隨著女性對於3C產品的消費升高，3C產品的創新與個性化設計也越來越受到重視，有越來越多的品牌廠商針對不同的性別做研究，設計出符合不同性別訴求之產品。但這些產品是否真的能符合消費者喜好及需求則令人好奇。此外，受到近年來社會變遷的影響，性別角色也產生重大的改變，產品性別定位與消費者性別的關係也漸趨模糊。具性別造型特徵之產品是否能吸引同樣生理性別的消費族群，或是吸引與產品性別定位反向的消費族群則令人好奇。
本研究利用問卷篩選出最符合男女性別化特徵的男女性手機各4支。並對88位一般消費族群做性別角色分群，分成「男性化男性」、「女性化男性」、「男性化女性」、「女性化女性」。並調查88位受測者對於性別化手機的產品意象認知與產品偏好，實驗結果第一部分對性別化產品做產品意象與評價分析，第二部分調查不同性別角色族群對於性別化產品的產品意象與評價是否會有差異。第三部分調查有無設計背景族群對於性別化產品的產品意象與評價是否會有差異，最後歸類出不同性別角色族群之喜好差異。研究結果如下：
(1)女性化手機在柔軟的、圓滑的、輕巧的、年輕的、優美的產品意象較高，男性化手機則是在堅硬的、尖銳的、厚重的、成熟的產品意象較高。評價最高的樣本時尚的、精緻的、優美的產品意象較高；評價最低的樣本時尚的、精緻的產品意象較低，且堅硬－柔軟、尖銳－圓滑、厚重－輕巧、年輕－成熟的產品意象較極端。
(2)本研究顯示不同性別族群對於認知和偏好具有差異性。像是「男性化男性」族群喜好產品較有科技感和專業感，造型盡量簡潔大方，可搭配金屬質感；「女性化男性」族群則喜好較現代感或象徵權力的造型，並加入一點肌肉感的線條，材質上選擇皮革搭配金屬的尊貴感；「男性化女性」族群喜好較簡單、輕巧、年輕的造型，但不喜好太可愛的造型；「女性化女性」族群喜好較貴氣、活力、或可愛的感覺，造型盡量圓滑一點，不喜好尖銳、複雜的造型。
(3)有設計背景之受測族群對於產品意象比非設計族群更敏銳，喜好較簡單、俐落的造型；對於剛硬、複雜、過時的造型比非設計背景之受測族群更不喜歡。
本研究整理出不同族群對於產品意象與認知的偏好，可供針對性別訴求的設計廠商提供參考，對於每個族群的認知和偏好差異進行設計。藉由區隔市場，吸引更多不同的消費族群，以開發更廣大的市場。

With female consumers’ increasing consumption of 3C products, more and more emphases have been placed on innovation and personalized designs of 3C products, and more and more brands have conducted surveys with consumers of different genders in order to design products suitable for different demands. However, it is an interesting issue whether these products can actually meet consumers’ demands and preferences. In addition, due to the influences of social changes in the recent years, gender roles have been changed greatly as well. And the relationships between product positioning based on genders and consumers’ genders are getting vaguer. Whether a product with gender features can attract the consumer group of the same physical features or the consumer group of the opposite gender is worth investigating.

This study conducted a questionnaire survey to select 4 cell phones with female features and 4 with male features. A total of 88 general consumers were grouped based on gender roles into "masculine males", "feminine males", "masculine females", "feminine females". And these 88 respondents' cognition of genderized cell phone product images and preferences were surveyed. The first part of the experiment was to analyze genderized product images and evaluate these products. The second part was to explore the differences in product images and evaluations of genderized products among different gender roles. The third part was to explore the differences in product images and evaluations of genderized products between people with and without design-related backgrounds. Finally, the preferences of different gender roles were summarized. The research results are as below:
(1) For feminine cell phones, the product images were more being soft, smooth, light, young, and beautiful. For masculine cell phones, the product images were more hard, sharp, heavy, and mature. The product image of the most highly regarded sample was being fashionable, delicate, and beautiful, while that of the most lowly regarded sample was being fashionable and delicate. And hard-soft, sharp-smooth, heavy-light, and young-mature product images were rather extreme.
(2) This study showed that there were differences in cognition and preferences among different gender groups. For example, “masculine males” preferred products with senses of technology and professionalism, simple, clean and generous design, and metal feeling. “Feminine males” preferred products of modern designs or designs which can symbolize authority, shapes with a little muscle feeling, and leather and metal materials to create some respectable feeling. “Masculine females” preferred products of simple, light, and young designs while not favoring products which were too cute. “Feminine females” preferred products with noble, lively, or cute feelings and smoother designs, while not favoring products with sharp and complex designs.
(3) The respondents with design-related backgrounds were more sensitive with respect to product images than those without design-related backgrounds. And they preferred simple and clean designs. And they disliked hard, complex, and out-of-date designs more than those without design-related backgrounds.
This study summarized cognition of and preferences for product images for different groups. The results can be a reference for manufacturers to design products for consumers of different genders according to the differences in cognition and preferences among the gender groups. Through market segmentation, different consumer groups can be attracted and product market can be expanded.

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