The Study on the Consumer Behavior of Body Image

• Main Authors: Wang Huei Jyun, 王惠君
• Other Authors: 簡南山
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/84254044516101821440

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.