| 摘要: | 人口老化已成為全球性的議題，高齡社會的發展，成為新興研究領域。臺灣女性角色的演變，過去只能在家相夫教子，但隨著教育普及、職場投入及經濟能力的掌握等，女性在社會中扮演的角色越來越重要。因此，現今的中高齡婦女在步入高齡的未來，他們對於自我的肯定及形象的建立，將是值得分析探討的課題。本研究者欲以這一特定族群作為研究對象，深入探討其「身體意象」與「化妝行為」進而對高齡美學發展能有進一步的預測及瞭解。
本研究以北臺灣中高齡婦女為研究對象，採取「問卷調查」的方式蒐集資料進行研究。正式施測樣本為432份，回收率96%，有效問卷回收率96%，。研究工具包括：「個人背景資料調查表」、「身體意象量表」及「化妝行為量表」。施測所得資料以 SPSS for Windows 22.0進行結果分析，分別採用：敘述統計、單因子變異數分析、雪費事後比較法、皮爾森積差相關及多元迴歸分析等統計方法加以分析。本研究的結論如下：
一、北臺灣中高齡婦女「身體意象」與「化妝行為」的現況
（一）整體受試者對「身體意象」的看法傾向於正向與積極，其中在「外表取向」的重視程度最高，在「體重自我關注」的重視程度最低。
（二）整體受試者對「化妝行為」的看法傾向於正向與積極，其中受試者在「化妝態度」的重視程度最高，在「化妝影響因素」的重視程度最低。
二、不同「個人背景因素」在「身體意象」之差異發現
受試者的「身體意象」會因「年齡」、「教育程度」、「職業」、「月收入所得」、「婚姻狀況」及「婚姻滿意度」不同而有顯著差異，其中以「年齡愈輕」、「教育程度愈高」、「自由業」、「月收入所得愈高」、「已婚」及「婚姻滿意高」之受試者，她們對「身體意象」的看法是較正向與積極。
三、不同「個人背景因素」在「化妝行為」之差異發現
受試者的「化妝行為」會因「年齡」、「教育程度」、「職業」、「月收入所得」不同而有顯著差異，其中以「年齡愈輕」、「教育程度愈高」、「自由業」與「服務業」以及「月收入所得愈高」之受試者，她們對「化妝行為」的看法是較正向與積極。
四、「身體意象」與「化妝行為」之間存著顯著正相關
受試者對自己「外表評估」、「外表取向」、「體重自我關注」及「身體各部位滿意度」愈重視，其在「化妝態度」、「化妝影響因素」「化妝行為能力」及「化妝行為意向」也較正向與積極。
五、「個人背景因素」與「身體意象」對「化妝行為」具有顯著預測力
（一）受試者的「年齡」、「教育程度」、「職業」及「月收入所得」能顯著的預測「化妝行為」，其中以「年齡愈輕」、「教育程度愈高」、「自由業」及「服務業」、「月收入所得愈高」的受試者，她們的「化妝態度」愈積極，「化妝影響因素」愈正向、「化妝行為能力」的資源和機會愈多，以及採取「化妝行為意向」的行動強度愈高。
（二）受試者之「外表評估」、「外表取向」、「體重自我關注」及「身體各部位滿意度」，能顯著的預測「化妝態度」「化妝影響因素」「化妝行為能力」及「化妝行為意向」，受試者愈在意自己的外觀，其採取化妝行為的機會愈高。
（三）受試者的「個人背景因素」與「身體意象」對「化妝行為」之預測，可發現「月收入所得」及「外表取向」可正向顯著預測「化妝行為」，顯示月收入所得愈高者及對自己外表愈在乎與重視者，其化妝態度、被影響因素、可掌握資源與機會以及化妝行動強度等化妝行為皆會愈高。
根據本研究之發現與結論，建議北臺灣中高齡婦女，女性在整體社會追求瘦即是美的社會風氣之下，隨著年齡增長，要維持纖細的身材並非易事，所以建立健康的身體意象，透過化妝來增加自己外表的美觀，學習如何把自己變得更美，並欣賞自己的美和特色，藉此提升中高齡婦女對於自我外表的自信心，進而迎接和看見不同年齡階段自己的韻味和特色。
再者;給化妝品產業單位建議，因應臺灣即將進入超高齡社會，發展臺灣的高齡美學，協助臺灣中高齡婦女找到自己自信美麗的一面是有其市場商機，並且推出中高齡族群喜愛及多元的化妝品包裝設計，讓中高齡婦女更想化妝及展現自我風格與美麗。
Aging population is a global issue. Studying the development of old age society has become a new research area. The role of Taiwanese women have changed. In the past, they stayed home as housewives; but with the universalization of education, job market entry, and the gain of financial ability, etc., women have a more and more important role in the society. Therefore, middle-old aged women nowadays are entering the old age future, their self-assurance and image establishment is a topic worth investigating. The researcher of this study targets this specific group as the research object, and study in-depth their “body image” and “make-up behavior”, so as to predict and understand the development of old-age aesthetics.
