| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.advisor | Chang,Ching-Ching | en_US |
| dc.contributor.author (Authors) | 溫曉盼 | zh_TW |
| dc.contributor.author (Authors) | Wen,Hsiao-Pan | en_US |
| dc.creator (作者) | 溫曉盼 | zh_TW |
| dc.creator (作者) | Wen,Hsiao-Pan | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:11:19 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:11:19 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:11:19 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0090452003 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29722 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 90452003 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 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。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 第一節 研究背景與動機................................3 第二節 研究目的......................................6 第二章 文獻探討 第一節 心理年齡......................................9 第二節 影響心理年齡的變項............................14 第三節 心理年齡對品牌態度的影響......................24 第三章 研究架構與假設 第一節 研究架構......................................27 第二節 研究假設......................................28 第四章 研究方法 第一節 研究方法......................................32 第二節 前測說明......................................33 第三節 變項定義與測量................................36 第五章 研究分析 第一節 量表信效度分析................................42 第二節 樣本敘述......................................44 第三節 心理年齡分析..................................47 第四節 假設分析......................................50 第六章 結論 第一節 主要發現與討論................................64 第二節 研究貢獻與未來研究建議........................71 第三節 研究限制......................................75 參考文獻................................................76 附錄....................................................83 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090452003 | en_US |
| dc.subject (關鍵詞) | 女姓 | zh_TW |
| dc.subject (關鍵詞) | 心理年齡 | zh_TW |
| dc.subject (關鍵詞) | 品牌態度 | zh_TW |
| dc.subject (關鍵詞) | female | en_US |
| dc.subject (關鍵詞) | cognitive age | en_US |
| dc.subject (關鍵詞) | brand attitude | en_US |
| dc.title (題名) | 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 | zh_TW |
| dc.type (資料類型) | thesis | en |
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