臺灣博碩士論文加值系統

隨著近年來社會、經濟以及科技的變遷影響，性別角色與性別刻板印象也產生重大的改變，產品性別定位與消費者性別之間的關係也漸趨模糊。具性別造形特徵的產品吸引的不一定只有生理性別同向的族群，可能還存在著生理性別與產品性別定位反向，但性別基模同向的潛在消費群。
另一方面，消費者在選擇產品時，除了喜好的影響因素，是否存在與產品間心理距離的因素，也就是產品造形意象與消費者自我意象的親近程度。而產品心理距離的親疏程度，是否影響對產品之喜好感，兩者之關係也是本次研究探討的方向之一。
本研究採用性別角色特質量表，將170位受測者依照2(生理性別) × 4(性別基模)，分為共8群的性別基模族群，並利用分層隨機抽樣法抽樣其中68名受測者，針對不同性別化產品進行喜好度及心理距離的實驗。研究並利用相關分析、T檢定、ANOVA分析與LSD多重比較，針對實驗數據進行分析。
研究結果發現，(1)喜好與心理距離呈現負相關，即近似自我意象之產品使人感到親近，而容易引起較高的喜好感；(2)其中各性別基模族群之喜好、心理距離相關程度各有不同；(3)本研究由性別基模與生理性別兩方面，建構了性別化產品與性別之關連性，並整理為關係圖表；(4)藉由性別基模理論的導入，可修正傳統以生理性別定位設計的盲點，提供設計師對於產品造形性別化定位之參考準則。

In recent years, because of the influence of sweeping social, economics, and technical changes, sex roles and sex stereotype have changed dramatically. Relationship between gender orientation of product and consumer’s gender is becoming indefinite. Product with gendered form might not only attract gender-congruent groups. There might be potential consumers with incongruent gender, but congruent gender schema to gendered product.
On the other hand, except the influence of product preference, the influence called mental-distance that is between consumer and product might affect consumer’s choice. Mental-distance means the familiar-level between product image and consumer’s self-image. The relationship of mental-distance and product preference is also one of the researching directions.
This research uses Sex Role Scales to divide 170 subjects into 2(gender) × 4(gender schema) 8 groups, and uses Stratified Random Sampling Method to select 68 subjects for joining the Preference and Mental-Distance Test for gendered-product. Bivariance Correlation Analysis, T-Test, ANOVA Analysis, and LSD Multiple Comparisons would be used to analyze the research data.
Research result shows 1) reverse correlation between product preference and mental-distance. It means product with familiar image to self-image would make people intimate and raise preference for the product easily; 2) Correlations between product preference and mental-distance are different because of different sex roles; 3) Research builds the relationship between gender and gendered-product, concludeing the result into relationship charts; 4) Based on gender schema theory, research revises the dilemmas of gender stereotype design, provides designers a guideline for the gender orientation of product form.

摘 要.................................................i
Abstract.............................................ii
誌 謝...............................................iii
目 錄................................................iv
表 目 錄............................................vii
圖 目 錄.............................................ix

第一章 緒論.............................................1
1-1 研究背景與動機.......................................1
1-2 研究目的.............................................2
1-3 研究範圍與限制.......................................3
1-4 研究流程與架構.......................................4
第二章 文獻探討.........................................5
2-1 性別.................................................5
2-1-1 性別刻板印象.......................................5
2-1-2 性別角色觀念發展...................................6
2-1-3 性別角色與性別認同.................................6
2-1-4 性別角色測量與分類.................................7
2-1-5 性別角色學習與發展.................................7
2-1-6 性別基模...........................................8
2-1-7 小結...............................................9
2-2 認知與基模...........................................9
2-2-1 認知與資訊處理.....................................9
2-2-2 基模-認知的結構...................................11
2-2-3 自我概念與自我基模................................11
2-2-4 小結..............................................13
2-3 自我概念與產品......................................13
2-3-1 自我概念與產品購買決策............................13
2-3-2 自我概念與產品符號價值............................14
2-3-3 心理距離與產品意象................................15
2-3-4 小結..............................................15
2-4 產品意象認知........................................16
2-4-1 產品設計意象......................................16
2-4-2 產品設計語言......................................17
2-4-3 小結..............................................18
2-5 文獻探討小結........................................18
第三章 研究方法與步驟..................................20
3-1 實驗架構與流程......................................20
3-2 實驗內容............................................21
3-2-1 產品類別挑選......................................21
3-2-2 產品樣本蒐集......................................22
3-2-3 性別化產品樣本篩選................................23
3-2-4 實驗樣本圖卡製作..................................25
3-3 正式實驗............................................25
3-3-1第一階段：性別基模分群實驗.........................26
3-3-2分群結果-分層隨機抽樣..............................29
3-3-3第二階段：性別化產品之喜好度、心理距離實驗.........30
第四章 實驗結果分析與討論..............................33
4-1 喜好度與心理距離之相關分析..........................33
4-1-1 整體性別化產品之喜好、心理距離相關分析............34
4-1-2 女性化產品之喜好、心理距離相關分析................36
4-1-3 中性化產品之喜好、心理距離相關分析................37
4-1-4 男性化產品之喜好、心理距離相關分析................38
4-1-5 小結..............................................39
4-2 不同生理性別對性別化產品之喜好度、心理距離分析......41
4-2-1 不同生理性別對性別化產品之喜好T-Test..............41
4-2-2 不同生理性別對性別化產品之心理距離T-Test..........43
4-3 不同性別基模族群對性別化產品之喜好度、心理距離ANOVA分析45
4-3-1 不同性別基模族群對女性化產品之喜好ANOVA分析.......45
4-3-2 不同性別基模族群對中性化產品之喜好ANOVA分析.......46
4-3-3 不同性別基模族群對男性化產品之喜好ANOVA分析.......47
4-3-4 不同性別基模族群對女性化產品之心理距離ANOVA分析...49
4-3-5 不同性別基模族群對中性化產品之心理距離ANOVA分析...51
4-3-6 不同性別基模族群對男性化產品之心理距離ANOVA分析...53
4-3-7 性別化產品與性別之關係彙整........................57
4-3-8 小結..............................................63
第五章 結論與建議......................................65
5-1 研究成果............................................65
5-2 建議與後續研究......................................67


參考文獻................................................70
中文部份................................................70
外文部份................................................72

附錄....................................................76
附錄一 【產品性別化特質問卷】...........................76
附錄二 【實驗樣本圖片】.................................88
附錄三 【性別角色特質量表】............................105
附錄四 【造形特徵因素表】..............................107

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