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研究生:楊御儷
研究生(外文):Yang Yu Li
論文名稱:消費者偏好的跨國影響,生物差異與文化因素
論文名稱(外文):The Account of Biological Difference and Cultural Factors on International Consumer Preference
指導教授:張榮富張榮富引用關係
指導教授(外文):Chang Jung Fu
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:78
中文關鍵詞:生物/生理因子染髮視覺色彩文化
外文關鍵詞:biological/physiological factordyecolor visionculturesexes
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本研究主要探討國際行銷中,男女生理差異與跨文化影響因子,兩者對消費者偏好,孰較具影響力。以目前正流行的染髮為例,用白種人男女對髮色偏好與本國男女染色偏好對照比較。尋找生理與文化因子對染髮的影響程度。本研究主要採問卷調查方式,樣本採自大葉大學學生,共123名男性、163名女性。
統計結果發現,以整體染髮色彩選擇偏好而言,他國跨文化的影響強過於男女視覺上的刺激反應。以男性而言,對黃色系確實有一面倒,偏愛黃色的傾向,也確定男性視覺對黃色有反應的假定。以女性而言,偏愛黃色系染劑乃跨文化的影響,但從中亦發現女性視覺對紅色系有所反應的事實。
最終歸結,國際行銷觀念中除了以客製化產品符合當地文化偏好外,其社會的變遷、西化程度應當也要考慮在內。企業管理者可往這方面多觀察,其他舉凡現時的國情狀況、民族性,都可收作市場資訊。
生理反應雖未在此例中得到映證,但值得學者作更深入的研究與開發。

In a study we found indirect proof supporting color vision difference occurred on genders throughout reviewing a series of earlier studies. Hair-color stereotype of Caucasians, in which men favored blonde women and women preferred red-headed men, was evaluated to be highly biological/physiological-oriented. A comparative research is developed in this study involving 123 male college students and 163 females. All the subjects were Chinese in Taiwan. The only difference is that this study takes hair-dyed fashion as the observed example.
The results imply that the trend of dying in Taiwan is cultural-oriented. Men remain the preference for women dyed blonde, but women change their preference to blond men.
The implication of marketing in this case conveys that to check on the level a nation changes and its openness, and to investigate the new national status quo at any minute and its national character are valuable business activities.
Besides, biological/physiological effect is also found and await to be further explored.

Table of Contents
Inner Cover
Signature
Certificate of Authority……………………………………………iii
Abstract(Chinese)……………………………………………………..iv
Abstract(English)……………………………………………….……..v
Acknowledgements………………………………………..…………...vi
Table of Contents……...……………………………………………vii
List of Figures………………………………………………………….x
List of Tables…….…………………………………………………..xi
CHAPTER ONE INTRODUCTION
1.1 Research Background ……………………...………………..1
1.2 Research Motives……………………………………………...2
1.3 Research Objectives…..………………………………...….7
1.4 Research Prerequisite…………………………………...….8
1.5 Scope and Limitation of Research………..……………….9
1.6 Process and Structure of Our Research………..…..….10
CHAPTER TWO LITERATURE REVIEW
2.1 Cultural Effect on International Marketing...……….14
2.1.1 Marsella (1985)─Culture and Self……………….14
2.1.2Grant McCracken(1986)─Culture and Consumption.16
2.1.3 Kotler (1999)─Major Factors Influencing Buying Behavior……….............................................20
2.2 Color Preference Theory……………..…………………….22
2.2.1 Cultural Perspective — I. Views on Different Racial Color Preference……………..………………………......22
2.2.2 Cultural Perspective ─ II. Views on Sex Difference in Color Preference………………………...…………24
2.2.3 Cultural perspective — III. The Affective Meaning of Color/ Haircolor…………………..………….……….26
2.3 Biological Perspective ……………………………….….29
2.4 Basic Color Vision Theory………………………………...35
2.4.1 Sex Difference in Physical Attractiveness Preferences.Feinman, S.,& Gill, G. W. (1978)………………….35
2.4.2 Light Wavelength………………...………………..36
2.4.3 Clayson & Klassen (1989)─ Perception of Attractiveness by Hair Color…………………………...........40
2.4.4 Darwin’s Theory…………………………………...42
CHAPTER THREE RESEARCH METHODOLOGY
3.1 The Connection Between the Literatures and the Research Design...…………………………………………………............44
3.1.1 A Complete Review of Closely-related Review…44
3.1.2 The Initial Concept of Research Design……….47
3.2 Research Material……………………………………...…..49
3.2.1 Research Tool………………………………………..49
3.2.2 Research Subject…………………………………….51
3.2.3 Research Geographical Area……………..……….51
3.2.4 Scoring Method of Data…………………………….52
3.3 Surveying Condition………………………………………...52
3.4 Results of Useable sample..……………………………….53
CHAPTER FOUR ANALYSIS OF RESULTS
4.1 Statistics of Our Sample Population…………………….55
4.1.1 Samples with Dyed Hair...……..…………………55
4.2 General Preference Results between Male and Female…56
4.2.1 Male to Male……………………………………..….57
4.2.2 Male to Female……………………………………...58
4.2.3 Female to Male……………………………………...59
4.2.4 Female to Female…………………………………...59
4.3 Discussion to the Results………………………………….60
4.3.1 Inspecting the Compatibility with Research Prerequisites A and B………………………………………………..60
4.3.2 Open Discussion……..……………………………….63
CHAPTER FIVE CONCLUSION AND SUGGESTIONS
5.1 Final Conclusion of the Research…………………………68
5.2 Further Study and Suggestions…………………...………71
REFERENCE………………………………………………………........73
APPENDIX I
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