產品設計是行銷操作者最關心的議題之一，對於一個不熟悉的產品，消費者容易被產品外型影響。本研究從產品擬人化切入產品設計領域，並以一致性基模為產品評價加入娃娃臉的刻板印象和綠能訴求，來探討汽車市場中產品設計上出現娃娃臉刻板印象和產品訴求之間如何影響產品評價。本研究以臉部表徵的娃娃臉效應研究發現出發，應用在產品設計領域上，並以實驗設計與實證研究來驗證假說以期在學術與實務上有貢獻。實驗設計以操弄汽車車頭設計(娃娃臉 vs. 成熟臉)、產品訴求(綠能訴求 vs. 功能性訴求)二個自變數，為2x2的二因子設計。並透過虛擬的汽車購買情節搭配不同的車頭設計建立四個不同的實驗情境。探討民眾在不同的情境下對產品態度與購買意圖效果為何。實證研究方面，蒐集目前市場中的綠能訴求車款，來探討與車頭設計之間是否存在相關性，以驗證市場上存在娃娃臉效應的存在。
研究結果指出，在消費者面對汽車具有綠能訴求中，消費者對於娃娃臉車子臉型會產生較好的產品評價，而功能性訴求中，消費者對於成熟臉車子臉型會產生較好的產品評價。在實證研究中發現確實存在娃娃臉車頭設計普遍存在於綠能訴求車款，成熟臉車頭設計普遍存在於功能性訴求車款的現象。

Product design is one of the most important issues marketers concern. When facing a unfamiliar product, consumers can be easily influenced by the product appearance. The present study uses anthropomorphism to explore the babyface effects in product design. To be specific, we incorporate green appeal into schema congruity on product evaluation, examining how the stereotype related to babyface may influence product evaluation in the automobile market. The research begins with face traits related to babyface effects, and then applies the babyface effects in product design. We use experimental design and empirical data to test the hypotheses. The experiment is designed with manipulations on the front design of car (baby face vs. mature face), and product appeals (green appeals vs. functional appeals). A 2x2 fatorial design is conducted. Four different scenarios are established and effects are measured by product attitude and purchase intention. In the empirical study, we collect cars with green appeals and functional appeals in the automobile market, integrating the relationship between green appeals and car front design to validate there exists the babyface effects in the real market.
The result indicates that, when facing a car with green appeals, consumers evaluate the car more favorably with babyfaced features than that with mature-faced features. Opposite results are found with a car with functional appeals. In the empirical study, we show a phenomenon that babyfaced car front design using green appeals , while matured-faced car front using functional appeals.

第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 5
第四節 研究目的與問題 6
第五節 研究架構 6
第貳章 文獻回顧 9
第一節 前言 9
第二節 擬人化 9
第三節 娃娃臉的相關研究 11
第四節 綠能訴求 22
第五節 一致性基模 25
第六節 小結 28
第參章 實驗設計與方法 29
第一節 前言 29
第二節 研究假設與架構 29
第三節 實驗前測 33
第四節 研究變數的操作型定義與衡量 37
第五節 研究設計 39
第六節 小結 41
第肆章 實驗設計研究結果分析 42
第一節 前言 42
第二節 正式實驗樣本背景資料 42
第三節 正式實驗信度分析 44
第四節 研究設計之操弄 44
第五節 研究假設之檢定 45
第六節 小結 54
第伍章 實證研究 55
第一節 前言 55
第二節 基本模型闡述 55
第三節 樣本背景資料 55
第四節 實證研究之變數判斷 56
第五節 研究假設之檢定 58
第六節 小結 60
第陸章 結論與建議 61
第一節 前言 61
第二節 研究結果討論 61
第三節 研究貢獻 64
第四節 研究限制 66
第五節 未來研究建議 67
第六節 小結 69
參考文獻 71
附錄一 79
附錄二 83
附錄三 95

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