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

隨著近年來社會、經濟以及科技的變遷影響，性別角色與性別刻板印象也產生重大的改變，產品性別定位與消費者性別之間的關係也漸趨模糊。具性別造形特徵的產品吸引的不一定只有生理性別同向的族群，可能還存在著生理性別與產品性別定位反向，但性別基模同向的潛在消費群。 另一方面，消費者在選擇產品時，除了喜好的影響因素，是否存在與產品間心理距離的因素，也就是產品造形意象與消費者自我意象的親近程度。而產品心理距離的親疏程度，是否影響對產品之喜好感，兩者之關係也是本研究探討的方向之一。本研究採用性別角色特質量表，將 170 位受測者依照 2（ 生理性別 ） × 4（ 性別基模 ），分為共 8 群的性別基模族群，並利用分層隨機抽樣法抽樣其中 68 名受測者，針對不同性別化產品進行喜好度及心理距離的實驗。研究並利用相關分析、T 檢定、ANOVA 分析與 LSD 多重比較，針對實驗數據進行分析。研究結果發現，（1） 喜好與心理距離呈現負相關，即近似自我意象之產品使人感到親近，而容易引起較高的喜好感；（2） 其中各性別基模族群之喜好、心理距離相關程度各有不同；（3） 本研究由性別基模與生理性別兩方面，建構了性別化產品與性別之關連性，並整理為關係圖表。本研究成果，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，提供設計師對於產品造形性別化定位之參考準則。

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.