{"id":17770,"date":"2024-08-20T10:00:41","date_gmt":"2024-08-20T02:00:41","guid":{"rendered":"https:\/\/www.bschool.cuhk.edu.hk\/chi\/?p=17770"},"modified":"2026-09-17T19:48:10","modified_gmt":"2026-09-17T11:48:10","slug":"beyond-gender-rethinking-consumer-preferences-for-appearance-or-functionality","status":"publish","type":"post","link":"https:\/\/www.bschool.cuhk.edu.hk\/chi\/beyond-gender-rethinking-consumer-preferences-for-appearance-or-functionality\/","title":{"rendered":"\u8d85\u8d8a\u6027\u5225\uff1a\u91cd\u65b0\u601d\u8003\u6d88\u8cbb\u8005\u5c0d\u5916\u89c0\u6216\u5be6\u7528\u7684\u504f\u597d"},"content":{"rendered":"<p>\u7f8e\u570b\u4f5c\u5bb6\u7d04\u7ff0\u00b7\u683c\u96f7\u5728\u4ed6\u7684\u5c0f\u8aaa\u4e2d\u63d0\u5230\u300c\u7537\u4eba\u4f86\u81ea\u706b\u661f\uff0c\u5973\u4eba\u4f86\u81ea\u91d1\u661f\u300d\uff0c\u9019\u8aaa\u6cd5\u5df2\u7d93\u6210\u70ba\u89e3\u91cb\u7537\u5973\u4e4b\u9593\u5b58\u5728\u6839\u672c\u5dee\u7570\u7684\u6d41\u884c\u89c0\u9ede\u3002\u7136\u800c\uff0c\u6b63\u5982\u592a\u967d\u7cfb\u4e2d\u6709\u773e\u591a\u4e0d\u540c\u7684\u884c\u661f\u4e00\u6a23\uff0c\u4eba\u5011\u7684\u504f\u597d\u4e5f\u53ef\u80fd\u4e26\u4e0d\u7e3d\u662f\u975e\u6b64\u5373\u5f7c\u3002<\/p>\n<p>\u7f8e\u570b\u6c7d\u8eca\u88fd\u9020\u5546\u9053\u5947(Dodge)\u66fe\u70ba\u4e86\u64f4\u5927\u6d88\u8cbb\u8005\u7fa4\u9ad4\uff0c\u63a8\u51fa\u4e86\u7b2c\u4e00\u6b3e\u5c08\u70ba\u5973\u6027\u8a2d\u8a08\u7684\u6c7d\u8eca<a href=\"https:\/\/www.autoevolution.com\/news\/remembering-the-1955-dodge-la-femme-the-first-car-designed-exclusively-for-women-180922.html\">La Femme<\/a>\uff0c\u4e3b\u6253\u7c89\u8272\u548c\u53ef\u611b\u5143\u7d20\u3002\u7136\u800c\u9019\u9805\u7522\u54c1\u4ee5\u5931\u6557\u544a\u7d42\uff0c1955\u5e74\u7684\u92b7\u91cf\u4e0d\u52301,500\u8f1b\u3002\u800c\u6700\u8fd1\uff0c\u7f8e\u570b\u8d85\u5e02Target\u7684\u5973\u88dd\u56e0\u70ba\u8a2d\u8a08\u66f4\u7cbe\u7f8e\u3001\u50f9\u683c\u66f4\u4fbf\u5b9c\uff0c\u5728<a href=\"https:\/\/www.theguardian.com\/fashion\/2023\/sep\/11\/i-prefer-womens-jeans-mens-lack-design-subtlety-why-men-are-buying-womenswear\">TikTok<\/a>\u4e0a\u727d\u8d77\u4e86\u4e00\u80a1\u7537\u58eb\u722d\u76f8\u8cfc\u8cb7\u7684\u6f6e\u6d41\u3002<\/p>\n<p>\u9452\u65bc\u6d88\u8cbb\u8005\u5728\u4f5c\u51fa\u8cfc\u8cb7\u6289\u64c7\u6642\u5f80\u5f80\u9700\u8981\u5728\u5916\u89c0\u548c\u5be6\u7528\u6027\u4e4b\u9593\u4f5c\u51fa\u53d6\u6368\uff0c\u9999\u6e2f\u4e2d\u6587\u5927\u5b78\u5546\u5b78\u9662\u5e02\u5834\u5b78\u7cfb\u526f\u6559\u6388<a