本研究目地主要針對職業婦女之性別角色、人格特質，探究不同性別角色及不同人格特質的 職業婦女對於西裝外套之消費態度。樣本取樣與資料蒐集採便利抽樣問卷調查法，以高雄、 屏東金融業、餐旅業、房屋仲介業、人壽保險業、百貨業之女性職員為研究對象，直接於該 單位發放問卷，發出1750份問卷，回收問卷1318份，有效問卷1184份。本研究以單因子變 異數分析、皮爾森積差相關等方法進行驗證各項假設。研究結果發現：不同背景變項之職業 婦女對西裝外套消費態度部份顯著差異；不同性別角色之職業婦女對西裝外套消費態度有顯 著差異；不同人格特質之職業婦女對西裝外套消費態度部份有顯著相關。

The purpose of the study was to examine the relationships among business women5s gender role and personality for consumption attitudes of suits. A purposive convenience non-probability sample was used in this study. The data collection method was a direct handout questionnaire to business women who work in bank, restaurant, letting agency, insurance company and department store at Kaohsiung and Pingtung in Taiwan. One thousand seven hundred fifty business women were surveyed and a total of 1318 questionnaires were collected. After the screening of the questionnaires, 1184 of the questionnaires were eligible for analysis in this study. Data from the questionnaires were analyzed using Pearson Correlation Analysis and One Way Analysis of Variance. The results revealed: there was partial significant difference was found in the consumption attitudes of suits among the background of business women; there were significant differences in the consumption attitudes of suits among business women’s gender roles; there were partial significant correlation in the consumption attitudes of suits among the personality of business women.