臺灣博碩士論文加值系統

目前些研究大多探討世界各地女性的美感以及服飾之偏好，然而尚未出現探討關於台灣與吉里巴斯女性的美感、服飾偏好之差異。鑒於近來有研究以探討台灣及西方文化的美感服飾偏好為主題且做出深入的分析探討，成為後續研究相關主題的重要啟發。本研究主要探討台灣與吉里巴斯女性美感及服飾偏好，並試圖了解文化、年齡及身體形象是否會影響受測者之服飾偏好以及受測者判斷服飾的美感程度。
本研究主要分為兩項議題，第一是文化如何影響人們的穿衣風格? 第二則是年齡與身體意象是否會影響服飾偏好?因為過往文獻曾推論年齡與身體意象確實會影響人們的服飾偏好。本研究期望能增強我們對不同文化的理解以及服飾偏好或年齡、身體意象如何影響美感與服飾偏好，以及洞察人們對於特定服飾的感覺及其穿著場合之適配內涵。
本研究採用線上問卷進行調查，問卷隨機發放給台灣與吉里巴斯之女性並進行訪談並記錄下詳細的受訪者回應之質化資料，待問卷回收完畢，並另採用變異數分析及T檢定分析以獲得完整問卷之量化結果。
本研究結果說明不同文化背景對服飾有不同品味，但對於某種風格卻存在有共同喜好。此外，年齡亦會影響人們對於美感及服飾偏好，反之，身體意象卻不會影響人們對於美感及服飾的偏好。
本研究結果可以給予想了解兩個國家之文化以及其人們對於美感及服飾之偏好之外，也可幫助想在此兩個國家中進行商業活動之業者更了解當地人之文化及美感偏好。

Multiple research have focused on the aesthetic and dressing preference of women around the world. However, no attention has been given to the aesthetic and dressing preference of women from these two countries Taiwan and Kiribati. Fortunately, a recent study of aesthetic dressing preference between Taiwan and Western culture provided motivation to pursue this research topic. This study aims to examine the aesthetic and dressing preference for both Taiwan and Kiribati women, how culture, their age and body image influence their preference in dressing styles and how they define aesthetic dresses.
This study is motivated by two research questions: (1) How does culture influence people’s dressing style? (2) Does Age and Body image also have an impact on peoples’ dressing preference? It was hypothesized that culture, age and body image does have an effect on dressing preference. This study advances our understanding of different cultures and their preference in dresses or age and body image and their aesthetic and dressing preference. It gives us an insight view of how people feel about a particular dress or when dressed in a certain way.
An online survey of sample distribution was utilized to conduct this survey. Questionnaires were distributed to both samples from Kiribati and Taiwan and recorded voice interviewed were carried out to get a more insight view of this matter. Also a mix method of both Anova and T-test were employed to test the significance of each variable to this topic. The findings from this research illustrates how people from different culture have different taste but yet still have a common liking towards a certain style of dress. Also how age difference can influences their preference and lastly how body images did not really cause an impact on their aesthetic and dressing preference from the result of this study
This study is a fundamental tool for individuals who want to understand the culture of these two countries in relation to their aesthetic and dressing preference. It can also be a tool for new businessmen who want to establish, trade or conduct any sort of business activities in both countries, this will provide them with not only essential understanding but also insight perspective from the locals.

摘要 i
ABSTRACT ii
Acknowledgement iii
Table of Contents iv
List of Figures v
List of Tables vi
CHAPTER 1: INTRODUCTION 1
1.1 Background 1
1.2 Purpose 4
1.3a Process 5
1.3b Process Explanation 6
CHAPTER 2: LITERATURE REVIEW 7
I. Culture definition. 7
II. Aesthetic Definition. 8
III. Preference Definition. 8
IV. Aesthetic Preference. 8
2.1. History. 9
I. Zheng Family Rule. 10
II. Qing Dynasty Rule. 11
III. Japanese Colonial Rule. 11
IV. Guomindan Rule. 13
V. Korean wave. 14
I. Early European Contact ‘I-Matang’. 15
II. Beachcombers. 17
III. Permanent Traders. 18
IV. The Labor Trade. 19
V. The Religion. 20
VI. Colonization. 24
VII. Towards Independence. 25
2.2. Clothing 26
I. Taiwan in Dress. 26
I. Kiribati in Dress. 27
2.3 Body, image and age 36
CHAPTER 3: METHODOLOGY 39
3.1 Hypothesis Testing 39
CHAPTER 4: EMPIRICAL ANALYSIS 45
4.1A Quantitative 45
Summary. 57
4.1B Qualitative 58
Summary 67
CHAPTER 5: CONCLUSION &; DISCUSSION 69
References 71
Appendix 74

