性別基模探討產品喜好與心理距離之研究 / A Study of Product Preference and Mental-Distance Based on Gender Schema

摘要

隨著近年來社會ã€ç¶“濟以åŠç§‘技的變é·å½±éŸ¿,性別角色與性別刻æ¿å°è±¡ä¹Ÿç”¢ç”Ÿé‡å¤§çš„改變,產å“性別定ä½èˆ‡æ¶ˆè²»è€…性別之間的關係也漸趨模糊。具性別造形特徵的產å“å¸å¼•çš„ä¸ä¸€å®šåªæœ‰ç”Ÿç†æ€§åˆ¥åŒå‘çš„æ—群,å¯èƒ½é‚„存在著生ç†æ€§åˆ¥èˆ‡ç”¢å“性別定ä½åå‘,但性別基模åŒå‘的潛在消費群。 

å¦ä¸€æ–¹é¢,消費者在é¸æ“‡ç”¢å“時,除了喜好的影響因素,是å¦å­˜åœ¨èˆ‡ç”¢å“間心ç†è·é›¢çš„å› ç´ ,也就是產å“造形æ„象與消費者自我æ„象的親近程度。而產å“心ç†è·é›¢çš„親ç–程度,是å¦å½±éŸ¿å°ç”¢å“之喜好感,兩者之關係也是本研究探討的方å‘之一。

本研究採用性別角色特質é‡è¡¨,å°‡ 170 ä½å—測者ä¾ç…§ 2( 生ç†æ€§åˆ¥ ) × 4( 性別基模 ),分為共 8 群的性別基模æ—群,並利用分層隨機抽樣法抽樣其中 68 åå—測者,é‡å°ä¸åŒæ€§åˆ¥åŒ–產å“進行喜好度åŠå¿ƒç†è·é›¢çš„實驗。研究並利用相關分æžã€T 檢定ã€ANOVA 分æžèˆ‡ LSD 多é‡æ¯”較,é‡å°å¯¦é©—數據進行分æžã€‚

研究çµæžœç™¼ç¾,(1) 喜好與心ç†è·é›¢å‘ˆç¾è² ç›¸é—œ,å³è¿‘似自我æ„象之產å“使人感到親近,而容易引起較高的喜好感;(2) 其中å„性別基模æ—群之喜好ã€å¿ƒç†è·é›¢ç›¸é—œç¨‹åº¦å„有ä¸åŒ;(3) 本研究由性別基模與生ç†æ€§åˆ¥å…©æ–¹é¢,建構了性別化產å“與性別之關連性,並整ç†ç‚ºé—œä¿‚圖表。本研究æˆæžœ,藉由性別基模ç†è«–çš„å°Žå…¥,å¯ä¿®æ­£å‚³çµ±ä»¥ç”Ÿç†æ€§åˆ¥å®šä½è¨­è¨ˆçš„盲點,æ供設計師å°æ–¼ç”¢å“造形性別化定ä½ä¹‹åƒè€ƒæº–則。

In recent years, because of the influence of sweeping social, economic, and technical changes, sex roles and sex stereotypes 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 the product. On the other hand, except the effect of product preference, the influence called mental-distance that between consumer and product might affect consumer’s choice. 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 existed between product preference and mental-distance. In other words, 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, concluding the result into relationship charts. Based on gender schema theory, research revises the dilemmas of gender stereotype design, provides designers a guideline for the gender orientation of product form.