| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 102 === The boundless era is coming with stereotypes like national boundaries, falsehood
and reality, genders and ages overcome. People no longer recognize themselves with
stereotypes. Besides, in recent years, consumer awareness of Taiwanese has been
increasing, which leads to self-centredness. They pay more attention to issues about
their appearances, figures, health and diets. Whether consumers do it to promote their
self-images or to satisfy the body-images of career needs, they change the way they
assess themselves, which urges them to discuss and compare with others and tend to
various consumer demands and behavior. In the past, most researches focus on the
influence a single gender stereotype has on certain consumer behavior. However, this
study intends to adopt the viewpoints of both genders and to take the subjects’ careers
into account to explore the influences population statistic variables, body-images of
career needs, gender role traits and body-image assessment have on self-image
consumer behavior.
With empirical tests, the study explores the influences population statistic
variables, body-images of career needs, gender role traits and body-image
assessments have on self-image consumer behavior. The subjects of this study are
mainly from the four major industries in Tainan; they are finance and insurance
sectors, the real estate broking industry, government institutions and the
manufacturing industry respectively. We conducted a questionnaire survey via
non-random convenience sampling, and allotted the questionnaires according to the
subjects’ careers. The allocation of questionnaires to each industry is 100, and we
collect 400 questionnaires to undergo empirical tests. The results are as follows: (1)
population statistic variables have a great impact on consumer behavior in the field of
aesthetic medicine, body building and clothing and accessories; (2) body-images of
career needs have a great impact on consumer behavior in the field of body building,
diet therapy and clothing and accessories; (3) gender role traits have a great impact on
consumer behavior in the field of aesthetic medicine, body building and diet therapy;
(4) body-image assessments have a great impact on consumer behavior in the field of
body building, diet therapy and clothing and accessories.
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