List of Figures

Figure 1 Process 5
Figure 2 Picture of local girls in skirt 16
Figure 3 Warriors costume 20
Figure 4 Moses Kaure 22
Figure 5 Catholic Family from Butaritari 23
Figure 6 Qipao during different era 24
Figure 7 Lavalava worn in the olden days24
Figure 8 Modern Qipao 30
Figure 9 Modern Lavalava Fashion show 30
Figure 10 Sophisticated ways of wearing Lavalava 31
Figure 11 Floral fabrics from Taiwan 32
Figure 12 Floral fabrics from Kiribati 32
Figure 13 Chinese knottings 33
Figure 14 Woven elements used as belts and accessories 34
Figure 15 Taiwan modern dress 35
Figure 16 Kiribati modern dress 35
Figure 17 Body images 37
Figure 18 Hypotheses test 39
Figure 19 Picture of dresses provided in survey 42
Figure 20 Scale rating of dress 43
Figure 21 Elements provided in survey 43
Figure 22 Body images provided in survey 44

List of Tables

Table 1 Profile of Sample 45
Table 2 Groups statistics summary 47
Table 3 Summary t-test results 47
Table 4 Group statistics of different age groups 48
Table 5 Summary of Anova test 48
Table 6 Multiple comparison table 49
Table 7 Descriptive statistics 50
Table 8 Summary of Anova test 50
Table 9 Summary descriptive table 51
Table 10 Multiple comparison table 52
Table 11 Nationality and elements 53
Table 12 Descriptive table 54
Table 13 Summary of body, age and element preference 54
Table 14 Summary table for nationality, age and elements 55
Table 15 Multiple comparison of age, nationality and element preferences 56
Table 16 Response to question 1 59
Table 17 Response to question 2 60
Table 18 Response to question 3 61
Table 19 Response to question 4 61
Table 20 Response to question 5 62
Table 21 Response to question 6 62
Table 22 Response to question 7 63
Table 23 Response to question 8 64
Table 24 Response to question 9 64
Table 25 Response to question 10 65
Table 26 Response to question 11 66
Table 27 Response to question 12 67

Block, L., &; Kramer, T. (2009). The effect of superstitious beliefs on performance expectations. Journal of the Academy of Marketing Science, 37(2), 161-169.

Creswell, J. W. (1998). Qualitative inquiry and research design: choosing among five traditions: Sage Publications.

Davison, G. M. (2003). A short history of Taiwan: The case for independence: Penn State Press.

Davison, G. M., &; Reed, B. E. (1998). Culture and customs of Taiwan: Greenwood Publishing Group.

Frost, J., &; McKelvie, S. J. (2005). The relationship of self-esteem and body satisfaction to exercise activity for male and female elementary school, high school, and university students. Athletic insight: The Online Journal of Sport Psychology, 7.

Green, A. (2007). Cultural history: Palgrave Macmillan.

Grimble, R. (2013). Migrations, myth and magic from the Gilbert Islands: Early writings of Sir Arthur Grimble: Routledge.

GÜZEL. (2013). CLOTHES PREFERENCES AND PROBLEMS OF CONSUMERS AGED 65 AND ABOVE.

Hansen, K. T. (2004). The world in dress: Anthropological perspectives on clothing, fashion, and culture. Annual Review of Anthropology, 369-392.

Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8.

