本研究欲探討誘發懷舊如何影響消費者對圓形產品的偏好，並研究消費者在不同的自我建構類型與獨特性需求的影響，本研究採用實驗設計方法，透過三個實驗進行假設驗證。實驗一檢驗誘發懷舊對圓形產品偏好的影響，透過歌詞的操弄設計作為有無誘發懷舊的情境，探討消費者在有無被誘發懷舊的情況下，對於圓形產品偏好的影響，並探討社會連結感與被包圍感是否為此偏好行為背後的機制。實驗二進一步探討不同的自我建構類型下(相依我vs.獨立我)，誘發懷舊後消費者對圓形產品偏好的影響，實驗三則探討自我獨特需求程度，在誘發懷舊後消費者對圓形產品偏好的影響。

本研究結果顯示，與那些沒有被誘發懷舊的人相比，被誘發懷舊的消費者確實對圓形產品有更高的偏好，而社會連結感與被包圍感可用來解釋此現象背後行為的機制，然而，此效果受到消費者的自我建構類型影響，相依我的消費者在被誘發懷舊後相比沒有被誘發懷舊的更偏好圓形產品，而獨立我的消費者則沒有差別。除此之外，獨特性需求的不同亦會影響誘發懷舊後消費者對圓形產品的偏好，獨特性需求低的消費者在被誘發懷舊後比沒有被誘發懷舊的更偏好圓形產品，而對獨特性需求高的人對圓形產品偏好則沒有差別。本研究的結果提供行銷上的實務貢獻，使行銷人員未來在使用懷舊的行銷手法時，能有更多的利用。

This research examines the influence of nostalgia on consumer’s preference for circular products with the moderating effects of self-construal and consumer’s need for uniqueness. The hypotheses are tested by three experiments in this research. Study 1 investigates the relationship between nostalgia and consumer’s preference for circular products, with the different on lyrics as the manipulation of nostalgia. Study 1 also tests social connectedness and feeling surrounded as the sequential underlying mechanisms behind the preference for circular products. Study 2 examines how self-construal moderates the effects of nostalgia on consumer’s preference for circular products. Study 3 tests consumer’s need for uniqueness as the other moderator.

The results show that, compared with those who are not evoked with nostalgia, consumers evoked with nostalgia show a higher preference for circular products. Moreover, social connectedness and feeling surrounded serve as the sequential underlying mechanisms to explain why consumers with evoked nostalgia have a higher preference for circular products. More importantly, the effect of nostalgia on circular product preference is subject to consumers’ self-construal. For consumers with an interdependent self-construal, those who are evoked with nostalgia show a higher preference for circular products than those who are not evoked with nostalgia. No such differences are found on consumers with an independent self-construal. The effect of nostalgia is also affected by consumer’s need for uniqueness. For consumers with low need for uniqueness, those who are evoked with nostalgia show a higher preference for circular products than the counterparts who are not evoked with nostalgia. No such differences are found on consumers with high need for uniqueness. The research provides marketing implications of using nostalgia.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
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 3
第四節 研究目的與問題 6
第五節 研究架構 7
第貳章 文獻探討 9
第一節 前言 9
第二節 懷舊與懷舊帶來的影響 9
第三節 產品形狀 13
第四節 社會連結感 20
第五節 被包圍感 22
第六節 自我建構類型 23
第七節 消費者獨特性需求 29
第八節 小結 33
第參章 研究假設發展 34
第一節 前言 34
第二節 研究假設與架構 34
第三節 實驗設計建立 39
第四節 小結 40
第肆章 實驗一設計與結果 41
第一節 前言 41
第二節 研究變數操作型定義與測量 41
第三節 研究設計 46
第四節 實驗一研究分析 47
第五節 小結 53
第伍章 實驗二設計與結果 54
第一節 前言 54
第二節 研究變數操作型定義與測量 54
第三節 研究設計 59
第四節 實驗二結果分析 60
第五節 小結 65
第陸章 實驗三設計與結果 66
第一節 前言 66
第二節 研究變數操作型定義與測量 66
第三節 研究設計 70
第四節 實驗三研究分析 71
第五節 小結 76
第柒章 結論與建議 77
第一節 前言 77
第二節 研究結果討論 77
第三節 研究貢獻 79
第四節 研究限制 83
第五節 未來研究建議 85
第六節 小結 87
參考文獻 88
附錄一：實驗一正式問卷1（誘發懷舊） 100
附錄一：實驗一正式問卷2（無誘發懷舊） 104
附錄二：實驗二正式問卷1（誘發懷舊x相依我） 108
附錄二：實驗二正式問卷2（無誘發懷舊x相依我） 112
附錄二：實驗二正式問卷3（誘發懷舊x獨立我） 116
附錄二：實驗二正式問卷4（無誘發懷舊x獨立我） 120
附錄三：實驗三正式問卷1（誘發懷舊x高獨特性需求） 124
附錄三：實驗三正式問卷2（誘發懷舊x低獨特性需求） 128
附錄三：實驗三正式問卷3（無誘發懷舊x高獨特性需求） 132
附錄三：實驗三正式問卷4（無誘發懷舊x低獨特性需求） 136
 

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