現今科技的進步和全球化，人們能更容易且迅速地遷移到不同的地方。移民遷移國外不難，但要適應居住國不同的文化、種族、宗教、歷史背景和社會融合就因人而異。身分認同是社會融合中重要的因素，而社會融合的困難與挑戰則可以從歐洲公民的態度、穆斯林移民的自我身分認同、對於移民的觀感和刻板印象中觀察出。 論文藉由和西班牙穆斯林移民的實地訪談，試圖了解這些移民在社會融合的過程以及挑戰。許多學者認為穆斯林移民在社會的代表性較差，以及其認同常常遭受許多歧視和誤解。其他學者並不認為西班牙移民威脅到國家認同，因為移民在社會中缺乏能見度。 然而，近年來歐洲經濟危機和恐怖攻擊事件導致當地公民對於穆斯林移民的態度有所改變。當穆斯林移民面臨在異鄉的適應和社會融合的困難中，他們或許會選擇從當地社會中分離並組成自我的社會群體，或選擇融入當地社會而失去自己的身分認同。如果穆斯林移民能夠被當地社群和政府接受，或許會更容易融入社會。 關鍵字: 身分認同、社會融合、建構主義、穆斯林移民、社會觀感。 / It is easier and faster for people to move to different places nowadays with the advanced development of technology and globalization. Although it is easy to move to foreign countries, it is difficult for immigrants to adapt and integrate into a society with distinct cultures, ethnicities, religious and historical background. Identity can be seen as an important factor during the process of integration. From the attitudes of European citizens, self-identification of Muslim immigrants, perceptions and stereotypes imposed toward the immigrants, the difficulties and challenges of integration into the society can easily be observed. The researcher propose to conduct interviews with Muslim immigrants living in Spain to see their perspectives of the process of integration and the challenges they faced. Many scholars believed that the Muslim immigrants were not represented in the society and often face many discriminations and misunderstandings due to their identity. For other scholars, immigration in Spain is not perceived to be a threat to national identity because of the lack of visibility of immigrants. However, with recent event of terrorist attacks and the economic crisis, the attitudes of local citizens are becoming less tolerant toward Muslim immigrants. When Muslim immigrants face difficulties of adaptation and integration into the foreign society, they would become segregated and form their own social group; or they would assimilate into the foreign country and lose their identity. If Muslim immigrants are accepted and welcomed by local communities and the government, they would be able to create a new identity and integrate into the society better. Key words: Identity, integration, constructivism, Muslim immigrants, perception

近年來，全球女性保養品市場呈現穩定成長，雖然保養品以往都被視為屬於「女性領地」的產品，但全球男性保養市場不僅從2012年起就持續成長，未來前景也是相當看好。 有別於以往以性別（sex）做為市場區隔，消費者的性別認同及性傾向，已逐漸被用於區隔目標消費者，且同性戀消費者更因為其相較於一般異性戀男性的消費能力較強，而被視為「夢幻市場 （Dream Market）」。然而，現今台灣在該領域相關的研究文獻，卻往往只探討生理性別，忽略生理性別和性別認同之間的落差，如此將導致與性別相關的行銷研究有扭曲或偏頗的現象。 因此本研究希望能將性別認同與性傾向等因素，納入研究消費者購買保養品行為之考量因素，彌補理論和實際狀況的落差，期能研究出不同性別認同、性傾向的消費者，對不同定位保養品購買意願的差異，並根據該研究結果，給予保養品廠商一些行銷上的建議，讓其在釐清品牌定位時更有方向，並以更有效率、更適切的方式與顧客溝通。 本研究將影響保養品的購買意願從「性別認同」、「性傾向」、「獨特性需求」、「從眾行為」、「產品涉入」、「在意社會觀感程度」、「品牌知覺」、「品牌性別」、「品牌態度」等九大方面著手。 本研究以問卷方式獲取初級資料，收獲有效問卷共 375份，經過統計迴歸分析後發現，「性別認同」、「在意社會觀感程度」、「品牌知覺」和「品牌態度」此四項，最顯著影響消費者購買保養品意願。另外，雖然「性傾向」並沒有對購買意願產生影響，但卻有可能透過「在意社會觀感程度」干擾購買意願。而還有其他顯著影響因素待於研究中一一闡述。 / Recently, the global market of female skin care products has grown a steady pace. Although, the skin care products are usually regarded as female products, the global market of male skin care products has grown fastly since 2012 and market analysts are optimistic about its future. In the past, we usually only use “sex” to segment a market, but gender identity and sexual orientation are gradually used to target customers now. Moreover, gay customers are regarded as a “Dream Market” because they have greater purchasing power than heterosexual men do. However, existing studies still tend to probe into sex and neglect the differences between sex and gender identity. Therefore, this research takes gender Identity and sexual orientation into consideration when conducting the behavior of purchasing skin care products, and the dependent variable” purchase intention” is leveraged by “Gender Identity”, “Sexual Orientation“, “Product Involvement”, “Need for Uniqueness”, “Conformity Behavior”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, “Brand Gender”, “Brand Perception”. Among influential factors, “Gender Identity”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, and “Brand Perception” contribute significantly to purchase intention. Although sexual orientation does not lead to purchase intention, it may affect purchase intention through influencing the factor of “the degree of concerning with social perception”. Other factors affecting the behavior of purchasing skin care products will be further discussed in this research.