系統識別號 U0026-1109201307362100
論文名稱(中文) 男性追求美的文化影響-以男性保養品消費行為為例
論文名稱(英文) The Culture Influence of Male Beauty Pursuing - The Study of Taiwanese Male Skincare Consuming Behavior
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 101
學期 2
出版年 102
研究生(中文) 宋佳維
研究生(英文) Chia-Wei Sung
學號 PA6971084
學位類別 碩士
語文別 英文
論文頁數 68頁
口試委員 指導教授-劉世南
中文關鍵字 美感價值  文化規範  消費者行為  男性保養  購買決策 
英文關鍵字 Aesthetic value  Intersubjective norm  Consumer behavior  Male skincare  Purchase decision 
中文摘要 追求健康自信的外表,是人人所追求的,對現代人而言,外在的穿著及容貌已愈獲重視,不可諱言的是,無論是在交友或在求職上,外在觀感或多或少也都影響到第一印象。女性會藉由化粧保養品達到修飾外表的目的,而市場上也是以女性為主要消費族群,並設置專櫃提供專業諮詢給女性。相對女性而言,男性使用化粧保養品的比例極低。在對於美的追求,幾乎都是女性消費者且市場都以女性為主要導向。
在追求男女平等的社會價值上,男性刻意被忽略擁有追求美的權利及價值的存在嗎?或者是在過去追求美的經驗上有受到挫折之處? Connell(2002)表示不同的文化,不同的歷史經歷會有不同的方式去塑造男性氣概,因此本研究將針對台灣男性藉由使用或購買保養品而追求外表的行為過程,探討其背後的文化影響為何,進而分析並提出具體建議,做為往後市場策略的方針。


英文摘要 It’s human nature to pursue a healthy and confident appearance. In modern time of sophisticated social interaction the apparel and feature are much more important than ever, no matter in making friends or job searching, the appearance will influence the first impression more or less. However, females are majority consumers using cosmetics to get beautification semblance; in contrast, the rate of males using cosmetics is pretty low. With the idea that male have same motivation for good look, the present study attempt to examine whether pursuing beauty is only for females? What are the reasons why male use less? Furthermore, in particular, how this phenomenon reflects Taiwanese psychosocial contextual influences?

In this research, we start with an exploration in whether to pursue the value of sexual equality, we argue whether men have ignored their rights of having healthy beauty and value? Does male have frustrations in pursuing self-appearance in their past experience? And whether there are different ways to set up male temperament indifferent culture with different historical period (Connell, 2002). Thus, study focus on the behavior of pursuing appearance improvement of Taiwan males, and then analyze what kinds of factors promote or inhibit the behavior of using skin care products. We used both interview and empirical survey to examine these issues. Drawn on the research findings, we then develop the guideline of strategy for promoting the male cosmetics market with the concern for equality of pursuit for beauty.
With the goal to identify critical factors related to males in pursuing facial skincare and the trend of male cosmetics in the future and provide the male cosmetic market strategy to let more people understand the culture value of beauty. This study started with interview as pilot study to explore about the issue of men’s skin care, and from different points of view to know what is the consumer care and they want to know. We adopt consumer purchasing decision (CPD) as a model to analysis the psychosocial factors which influence consumers’ purchasing behavior, and took focus group interview to identify the roles of these critical factors. We then construct a questionnaire survey to validate those factors we found in the interview. The result of the findings indicate that, not only the factors that during the consumer purchasing process will influence them to use skincare product, but also the perceived intersubjective norm significantly influence male skincare using attitude and behavior. The findings showed that man’s willingness to use and buy skincare product can be predicted by their Consumer pursue beauty intensity (BP) and cultural lay beliefs (INC), and social competence (SC), and intersubjective beliefs (OBE). This result indicates the critical role of cultural norm beliefs in determining man’s willingness to use skincare product.We discuss that how cultural norm of beauty matter in shaping the males’ beauty pursuit behaviors. We suggest to promote a equal health social norm in which everyone can pursue confident and healthy appearance and create new industry’s value for more people to have healthy beauty bravely.
1.1Research Background and Motives 1
1.2 Research Goals........3
1.3 Research Procedure....4

2.1Culture Definition ...,....6
2.2 Lay Theory.....6
2.3 Two Types of Lay Theories...7
2.4 The Dimension of Gender Role...7
2.4.1 Gender Schema.....8
2.4.2 Gender Role Conflict....8
2.4.3 Social Role Theory.....9
2.5 Cosmetic....9
2.5.1 Cosmetic Market.....10
2.5.2 Male Cosmetic Market...11
2.6 Consumer Behavior ....13
2.6.1 Black Box Model....14
2.6.2 Consumer Decision Process....15
2.6.3 Pilot Study....15

3.1 Research Framework.......17
3.2 Research Hypotheses .....18
3.3Pilot Study..........18
3.4Questionnaire Design.....20
3.5 Participants and Sampling Method...27
3.6 Statistical Data Analysis Method....28

4.1 Data Collection from on-line Questionnaire Survey.....29
4.2 Questionnaire Reliability Analysis ......29
4.3 Basic Data Analysis........33
4.4 Correlation Among Measures...35 4.5 Consumer Behavior of Pursuing Beauty Results.....36
4.6 Male Consumer Use/Buy Regression Analysis ....37
4.7 Cross Analysis Results........38
4.8 Frequency of Buying Skincare Products..38

5.1 Conclusions.........41
5.2 Discussion ....42
5.3 Suggestion and Future Work....42

APPENDIX : Questionnaire.........47
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