一、中文部分
周文賢(2002)，多變量統計分析：SAS/STAT使用方法，台北：智勝文化。
張卿卿(2004)，從性別差異與產品確定性高低來探討廣告框架效果， 管理評論，23(1)，1-23。
許瑞林(2011)，美髮沙龍創業一本通，金塊文化。
郭貞(1994)，台灣地區民眾之消費動機與習性，廣告學研究，3，93-113。陳建國(2010)，性別角色與女性休閑運動的研究，山西師大體育學院學報。
陳瑩郿(2003)，價格促銷呈現方式對消費者商店選擇之影響－以連鎖藥妝店為例，國立交通大學理科學系未出版之碩士論文。
湯嘉恆(1999)，消費者之網路購物資訊環境態度、購買涉入、網路使用行為對網路購物意願之影響探討－以國立大學學生為例，國立交通大學經營管理研究所未出版之碩士論文。
黃坤田(2002)，台灣消費者價值信念量表建構與性別差異之探討－以北區大專學生為例，輔仁大學織品服裝研究所未出版之碩士論文。
黃美文(1997)，在電子商務環境下進行網路購物意願之研究：以購買涉入、參考群體與消費者特性探討，國立屏東科技大學資訊管理研究未出版之碩士論文。
黃靜芬(1984)，性別角色與國中男女生學習家政之需要及興趣研究，國立台灣師範大學家政教育研究所未出版之碩士論文。
楊文壽(2000)，行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究，國立交通大學經營管理研究所未出版之碩士論文。
蔣宗男(2001)，情境因素、消費者購買涉入與創新接受態度影響網路競標意願之研究，國立政治大學廣告研究所未出版之碩士論文。
鍾雯玲(2003)，消費者的產品知識對系統性產品偏好的影響，銘傳大學管理科學研究所未出版之碩士論文。
二、英文部分
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