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研究生： 劉宜修
Liu, Yi-Hsiu
論文名稱： 以性別基模之自我一致性探討產品偏好研究
A Study on Product Preference Based on Self-Congruity of Gender Schema
指導教授： 馬敏元
Ma, Min-Yuan
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 工業設計學系
Department of Industrial Design
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 169
中文關鍵詞： 性別基模 、自我一致性 、產品設計特徵 、產品偏好 、評價構造法
外文關鍵詞： Gender Schema, Self-Congruity, Design Characteristics, Product Preference, Evaluation Grid Method
相關次數： 點閱：109  下載：11 
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    • 隨著時代的變遷，性別角色與性別刻板印象上都有了重大的改變，在產品設計上，突顯了傳統以生理性別定位的設計盲點。因此，不管在人或是產品上，性別定位都必須重新審視。另外，隨著自我意識的提升，產品對於消費者而言已成為一種能夠詮釋個人自我形象的象徵，自我一致(Self-Congruity)之相關研究也指出，消費者傾向購買與自我形象一致性程度較高的產品並給予其較高評價。而性別基模族群是否因自我一致性而影響擁有特定產品，且是否反映出一致性的性別化產品設計特徵，將是本研究欲探討的議題。
    本研究以找出與各性別基模族群自我一致性高之產品設計特徵為目的，探討各性別基模族群之產品偏好，進而作為提高產品購買率與產品感性之因素參考。
    研究方法採用性別角色特質量表，將男女各半之110位受測者，依照生理性別2種(男生、女生) 與性別基模4種(男性化、女性化、兩性化、未分化)，共分為8群的性別基模族群。利用分層隨機抽樣法抽樣其中24名受測者，透過評價構造法(Evaluation Grid Method)，從受訪者的擁有物中，萃取與該受測者自我一致性高之產品設計特徵，並進一步篩選訪談中得出之產品設計特徵。最後，針對篩選後之產品設計特徵進行產品偏好之評量，並將實驗數據以多元尺度法和複迴歸分析方法建立知覺定位圖，以分析性別基模族群與產品偏好之間的關係。
    研究結果發現，與各性別基模族群自我一致性高之產品設計特徵因素各有不同，透過與受測者之性別基模族群比較，可建立與各性別基模族群自我形象一致性高之產品設計特徵取向與產品偏好。
    本研究由性別基模與生理性別兩方面，建構了更符合時代趨勢的性別化產品設計特徵資料庫；藉由性別基模理論的導入，可修正傳統以生理性別定位設計的盲點，提供設計師在進行性別化產品設計時，有更完整之參考準則。

    As time evolves, gender roles and gender stereotype underwent dramatic changes, which highlight the limitation of traditional physical gender positioning in product design. Therefore, the study proposes the necessity to re-examine the gender positioning on both users and products. Besides, with the rise of self-consciousness, products have become a symbol of the way to interpret the self-image of the individuals. Several studies on self-congruity also showed that consumers tend to buy the products with higher self-congruity and give them higher evaluations. Therefore, whether gender schema affects users possess certain products, reflecting design characteristics with self-congruity, it is the issue this study would investigate.
    The purpose of this research is to find out the design characteristics with high self-congruity of gender schema groups to further discuss the product preference of each group.
    This research utilized Sex Role Scales to divide 110 subjects into 8 groups by gender (male / female) × gender schema (masculine / feminine / androgynous / undifferentiated), and sampled 24 subjects by stratified random sampling method to participate in the interview to extract design characteristics with self-congruity from their possessions through Evaluation Grid Method (EGM). The quantitative analysis of questionnaires was conducted through multidimensional scaling and multiple regression analysis in order to create a configuration plot (map) and indicate the relationship between product preferences and gender schema groups.
    The results showed the differences of design characteristics with self-congruity among gender schema groups. By comparing with subjects’ gender schema, the results set up design characteristics with self-congruity and the product preference of each group.
    The study discussed the issue from two aspects, sex (physiological) and gender schema (psychological), to construct a more complete database of gendered product design characteristics with trends. Through introducing gender schema theory, we can improve the limitation of traditional physical gender positioning in product design, providing designers a better reference standard of gendered product design.

