本文旨在探討晚近消費者研究的一個重要命題：消費者如何跳脫經濟人邏輯？為此，本論文透過日常生活社會學和批判的消費者研究，藉此釐清2005年所興起的轉型消費者研究（TCR）之理論意涵。研究發現，TCR直接挑戰長期以來以自私理性作為消費者預設的研究典範。在結論中，本研究一方面解釋說明「消費者解放如何可能」，並且界定出「消費者轉型」的研究步驟。

This study aims to explore a critical issue of consumer research: How can consumers escape the logics of “homo oeconomicus”? By scrunizing the sociology of everyday life and critical consumer studies, the research clarifies theoretical implication of transformative consumer research which developed in 2005. Preliminary findings indicated that TCR are challenging the utility paradigm of consumer research. In conclusion, the study elucidates how consumers’ liberation could be possible, and identifies four research steps for TCR.