This work has been given the title "The Search for Female Identity" because its core question is: what constitutes female self-identification? This search is carried out by searching literary traces, since self-identification can be deconstructed by analyzing the texts. Texts by an Austrian and a Soviet-Russian writer were chosen as the basis for this deconstruction. In a comparison of their two writings, the difference between the two socio-political systems in terms of their possible influence on self-identification could also be crystallized. The theories used (mainly poststructuralist) together with the interpretations help to extract the pre-discursive nature of the texts and to decipher the image of femininity. The analysis carried out showed that in both societies this picture is full of myths, however, they were developed and implemented differently. In the course of this development the individualistic Western culture encounters the limits of its individuality, which also affects women and influences their unity in themselves. Meanwhile, the post-Soviet society striving for all-round collectivism fails to control the construction of identity, since it does not offer enough playground for self-determination and overwhelms especially women with the imposed standards. Key words: female...

本研究主要探討商標符碼消費行為的影響變數,試圖了解消費者進行商標符碼消費之動機及意圖,研究發現:消費者自我表達消費動機.消費者自我認同達成度.消費者社會化學習程度.品牌偏好度...對商標符碼消費行為有顯著影響.