An Investigation on the Gender Differences of Taiwanese Youths and Middle Ages in Evaluating Motorcycle Appearance and Use

Ching Yang
Department and Graduate School of Industrial Design, National Yunlin University of Science & Technology, Taiwan

Chia-Sheng Chen
Department and Graduate School of Industrial Design, National Yunlin University of Science & Technology, Taiwan

Ladda ner artikel

Ingår i: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Linköping Electronic Conference Proceedings 100:32, s. 405-422

Visa mer +

Publicerad: 2014-06-11

ISBN: 978-91-7519-276-5

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


This study mainly used viewpoint of Kansei engineering to conduct survey of motorcycle shape cognition and usage evaluation among young (20-35 years) and middle-aged (35-55 years) males and females in Taiwan. Firstly; field observations and interviews were adopted to perform on-site shooting and recording of brand; model; purchase motivation; intended use; males and females’ dressing style; etc. of 96 samples of 100-150CC motorcycle so as to know popularity of motorcycle in Taiwan and differences between generations and genders. Then; 10 representative motorcycle samples were selected. SD (Method of Semantic Differential) was used for shape cognition and usage evaluation survey among 114 interviewees and SPSS statistical software was used for factor analysis in order to understand young and middle-aged groups’ relevance and gender difference in terms of motorcycle shape and usage evaluation.

Results of this study show young and middle-aged generations mainly consider factors such as brand; appearance; lightness; convenience and price when choosing motorcycle.Males and females purchase suitable brand and model as per personal height; body size; preference for shape; etc. Females mostly select light model of 100~115c.c and are in favor of relatively low horsepower and compact shape; males prefer to choose 125-150c.c sport motorcycle with strong horsepower and huge size. Factor analysis results of shape cognition and usage evaluation can be divided into three factors: (1) appearance; (2) sense of design; (3) operability. 125c.c models generally show a huge and steady sense while 100c.c ones feel small and light. Simple arc appearance looks natural while complex and sharp appearances makes people feel unique. Curved design and small volume are suitable for females. These findings can provide a reference for subsequent relevant research development and future design development.


Motorcycle; Generation Difference; Gender Difference; Semantic Differential method; Usage Evaluation


Aeon; website (2013): http://www.aeonmotor.com/home.php.

Chun-Ying Huang. (1999); Multivariate analysis; Hwa-tai Publishing Co. Ltd; Taipei.p307.

Ching Yang & Yuan-Zhi Peng & Feng-Kue Chen. (1999); The Behaviors Of Purchasing And Using Sneakers Of The X And Y Generations In Taiwan And Their Life Styles; Science and Technology; 8;4;321-332.

Ching Yang. (2004); The Image Evaluation On Long-Life Products Used In Daily Life Of Taiwanese Families ; Science and Technology; 13; 4; 295-304.

Ching Yang & Ya-Ping Chen. (2013); The Investigation of the Young Gender Differences and the Mode of Automobile Usage in Taiwan; IASDR 2013; 5; 1780-2.

Directorate General of Budget; Accounting and Statistics; Executive Yuan; (2013): http://www.dgbas.gov.tw/mp.asp?mp=1.

Eprice; website (2013): http://www.eprice.com.tw/.

Guan Hong Lok. (2005); Riding a half-century: Taiwan motorcycle gender cultural history; 1930s-2007; Master Thesis; Gender Institute of Kaohsiung Medical University.

Hort; B.; Fagot; B.; & Leinbach; M. (1990). Are peoples’ actions of maleness more stereotyped framed than their notions of femaleness?. Sex Roles; 2303-4; 197-212.

KYMCO; website (2013): http://www.kymco.com.tw.

Meng-Hsuan Lin. (2005). Study of influences of gender difference and lifestyle on online game users’ consumption behaviors. Master thesis; Institute of Advertisement; National Chengchi University.

Mei-Hui You;(2002); ?????????:??????? [Body; Gender and Sex Education]: ????:???????; 14; 81-117.

Mei-Jun Wang. (2000). Psychological development of adolescence; adulthood and post adolescence http://www.healthcity.net.tw/kung/book011.asp.

Ministry of Communications; Executive Yuan; website (2013): http://www.motc.gov.tw.

PGO; website (2013): http://www.pgo.com.tw.

SUZUKI; website (2013): http://www.suzukimotor.com.tw.

SYM; website (2013): http://tw.sym-global.com.

Ru-Xuan Wang and Yan-Rong Lee. (2007) ???-??????????[Great differences between male and female-gender mainstreaming and gender equality]; ??????; 2007; 76.

Ya-Hui Tang. (2000); ?????????[Gender consciousness and women status]; ????????; 4.

YAMAHA; website (2013): http://www.yamaha-motor.com.tw.

Yu Lin Shen. (2007). Research form image of female sexual pleasure and motorcycle consumer products. Master thesis; Institute of Product Design; Ming Chuan University.

Citeringar i Crossref