The subjects of this study is the group of middle-old aged women in Taiwan. The “questionnaire survey” method is adopted to collect information for the study. There are 432 official test samples. Research tools include: "Personal background Information questionnaire", "Body Image scale" and "Make-up behavior scale". The data obtained from the study was analyzed by SPSS for Windows 22.0. Statistical methods such as narrative statistics, single factor variance analysis, Scheffe’s Post-hoc analysis, Pearson product-moment correlation, and multiple regression analysis were used for the analysis. The conclusions of this study are as follows:
1. Current situation of northern Taiwan Middle age and elderly women’s “body image” and ”make-up behavior”
（1）All subjects tend to value "body image”, placing the highest value on "appearance orientation" and the lowest value on "weight self-concern".
（2）All subjects tend to have a positive, active view on “make-up behavior” placing the highest value on “make-up attitude”, and the lowest value on“make-up influencing factor”.
2. Differences on “body image” arising from different “personal
background factors” The "body image" of the subjects vary significantly depending on "age", "educational level", "occupation", "monthly income", "marital status" and "marriage satisfaction". The younger the "age", the higher the "educational level", working "freelance", the higher the "monthly income", "married" and with a "high marriage satisfaction", these subjects have a more positive and active view towards "body image".
3. Differences on “make-up behavior” arising from different “personal background factors”
The “make-up behavior” of the subjects vary significantly depending on “age”, “educational level”, “occupation”, “monthly income”. The younger the “age”, the higher the “educational level”, working “freelance” and in the “service industry”, and the higher the “monthly income”, these subjects have a more positive and active view towards “make-up behavior”.
4. There is a significant positive correlation between "body image" and "make-up behavior".
The more attention paid by the subjects to their “appearance assessment”, “appearance orientation”, “weight self-concern”, and "satisfaction of various parts of the body", the more positive and active are their views towards “make-up attitude”, “make-up influencing factors”, “make-up behavior ability” and “make-up behavior orientation”.
5. "Personal background factors" and "body image" have significant predictive power on "make-up behavior"
（1）The "age", "educational level", "occupation" and "monthly income" of the subjects can significantly predict the "make-up behavior”. The younger the “age”, the higher the “educational level”, working “freelance” and in the “service industry”, and the higher the “monthly income”, these subjects are more active towards “make-up attitude”, the more positive towards “make-up influencing factor”, having more resources and opportunities for “make-up behavior ability” and the more probable to adopt “make-up behavior orientation”.
（2）The "appearance assessment", "appearance orientation", "weight self-concern" and "satisfaction on various parts of the body" of the subjects, can significantly predict the "make-up attitude", "make-up influencing factors", "make-up behavior ability" and "make-up behavior orientation". The more attention the subjects place on their appearance, the higher are their chances of having make-up.
（3）The "personal background factor" and "body image" of the subject's prediction of "make-up behavior" can be found that "monthly income income" and "appearance orientation" can positively predict "make-up behavior" in a positive way, showing monthly income. The higher the income and the more concerned and concerned about their appearance, the higher their makeup behavior, the factors affected, the resources and opportunities available, and the intensity of makeup action.
According to the findings and conclusions of this study, we recommend middle-old aged women in Northern Taiwan: Women in a society with a general atmosphere where the pursuit of slimness is beauty, in the run of gradual aging, it is not easy to maintain a slim figure. Therefore, establish a healthy body image, enhance one’s external beauty through make-up, learn how to make oneself more beautiful, and appreciate one’s own beauty and features, in order to enhance the self-confidence of middle-old aged women on their self-appearance, accept and see one’s own charm and features at different age-phases.
Moreover, a recommendation to make-up product manufacturers: Because Taiwan is gradually becoming a super old-age society, there are market opportunities in developing Taiwanese old-age aesthetics, and helping Taiwanese middle-old aged women to find their own confident and beautiful side. With the introduction of middle-old age group's favorite and diverse cosmetic packaging design, let more middle-old aged women have the desire to make-up and express their own style and beauty. |