href=\"https:\/\/www.bschool.cuhk.edu.hk\/staff\/dai-xianchi\/\">\u6234\u5148\u71be<\/a>\u63a2\u8a0e\u9019\u4e9b\u6e90\u65bc\u6027\u5225\u5dee\u7570\u7684\u7522\u54c1\u504f\u597d\uff0c\u5982\u4f55\u5f71\u97ff\u6d88\u8cbb\u8005\u7684\u9078\u64c7\u3002<\/p>\n<p>\u6234\u6559\u6388\u8207\u5176\u535a\u58eb\u751f\u6797\u5b87\u3001\u4e2d\u5c71\u5927\u5b78\u6881\u528d\u5e73\u6559\u6388\u548c\u83ef\u5357\u7406\u5de5\u5927\u5b78\u694a\u6668\u526f\u6559\u6388\u5408\u4f5c\uff0c\u5c55\u958b\u4e00\u9805\u540d\u70ba<em>\u300a<a href=\"https:\/\/academic.oup.com\/jcr\/article\/50\/6\/1136\/7263169?login=false\">\u5973\u6027\u91cd\u8996\u5916\u89c0\uff0c\u7537\u6027\u91cd\u8996\u5be6\u7528\uff1f\u95dc\u65bc\u5728\u7522\u54c1\u504f\u597d\u4e0a\u6027\u5225\u5dee\u7570\u7684\u932f\u8aa4\u4e16\u4fd7\u89c0\u5ff5 <\/a>\u00a0\u300b<\/em>\u7684\u7814\u7a76\u3002<\/p>\n<p>\u5728\u8a72\u7814\u7a76\u4e2d\uff0c\u7814\u7a76\u5718\u968a\u5c07\u4e0a\u8ff0\u95dc\u65bc\u6027\u5225\u5dee\u7570\u7684\u666e\u904d\u770b\u6cd5\u7a31\u70ba\u4e16\u4fd7\u89c0\u5ff5\uff0c\u4ee5\u6b64\u4ee3\u8868\u666e\u901a\u4eba\u5982\u4f55\u7406\u89e3\u548c\u89e3\u91cb\u4ed6\u5011\u8eab\u8655\u74b0\u5883\u4e2d\u7684\u4eba\u548c\u4e8b\u3002\u6234\u6559\u6388\u8aaa\uff1a\u300c\u4e16\u4fd7\u89c0\u5ff5\u6703\u5f71\u97ff\u6d88\u8cbb\u8005\u7684\u6c7a\u7b56\uff0c\u4f8b\u5982\u4ed6\u5011\u5c0d\u98df\u7269\u3001\u7522\u54c1\u548c\u91ab\u7642\u670d\u52d9\u7684\u9078\u64c7\u3002\u300d<\/p>\n<h3><strong>\u5973\u6027<\/strong><strong>\u91cd\u8996<\/strong><strong>\u5916\u89c0\uff0c\u7537\u6027<\/strong><strong>\u91cd\u8996<\/strong><strong>\u5be6\u7528<\/strong><strong>\u6027<\/strong><strong>?<\/strong><\/h3>\n<figure id=\"attachment_17772\" aria-describedby=\"caption-attachment-17772\" style=\"width: 2048px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17772 size-full\" src=\"https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_2472680639_\u526f\u672c.jpg\" alt=\"gender-stereotype\" width=\"2048\" height=\"1382\" srcset=\"https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_2472680639_\u526f\u672c.jpg 2048w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_2472680639_\u526f\u672c-600x405.jpg 600w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_2472680639_\u526f\u672c-1200x810.jpg 1200w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_2472680639_\u526f\u672c-768x518.jpg 768w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_2472680639_\u526f\u672c-1536x1037.