| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 101 === This paper emphasizes the focus of the appearance communication on high-heeled shoes. High-heeled shoes have gradually become one of the indispensible accessories in fashion. Even though high heels make women feel uncomfortable when wearing them, they are relatively comfortable in terms of social relations. Through the accessory, high-heeled shoes, we explored whether there is any difference in gender or self-concept.
According to the research objective, this paper mainly focused on discussing the cognitive difference in self-concept for different gender or age subjects; the self-perception difference in wearing high heels for those women with different self-concept and at different ages who wear high heels; and the comment and cognitive difference for women who wear high heels by viewers with different gender.
Quantitative Research Method was applied as the research method. All scales underwent factor analysis and reliability analysis. The research results showed that self-concept can be divided into five dimensions: conscientiousness, extraversion, neuroticism, openness to experience and agreeableness. The appearance communication of wearing high-heeled shoes can be divided into three dimensions: communication, aesthetic feeling and situational factors. Analysis of variance was then applied using different dimensions, gender and age. The factor concerned for the appearance communication of wearing high-heeled shoes was significantly different for subjects with different self-concept or gender。Viewers with different gender and age who participated in this research had significant differences in situational factor of wearing high-heeled shoes. And wearers with different ages had significant differences in communication factor. Viewers who are conscientiousness and openness to experience and high-heeled shoes wearers who are agreeableness were significantly related with all three factors during appearance communication.
According to results, different age of male viewers agreed with all factors during appearance communication of wearing high-heeled shoes. Female participants had different opinion when they were viewers or high-heeled shoes wearers. Female viewers with different age had significant differences in situational factor. But different age of female wearers had significant differences in communication factor. Nevertheless, no matter female participants were viewers or wearers, they agreed with aesthetic feeling factor during appearance communication.
Wearing high-heeled shoes well could help wearer to earn positive appreciates. It could be helpful for marketing to know different age female consumers opinions about high-heeled shoes as well. There will be a lot of details could be discussed in high-heeled shoes or using different research method to discuss about different fashion objects and knowing more different opinions between appearance massage sender and receiver during appearance communication.
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