女性抗老研究－年紀大的女性，較在意外表老化嗎？

愛美是女人的天性，現代女性對外貌的追求，己不只侷限於「美麗」，對於「青春永駐」更是趨之若騖，因此，帶動了龐大的延緩老化市場商機。加上人口逐漸老化，女性在對於抗老化市場消費潛力的背後，隱藏著女性對於外表老化的態度及消費行為，因此，女性在面對因老化而產生的外觀變化的憂慮程度與行為現況，實值得深入探討與了解。本研究之目的即在於了解女性延緩外表老化的行為意向，以台灣地區25歲至60歲的女性為研究對象，於94年12月至95年1月間，以方便取樣方式進行問卷調查，共取得250份問卷資料。研究結果發現，不同年齡的女性，面對外表老化的態度及行為皆有顯著差異；年齡的不同與用於「延緩外表老化」的花費上有所差異，25~35歲的女性表示較可能會想盡辦法改善外表老化，即使需要花錢。此外，25~35歲的女性較其他年齡層在面對「皮膚老化」最感憂慮；不同年齡女性在獲得延緩外表老化的「資訊管道」亦截然不同。本研究建議，女性對於外表的重要性相當認同，為了保持外表的年輕而花錢的意願上不同年齡的女性有不同的花費，面對不同抗老的方式及產品，女性可依個人經濟狀況及需求，進而擬定適合個人延緩外表老化的策略。對相關業者建議，可採用電視、報章雜誌等管道進行宣傳且化妝品消費者可鎖定年齡36~45歲的女性。

關鍵字

女性；老化；態度；延緩老化；外表老化

並列摘要

Everyone wants to look beautiful and forever young. However, as we grow older, our appearances are changing, such as gray hair and loss of the skin's softness. There are a numerous anti-aging products in the market that promise you a younger and attractive appearance. It is interesting to know how women of different age feel about their own appearance as they grow older and whether they will do something to make it better. This study aims to discover the attitude and behavior of women at different age towards anti-aging. Two hundred and fifty Taiwan's women between age 25 to 60 are studied. The result shows there is statistically significant difference between different age of women in facing appearance changes as they get older. Women at different age would take different actions when they face the appearance changes. The difference is also statistically significant. Women age 25 to 35 are more concerns about their appearance changes and also more likely to take actions even if they need to spent a great deal of money. This study suggests that marketing must adapt to the fact that women at different age view differently in facing their appearance changes as they grow older in the anti-aging market.