    摘要 I Summary III Acknowledgement V Table of Contents VI List of Tables X List of Figures XII Chapter 1 Introduction 1 1.1 Background and Motivation of Research 1 1.1.1 The change of the gender concept 2 1.1.2 Based on gender schema 4 1.1.3 The rise of self-consciousness 5 1.1.4 The relationship between people and objects 6 1.1.5 Possessor and possession 7 1.1.6 Self-image congruity 9 1.1.7 Brief sum-up 10 1.2 Purpose of Research 11 1.3 Scope and Limitation of Research 12 1.4 Overview of Research 13 Chapter 2 Literature Review 15 2.1 Gender 15 2.1.1 Gender stereotype 16 2.1.2 Development of gender roles 17 2.1.3 Measurements of gender roles 18 2.1.4 Gender schema theory 21 2.1.5 Brief sum-up of Gender 22 2.2 Self-Image 22 2.2.1 The definition of self-image 23 2.2.2 Possessions and possession-self 24 2.2.3 Brief sum-up of Self-Image 24 2.3 Product-Image 25 2.3.1 The definition of product-image 25 2.3.2 Product gender 25 2.3.3 Brief sum-up of Product-Image 26 2.4 Self-Image Congruity 27 2.4.1 Self-Congruity 27 2.4.2 Self-Congruity and Purchase Decision-Making 28 2.4.3 Assessments of Self-Congruity 30 2.4.4 Brief sum-up of Self-image Congruity 33 2.5 Brief sum-up 33 Chapter 3 Research Method and Procedure 34 3.1 Experimental Framework and Processes 34 3.2 Content of Experiment 37 3.2.1 The First Stage: Gender Schema Grouping 37 3-2-1-1 Subjects Grouping – 8 Gender Schema Groups 40 3-2-1-2 Subjects Screening – Stratified Random Sampling 41 3.2.2 Experiment Specimen Screening – Possession Selecting 42 3.2.3 The Second Stage: Qualitative Interview 43 3.2.4 The Third Stage: Characteristics Screening 47 3.2.5 The Fourth Stage: Establish the Relationship 54 Chapter 4 Results and Discussion 61 4.1 Data Analysis of Color Design Characteristics 61 4.1.1 Assess the fit of the MDS solution – data color 61 4.1.2 Produce a MDS configuration plot of data color 63 4.1.3 Interpret X-Y-axis of the configuration – color 64 4.1.4 Project gender schema groups on the plot 66 4.1.5 Compute the attribute values 68 4.2 Data Analysis of Material Design Characteristics 70 4.2.1 Assess the fit of the MDS solution – data material 70 4.2.2 Produce a MDS configuration plot of data material 71 4.2.3 Interpret X-Y-axis of the configuration – material 73 4.2.4 Project gender schema groups on the plot 74 4.2.5 Compute the attribute values 76 4.3 Data Analysis of Styling Design Characteristics 78 4.3.1 Assess the fit of the MDS solution – data styling 78 4.3.2 Produce a MDS configuration plot of data styling 79 4.3.3 Interpret X-Y-axis of the configuration – styling 81 4.3.4 Project gender schema groups on the plot 83 4.3.5 Compute the attribute values 84 Chapter 5 Conclusions and Suggestions 86 5.1 Conclusions of the Study 86 5.1.1 The relationship between color and gender groups 86 5.1.2 The relationship between material and gender groups 102 5.1.3 The relationship between styling and gender groups 118 5.1.4 The Conclusions 134 5.2 Research Contribution 137 5.3 Recommendations for Future Research 138 References 139 Appendix 149 Appendix A Hierarchical EGM Diagram of Androgynous Male 149 Appendix B Hierarchical EGM Diagram of Masculine Male 150 Appendix C Hierarchical EGM Diagram of Feminine Male 151 Appendix D Hierarchical EGM Diagram of Undifferentiated Male 152 Appendix E Hierarchical EGM Diagram of Androgynous Female 153 Appendix F Hierarchical EGM Diagram of Masculine Female 154 Appendix G Hierarchical EGM Diagram of Feminine Female 155 Appendix H Hierarchical EGM Diagram of Undifferentiated Female 156 Appendix I Euclidean Dissimilarity Coefficient Matrix (Color) 157 Appendix J Euclidean Dissimilarity Coefficient Matrix (Material) 158 Appendix K Euclidean Dissimilarity Coefficient Matrix (Styling) 159 Appendix L Regression Coefficients Table (Color × 8 Groups) 160 Appendix M ANOVA Summary Table for data (Color × 8 Groups) 161 Appendix N Regression Coefficients Table (Material × 8 Groups) 162 Appendix O ANOVA Summary Table for data (Material × 8 Groups) 163 Appendix P Regression Coefficients Table (Styling × 8 Groups) 164 Appendix Q ANOVA Summary Table for data (Styling × 8 Groups) 165 Appendix R Configuration Plot of Data Color & 8 Gender Groups 166 Appendix S Configuration Plot of Data Material & 8 Gender Groups 167 Appendix T Configuration Plot of Data Styling & 8 Gender Groups 168 Appendix U Design Characteristics List with Number 169

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