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><figcaption id=\"caption-attachment-17772\" class=\"wp-caption-text\">\u4e00\u822c\u4eba\u666e\u904d\u8a8d\u70ba\u7537\u6027\u6bd4\u8f03\u559c\u6b61\u5be6\u7528\u7684\u7522\u54c1\uff0c\u800c\u5973\u6027\u5247\u6bd4\u8f03\u559c\u6b61\u6f02\u4eae\u7684\u7522\u54c1\u3002<\/figcaption><\/figure>\n<p>\u7814\u7a76\u4eba\u54e1\u6307\u51fa\uff0c\u9019\u7a2e\u201c\u5973\u6027\u91cd\u8996\u5916\u89c0\uff0c\u7537\u6027\u91cd\u8996\u5be6\u7528\u6027\u201d\u7684\u4e16\u4fd7\u89c0\u5ff5\u53ef\u80fd\u6e90\u65bc\u5404\u7a2e\u539f\u56e0\u3002\u50b3\u7d71\u89c0\u5ff5\u50be\u5411\u5c07\u5973\u6027\u8207\u60c5\u611f\u3001\u7537\u6027\u8207\u7406\u6027\u806f\u7e6b\u8d77\u4f86\u3002\u73fe\u6709\u6587\u737b\u8868\u660e\uff0c\u4e00\u822c\u4eba\u5728\u8a55\u4f30\u7522\u54c1\u5916\u89c0\u6642\u6703\u53d7\u60c5\u7dd2\u5f71\u97ff\uff0c\u800c\u5728\u8a55\u4f30\u7522\u54c1\u662f\u5426\u5be6\u7528\u6642\u5247\u7531\u908f\u8f2f\u5f15\u5c0e\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u6027\u5225\u89d2\u8272\u7406\u8ad6\u8a8d\u70ba\uff0c\u500b\u9ad4\u6703\u88ab\u793e\u6703\u5316\u4ee5\u914d\u5408\u7279\u5b9a\u7684\u793e\u6703\u89d2\u8272\uff0c\u7522\u751f\u6027\u5225\u523b\u677f\u5370\u8c61\u3002\u4f8b\u5982\u5ee3\u544a\u7d93\u5e38\u628a\u5973\u6027\u63cf\u7e6a\u6210\u6bd4\u8f03\u6ce8\u91cd\u5916\u8868\u5438\u5f15\u529b\u3002<\/p>\n<p>\u5973\u6027\u6bd4\u7537\u6027\u66f4\u770b\u91cd\u7522\u54c1\u7684\u5916\u89c0\u800c\u975e\u5be6\u7528\u6027\u9019\u4e00\u4e16\u4fd7\u89c0\u5ff5\uff0c\u5728\u8207\u5916\u5728\u5438\u5f15\u529b\u76f8\u95dc\u7684\u7522\u54c1\u985e\u5225\u4e2d\u53ef\u80fd\u662f\u6b63\u78ba\u7684\u3002\u7136\u800c\uff0c\u5b83\u53ef\u80fd\u4e0d\u9069\u7528\u65bc\u4e00\u4e9b\u6027\u5225\u4e2d\u7acb\u7684\u7522\u54c1\u985e\u5225\u3002<\/p>\n<p>\u300c\u6211\u5011\u8a8d\u70ba\uff0c\u4eba\u5011\u5c07\u9019\u7a2e\u6027\u5225\u5dee\u7570\u904e\u5ea6\u6982\u62ec\u81f3\u8207\u63d0\u9ad8\u5916\u5728\u5438\u5f15\u529b\u7121\u95dc\u7684\u7522\u54c1\u985e\u5225\u3002\u300d\u6234\u6559\u6388\u8aaa\u3002\u300c\u4eba\u5011\u70ba\u4ed6\u4eba\u53ca\u81ea\u5df1\u6240\u4f5c\u51fa\u9078\u64c7\u6642\uff0c\u5c0d\u7f8e\u89c0\u6216\u5be6\u7528\u6027\u7684\u8003\u616e\u4ea6\u5b58\u5728\u666e\u904d\u5dee\u7570\u3002\u300d<\/p>\n<h3><strong>\u500b\u4eba\u9078\u64c7\u4e0d\u540c\u65bc\u70ba\u4ed6\u4eba\u4f5c\u51fa\u7684\u9078\u64c7<\/strong><\/h3>\n<p>\u7814\u7a76\u5718\u968a\u5f9e\u7f8e\u570b\u548c\u4e2d\u570b\u7b49\u591a\u500b\u570b\u5bb6\u62db\u52df\u53c3\u8207\u8005\uff0c\u9032\u884c\u4e00\u7cfb\u5217\u6df7\u5408\u65b9\u6cd5\u5be6\u9a57\uff0c\u4ee5\u9a57\u8b49\u4ed6\u5011\u7684\u5047\u8a2d\u3002\u9996\u5148\uff0c\u4ed6\u5011\u8b49\u660e\u4e86\u95dc\u65bc\u4e0d\u540c\u6027\u5225\u5728\u5916\u89c0\u548c\u5be6\u7528\u6027\u504f\u597d\u65b9\u9762\u5b58\u5728\u5dee\u7570\u7