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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/29722
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    Title: 女性心理年齡影響因素之研究:以化妝保養品之品牌態度為例
    Authors: 溫曉盼
    Wen,Hsiao-Pan
    Contributors: 張卿卿
    Chang,Ching-Ching
    溫曉盼
    Wen,Hsiao-Pan
    Keywords: 女姓
    心理年齡
    品牌態度
    female
    cognitive age
    brand attitude
    Date: 2004
    Issue Date: 2009-09-11 16:11:19 (UTC+8)
    Abstract: 心理年齡 (Cognitive Age),指的是個人心理內在所認知的自我年齡,研究指出,真實年齡與心理年齡兩者間存在差異,一個人的心理年齡也許會比真實年齡年長或年輕。據此,本文之研究目的有二,一方面探討影響造成心理年齡與實際年齡產生差異的變數,另一方面則探討心理年齡與品牌態度間的關係。

    經過研究分析,初步發現對女性來說,心理年齡確實不同於真實年齡,且受測的410位女性,有六成四的女性的心理年齡比真實年齡小,可看出答卷女性中有較明顯的心理年齡年輕化傾向。此外,除了「22歲以下」的女性平均心理年齡高於真實年齡之外,其他女性平均心理年齡都低於真實年齡,且隨著年齡層的提高,心理年齡與真實年齡的差距越大,顯示心理年齡年輕化傾向更大。

    假設驗證方面,首先就影響心理年齡傾向的因素來說,在人口變項方面,本研究發現,收入高低在心理年齡的傾向上有差異,收入高者比低者在心理年齡上有年輕化傾向。而婚姻狀態在心理年齡的傾向上也有顯著差異,但與原先假設相反,已婚者反而比未婚者在心理年齡上有年輕化傾向,本研究推論可能受到其他共變項(如收入、教育程度等)的影響。至於教育程度高低在心理年齡的傾向上沒有顯著差異,本研究認為,更仔細的進行教育程度分組,是未來研究可修正的方向。至於心理變項,本研究發現,社會比較程度高低在心理年齡傾向上有差異,社會比較程度高者比低者在心理年齡上有年輕化傾向。至於公眾自我意識高低在心理年齡的傾向上則沒有顯著差異,但是從平均值來看,公眾自我意識高者比低者在心理年齡上有年輕化傾向。

    至於心理年齡與品牌態度的影響,研究發現,對於品牌年齡較低的品牌
    群來說,心理年齡與品牌年齡之差距比真實年齡與品牌年齡之差距,更能有效預測品牌態度,顯示除了真實年齡之外,心理年齡對品牌態度有一定的影響力,值得注意。另一方面,對於品牌年齡低的品牌而言,心理年齡與品牌年齡之差距越小,品牌態度越好;至於品牌年齡較高的品牌,心理年齡與品牌年齡之差距越大,品牌態度反而越好。
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    Description: 碩士
    國立政治大學
    廣告研究所
    90452003
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090452003
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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