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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/56493
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56493


    Title: 我是男生,「愛漂亮」的男生-男性「重視外貌修飾」的前因後果
    Metrosexual Inside &Out: Inside Out
    Authors: 蘇冠霖
    Contributors: 張卿卿
    蘇冠霖
    Keywords: 中介效果
    男性心理
    消費行為
    愛漂亮
    Date: 2011
    Issue Date: 2013-01-02 13:19:46 (UTC+8)
    Abstract: 「愛漂亮」是人的天性。無論男女,每天在照鏡子時,多少都會看到自己不滿意之處,但卻少有人探討「愛漂亮」這樣的研究主題。而在近代社會中,「男性愛漂亮」更變成一門顯學:全球男性保養品市場超過百億,小至開架藥妝品牌如屈臣氏,大至原本只做女性服飾的精品品牌香奈兒,全都想進入男性「愛漂亮」的市場;儘管商機無限,眾品牌的商品訴求往往過於單一:以「男人味」為基礎發展。但這樣單一的訴求是無法在眾多品牌中脫穎而出的,但若能深入了解男性「愛漂亮」的前因後果,由此發展訴求,相信會對品牌更有幫助;另一方面,學術界對男性「愛漂亮」相關研究,大多針對保養品的消費模式進行研究,且眾人看法不一:有人認為「愛漂亮」男性是粗獷的,有人則認為這群男性是大方擁抱女性特質的;有人認為男性獲得保養品資訊的管道是新媒體如網路,但也有人認為是經由傳統的人際傳播管道;因此,本研究同時也嘗試發展出更完整的學術研究架構,探討比保養品使用更根本的「愛漂亮」是由何引起?又會引起何種行為?
    本研究將「愛漂亮」更名為「重視外貌修飾」,因「愛漂亮」一詞易引起負面觀感。本研究之研究架構,則是以「重視外貌修飾」作為中介變項,以消費行為:(一)衝動性消費、(二)享樂性消費、(三)象徵性消費、(四)地位消費、(五)時尚消費,作為依變項;以心理因素:(一)性別特質:又分為陽剛特質及陰柔特質、(二)消費者對獨特感之追求、(三)視覺美學敏銳度;及外在因素:參考團體如父母、同儕、交往對象及網友所給予之「外貌修飾」相關資訊參考程度,作為自變項;藉此架構探討男性愛漂亮的「前因後果」。本研究問卷內容除「外在因素」量表為自行建構外,皆採過去國外研究所建構之量表,問卷內容經翻譯後,再由三位政治大學廣告所碩士生校閱更正後,再行施測。為了解普遍男性「重視外貌修飾」心理,並考慮到當今網路使用人口眾多,本問卷使用容易收集到大量資料的問卷調查法,於網路電子公告欄批踢踢及批踢踢兔,另外由於招募人數不足,正式問卷同時另外再與國科會研究合併施作。
      本研究共回收329份問卷,並同時利用描述性統計、相關性分析及迴歸分析,所得結果如下:
    (一) 「重視外貌修飾」分別與享樂性消費、象徵性消費、地位消費、時尚消費呈現正相關。
    (二) 陽剛特質、陰柔特質、消費者對獨特感之追求、視覺美學敏銳度,皆與「重視外貌修飾」呈現正相關。
    (三) 網友、同儕、交往對象所給予之「外貌修飾」相關資訊與「重視外貌修飾」呈現正相關。
    (四) 「重視外貌修飾」會中介陽剛特質,因而分別影響享樂性消費、象徵性消費、地位消費及時尚消費。
    (五) 「重視外貌修飾」會中介陰柔特質,因而分別影響享樂性消費、象徵性消費、地位消費及時尚消費。
    (六) 「重視外貌修飾」會部分中介消費者對獨特感之追求,因而分別影響享樂性消費、象徵性消費、地位消費及時尚消費。
    (七) 「重視外貌修飾」會部分中介視覺美學敏銳度,因而分別影響享樂性消費、象徵性消費、地位消費及時尚消費。
    研究結果可發現,「重視外貌修飾」的男性,其性別特質呈兩極化:可能是非常細膩溫柔、也可能勇於冒險、非常”MAN”。他們同時非常重視商品是否獨一無二且充滿視覺美感;也因為這些心理特質,他們會進行享樂性消費──享受購物的樂趣,而不是買了就走;藉由象徵性消費來表達自己是誰;更藉由地位消費──他們所買的東西是為了建構起自己所期望之形象,同時更不吝花錢進行時尚消費讓自己隨時擁有最新潮的衣服款式。而比起身邊的人所提供的資訊,他們更重視網路上網友的聲音。這些不同於以往眾人所認知的研究結果,或可對學界及業界對「重視外貌修飾」、亦即「愛漂亮」之男性,有更深一層之認識。
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    三、網路部分

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    盧昭燕(無日期)。男性保養品 三年成長七成。天下雜誌。2011年7月2日,取自:http://www.cw.com.tw/article/article.action?id=34270
    Description: 碩士
    國立政治大學
    廣告研究所
    99452008
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099452008
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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