| Summary: | 碩士 === 東吳大學 === 心理學系 === 94 === The present study focused on female automobile owners. We tried to find out the relationship between their role identity and their perceived relations with automobiles. The relationship between the transition of needs and perceived relations with their automobiles was also discussed. Interview and Qualitative data analysis method was employed. Thirteen female participants were selected according to their job, marriage status with kid or no kid, and birth cohort.
The results of role identity of those female participants could be categorized into six groups, which also correspond for their relations to their perceived with automobile. These categories were: (1) single woman who searched for single independent value; (2) single woman who were incompatible with her dependence and independence needs; (3) married woman who identified traditional wife value; (4) married woman who identified traditional mothers wle; (5) married woman with kids but wish to keep autonomous self; 6) Single mother who transited from traditional mother wle to autonomous woman.
We generalized two intrinsic needs from those interview. One was need for independence, which meant pursuing for self and controllability of life. The other one was need for secure attachment, which meant pursuing for being taken care and a reliable and safe relationship. The relatively importance of these two needs would changed due to the life development or role switch. These inner needs also reflected their role identity and perception of their relations to cars. We concluded that the role identity of female correlated to their perceived relations with cars, as well as their needs for autonomy and attachment. According to the results, we also provided some suggestion for automobile marketing.
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