其地位的提高而变化，以及以前被编码为适合一类人的工作如何被视为适合另一类人执行。调查结果将增进对工作场所和组织的了解，并将有助于提高新行业的代表性。数据将通过三个网站的实地研究、访谈和媒体和社交媒体的内容分析来收集。要解决的研究问题涉及1)人口营销(作为潜在的企业家、员工和消费者)，2)进入该行业的途径，3)参与该行业的动机，以及4)与该行业的互动和经验的人口统计关联。调查结果将有助于关于行业地位、人口统计特征和工作机会差异的辩论。该奖项反映了NSF的法定使命，并通过使用基金会的智力优势和更广泛的影响审查标准进行评估，被认为值得支持。

This project examines how individual characteristics affect opportunities in a new retail industry. This research investigates the understudied process of how a positive change in status affects the culture and stratification of a previously deprecated industry. Results will provide insight into how the meaning of previously deprecated labor changes as its status is raised, and how work which was previously coded as appropriate for one category of people becomes seen as suitable for a different category to perform. Findings will advance understanding of workplaces and organizations and will inform the improvement of representativeness in new industries.Data will be collected via field research in three sites, interviews, and content analysis of media and social media. The research questions to be addressed concern 1) demographic marketing (as potential entrepreneurs, employees, and consumers), 2) pathways into the industry, 3) motivations to participate in the industry, and 4) demographic associations with interactions and experiences in the industry. Findings will contribute to debates about industry status, demographic characteristics, and differences in work opportunities.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.