| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 95 === In 2005,there was a dramatic effect of 「Super Girl’s Voice」boomed in China. One significant image so called「neutral sexual dressing」was followed by lots of Chinese teenagers ;In Taiwan, because of the phenomenon of famous model enthusiasm brings the trendy lifestyle of males which was 「metrosexual」. Pursuing outside beauty is no longer women’s exclusive, so that the economy of male’s beauty salon, clothing and fashion become stronger and bigger. In the past, marketers used to adopt 「sex」to be a positioning of products or a segmentation of target customers. They never knew it might let them lose many potential opportunities of selling. For this reason, the purpose of this research is in order to realize the neutral sexual consumers’ values of gender, motivations and conflicts. The outcomes show that neutral sexual consumers build up their values of gender in various sources, such as characteristic of consumer, family, school education, group influence, and sexuality. Then you can find out both neutral sexual and moderate characteristics on these consumers, and therefore their values of gender will evoke their motivations of neutral sexual buying behavior. During this procedure of making buying decision, there are three variances involved in it, as cognition of neutral sex, group influence, and the conflicts of buying behavior.
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