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    Title: 女性心理年齡影響因素之研究：以化妝保養品之品牌態度為例
    Authors: 溫曉盼
    Wen,Hsiao-Pan
    Contributors: 張卿卿
    Chang,Ching-Ching
    溫曉盼
    Wen,Hsiao-Pan
    Keywords: 女姓
    心理年齡
    品牌態度
    female
    cognitive age
    brand attitude
    Date: 2004
    Issue Date: 2009-09-11 16:11:19 (UTC+8)
    Abstract: 心理年齡 (Cognitive Age)，指的是個人心理內在所認知的自我年齡，研究指出，真實年齡與心理年齡兩者間存在差異，一個人的心理年齡也許會比真實年齡年長或年輕。據此，本文之研究目的有二，一方面探討影響造成心理年齡與實際年齡產生差異的變數，另一方面則探討心理年齡與品牌態度間的關係。

    經過研究分析，初步發現對女性來說，心理年齡確實不同於真實年齡，且受測的410位女性，有六成四的女性的心理年齡比真實年齡小，可看出答卷女性中有較明顯的心理年齡年輕化傾向。此外，除了「22歲以下」的女性平均心理年齡高於真實年齡之外，其他女性平均心理年齡都低於真實年齡，且隨著年齡層的提高，心理年齡與真實年齡的差距越大，顯示心理年齡年輕化傾向更大。

    假設驗證方面，首先就影響心理年齡傾向的因素來說，在人口變項方面，本研究發現，收入高低在心理年齡的傾向上有差異，收入高者比低者在心理年齡上有年輕化傾向。而婚姻狀態在心理年齡的傾向上也有顯著差異，但與原先假設相反，已婚者反而比未婚者在心理年齡上有年輕化傾向，本研究推論可能受到其他共變項(如收入、教育程度等)的影響。至於教育程度高低在心理年齡的傾向上沒有顯著差異，本研究認為，更仔細的進行教育程度分組，是未來研究可修正的方向。至於心理變項，本研究發現，社會比較程度高低在心理年齡傾向上有差異，社會比較程度高者比低者在心理年齡上有年輕化傾向。至於公眾自我意識高低在心理年齡的傾向上則沒有顯著差異，但是從平均值來看，公眾自我意識高者比低者在心理年齡上有年輕化傾向。

    至於心理年齡與品牌態度的影響，研究發現，對於品牌年齡較低的品牌
    群來說，心理年齡與品牌年齡之差距比真實年齡與品牌年齡之差距，更能有效預測品牌態度，顯示除了真實年齡之外，心理年齡對品牌態度有一定的影響力，值得注意。另一方面，對於品牌年齡低的品牌而言，心理年齡與品牌年齡之差距越小，品牌態度越好；至於品牌年齡較高的品牌，心理年齡與品牌年齡之差距越大，品牌態度反而越好。
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    Description: 碩士
    國立政治大學
    廣告研究所
    90452003
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090452003
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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