Hong, M.-C. (2013). Young Women, Fashion, and Modernity in Taiwan.

keung Jung, S. (2014). Global Audience Participation in the Production and Consumption of Gangnam Style. ScholarWorks@ Georgia State University.
Koch, G., &; Slatter, G. (1986). The material culture of Kiribati: Institute of Pacific Studies of the University of the South Pacific.

Macdonald, B. (2001). Cinderellas of the empire: towards a history of Kiribati and Tuvalu: editorips@ usp. ac. fj.

Masuda, T., Gonzalez, R., Kwan, L., &; Nisbett, R. E. (2008). Culture and aesthetic preference: Comparing the attention to context of East Asians and Americans. Personality and Social Psychology Bulletin, 34(9), 1260-1275.

McIntyre, W. D. (2012). The partition of the Gilbert and Ellice Islands. Island Studies Journal, 7(1), 135-146.

McQuarrie, P. (2012). Gilbert Islands in WWII: Masalai Press.
Myers, R. H., &; Peattie, M. R. (1984). The Japanese colonial empire, 1895-1945: Princeton University Press.

Palmer, S. S. (2013). Visual aesthetics and human preference. Annual review of psychology, 64, 77-107.

Papantoniou, P. C. (1992). Marketing: The Complete Awakening: Pass Publications.
Reddy, S., &; Otieno, R. (2013). Relationship between body image and clothing perceptions among women aged 18-55 years in the UK. International Journal of Arts and Commerce, 2(5).

Roces, M., &; Edwards, L. P. (2007). The politics of dress in Asia and the Americas: ISBS.
Rubinstein, M. A. (2007). Taiwan: A new history: Routledge.

Sandel, T. L. (2010). Tales of the bitter and sweet: A study of a Taiwanese master story and transgression narratives as shared cross-generationally in Taiwanese families. Narrative Inquiry, 20(2), 325-348.

Scherer, K. R. (2005). What are emotions? And how can they be measured? Social science information, 44(4), 695-729.

Sung, S.-Y. (2010). Constructing a new image. Hallyu in Taiwan. European Journal of East Asian Studies, 9(1), 25-45.

Talu, S. A. (1979). Kiribati: Aspects of history: editorips@ usp. ac. fj.

Teevale, T. (2011). Body image and its relation to obesity for Pacific minority ethnic groups in New Zealand: a critical analysis. Pacific health dialog, 17(1), 33-53.

Tiggemann, M., &; Lacey, C. (2009). Shopping for clothes: Body satisfaction, appearance investment, and functions of clothing among female shoppers. Body Image, 6(4), 285-291.

Twigg, J. (2007). Clothing, age and the body: a critical review. Ageing and Society, 27(02), 285-305.

Uriam, K. K. (1995). In their own words: history and society in Gilbertese Oral Tradition: Journal of Pacific History, with the assistance of the Asian South Pacific Cultures Fund.
Van Trease, H. (1993). Atoll politics: the Republic of Kiribati: editorips@ usp. ac. fj.

Yang, C. C. (2007). The meanings of qipao as traditional dress: Chinese and Taiwanese perspectives: ProQuest.


Web page Reference

Arkansas Archeology, (Week 2000), University of Arkansas, “A Necessity of Life: Clothing”
https://www.uark.edu/campus-resources/archinfo/clothing.pdf

The Church of Scotland, (2011) “Are we what we wear? The ethics of our clothing choices”
http://www.churchofscotland.org.uk/__data/assets/pdf_file/0018/5904/Clothes_and_Ethics_May_2011.pdf

BBC (2011), Timeline: Kiribati, “A chronology of key events”
http://news.bbc.co.uk/2/hi/asia-pacific/country_profiles/2944816.stm

楊小萍 (1981), Treasures of Taiwan, “Chinese style Fashion”
http://edba.ncl.edu.tw/sinorama/read.aspx?id=569&;hash=eiGsAP1hdllfhlmktkrZLA%3d%3d&;markkeyword=FASHION

宋菊琴 (1990), Treasure of Taiwan, “New Ideas for Chinese Fashion”
http://edba.ncl.edu.tw/sinorama/read.aspx?id=3006&;hash=6QFPdaqycbmPcXx0CKV9jw%3d%3d&;markkeyword=FASHION