684\u4e16\u4fd7\u89c0\u5ff5\u78ba\u5be6\u5b58\u5728\uff0c\u7136\u5f8c\u63a2\u8a0e\u6d88\u8cbb\u8005\u5728\u70ba\u4ed6\u4eba\u548c\u70ba\u81ea\u5df1\u4f5c\u51fa\u7684\u9078\u64c7\u6642\u662f\u5426\u5b58\u5728\u5dee\u7570\u3002<\/p>\n<p>\u5728\u8a72\u5be6\u9a57\u4e2d\uff0c\u7814\u7a76\u4eba\u54e1\u5411\u53c3\u8207\u8005\u63d0\u4f9b\u5169\u6b3e\u76f8\u4f3c\u4f46\u5728\u5916\u89c0\u548c\u5be6\u7528\u6027\u65b9\u9762\u5404\u5177\u512a\u52e2\u7684USB\u8a18\u61b6\u9ad4\uff0c\u7136\u5f8c\u8981\u6c42\u4ed6\u5011\u70ba\u4ed6\u4eba\u9078\u64c7\u5176\u4e2d\u4e00\u500b\u3002\u7f8e\u89c0\u7684USB\u8a18\u61b6\u9ad4\u5716\u6848\u7cbe\u7f8e\uff0c\u5bb9\u91cf\u70ba256MB\uff0c\u800c\u5be6\u7528\u7684USB\u8a18\u61b6\u9ad4\u5247\u64c1\u6709512MB\u5bb9\u91cf\uff0c\u4f46\u5916\u89c0\u666e\u901a\u3002\u8207\u9810\u6e2c\u4e00\u81f4\uff0c\u53c3\u8207\u8005\u50be\u5411\u70ba\u5973\u6027\u800c\u975e\u7537\u6027\u9078\u64c7\u7f8e\u89c0\u7684\u4e00\u6b3e\u3002<\/p>\n<p>\u4ee4\u4eba\u9a5a\u8a1d\u7684\u662f\uff0c\u5728\u53e6\u4e00\u9805\u5be6\u9a57\u4e2d\uff0c\u7814\u7a76\u5718\u968a\u767c\u73fe\uff0c\u5373\u4f7f\u662f\u77ad\u89e3\u6d88\u8cbb\u8005\u504f\u597d\u4e14\u64c1\u6709\u66f4\u591a\u7d93\u9a57\u7684\u71df\u92b7\u5f9e\u696d\u8005\u4e5f\u6703\u4f5c\u51fa\u540c\u6a23\u7684\u6c7a\u7b56\u3002\u5177\u9ad4\u800c\u8a00\uff0c\u71df\u92b7\u4eba\u54e1\u548c\u7522\u54c1\u8a2d\u8a08\u5e2b\u666e\u904d\u9810\u671f\uff0c\u8207\u7537\u6027\u6d88\u8cbb\u8005\u76f8\u6bd4\uff0c\u5973\u6027\u6d88\u8cbb\u8005\u901a\u5e38\u66f4\u91cd\u8996\u7522\u54c1\u7684\u5916\u89c0\u800c\u975e\u5be6\u7528\u6027\u3002\u7136\u800c\uff0c\u7814\u7a76\u4eba\u54e1\u767c\u73fe\uff0c\u7576\u53c3\u8207\u8005\u70ba\u81ea\u5df1\u4f5c\u51fa\u9078\u64c7\u6642\uff0c\u9019\u7a2e\u6027\u5225\u5dee\u7570\u537b\u4e26\u6c92\u6709\u51fa\u73fe\u3002<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-17778\" src=\"https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/Choice-for-Self-vs.-Prediction-of-Others_TC.png\" alt=\"\" width=\"1500\" height=\"1100\" srcset=\"https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/Choice-for-Self-vs.-Prediction-of-Others_TC.png 1500w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/Choice-for-Self-vs.-Prediction-of-Others_TC-600x440.png 600w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/Choice-for-Self-vs.-Prediction-of-Others_TC-1200x880.png 1200w, https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/Choice-for-Self-vs.-Prediction-of-Others_TC-768x563.png 768w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" 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