| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 100 === As the income of people increasing and requiring for the higher living standard, people not only pay attention on daily life but also on the sense of the aesthetic to lifestyle. Because of the different backgrounds, there are many kind senses of the aesthetic to lifestyle. Moreover, different senses of the aesthetic and lifestyle will influence to the consumers’ preference. The difference of the sexual orientation, including homosexual and heterosexual, makes consuming behavior be different; consequently, the preferences of consumers who have different sexual orientation are also influenced.Through the collection of questionnaire, this research explores the influence on preferences of male underwear from two angels: a) different sexual orientations of male between 20 to 35 years old, b) different senses of the aesthetic to lifestyle. After analysis of the data, the hypothesis is found, verified that there is significantly different preference of male underwear between homosexual and heterosexual. There are four kinds of senses of aesthetic and lifestyles: a) luxury type, b) life-style type, c) fashion type, and d) style type. Based upon the result, there are also significant differences of male underwear between the male consumers of the four types.
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