女人真的比男人具消费力从购买价格判断的实验谈起.PDF

中國廣告學刊,第 10 卷,第71 頁-第77 頁 女人真的比男人更具消費力？ 從購買價格判斷的實驗談起 Is woman’s purchasing potential stronger than man? Evidence from price-judge experiment 唐大崙 Daren Tang 中國文化大學大眾傳播系助理教授 Assistant Professor Department of Mass Communication, Chinese Culture University TEL ： 02163 Email ： tdl@.tw Address ：台北縣 Fax ：02796 寄給： 111台北市士林區華岡路 55號 中國文化大學廣告學系 學刊徵稿 1 中國廣告學刊,第 10 卷,第71 頁-第77 頁 Abstract Several investigation was always found at present, relative to man, the woman spends a lot more of time going shopping and doing shopping, so the inference womans purchasing power is better than man. However, these conclusions all spin around the external factors. This research rechecked this issue by factorial design method which chose seven objects and eight colors per object. There were 101 university students sorted the color array for each object according their own preference and judge the value of buying price inherently. Results showed that the more subject prefer, the more value they judge. But man would like to spend obviously more money than woman for the same preference order. This implied that women may have more time to consume, but doesn’t have more purchasing power than man, so we need to re-evaluate men and womens consuming market from different demands. Keywords ：purchasing power 、preference 、purchasing potential 摘要 時下社會調查總是發現， 相對於男人而言，女人花比較多的時間逛街購物， 因此推論女人購買力比男人強。不過，這些結論都圍繞外在因素打轉，本研究透 過因子實驗的設計方法，操弄七種物品類別與八種色彩類別，要求 101位大學生 針對同一種款式但不同顏色的物品，進行內在偏好序列與購買價格的價值評量。 結果發現，越偏好的物品受試者越願意花錢去買，但是男性又明顯比女性願意花 更多的錢在自己喜好的物品上。這可能意味著，女性只比男性有更多的時間花 錢，但是針對自己偏好的物品而言，男性可能比女性更願意花大錢去購買它，因 此男女兩性的消費市場可能需要重新評估不同的行銷策略，以獲取最大利