本研究欲探討疾病線索對消費者對於擬人化產品偏好的影響，進一步檢視研究消費者在不同社會權力及自我建構類型下如何改變對擬人化產品的偏好。本研究使用實驗設計法，分別透過三個實驗進行假設驗證，實驗一檢測在疾病線索、正面情緒及負面情緒下，對有擬人化產品的偏好，並探討其背後機制，實驗二則以實驗設計法探討在不同社會權力下，有無疾病線索對擬人化產品偏好的影響，最後實驗三是在探討不同自我建構類型的消費者在有無疾病線索下對有無擬人化產品的選擇。

根據實驗結果顯示，和沒有疾病線索相比，在有疾病線索的情境下，消費者更加喜歡擬人化產品，且疾病所誘發的死亡焦慮，進而產生的依附感需求為此行為的背後機制。同時本研究也發現社會權力及自我建構類型會影響疾病線索與擬人化產品偏好之間的關係，對於低社會權力者來說，在有疾病線索的情境下會比較喜歡擬人化產品，但對於高社會權力者，無論是在有無疾病線索與否，對於擬人化產品的偏好無明顯差異；對於自我建構為獨立我的人而言，比起無疾病線索，在有疾病線索的情境下會比較喜歡擬人化產品，然而對自我建構為相依我的人來說則無明顯差別。本研究最後也提出相關的行銷管理意涵，提供行銷人員在實務上的應用參考。

This study intends to explore the impact of disease cue on consumers' preference for anthropomorphic products. The study further examines whether anthropomorphism products are subject to social power and self-construal. Three experiments are conducted. Study 1 investigates the preferences between anthropomorphic and non-anthropomorphic products under the conditions of disease cue, positive emotions, and negative emotions. It also explores the underlying mechanisms. Study 2 further examines how consumers with different levels of social power moderate the effect of disease cue on consumers’ preference for anthropomorphic products. In addition to social power, Study 3 tests the moderating effects of self-construal on consumers’ preference for anthropomorphic products.
The results indicate that, compared with no disease cue being provided, consumers with disease cue show a higher preference for anthropomorphic products. Death anxiety and sense of attachment are the underlying mechanisms behind anthropomorphic product preferences. The research also shows that social power and self-construal affect the relationship between disease cue and anthropomorphic product preferences. Consumers with low social power show stronger preferences for anthropomorphic products under disease cue. However, no such preferences are found on consumers with high social power. For consumers with an independent self-construal, those who are evoked with disease cue show higher preferences for anthropomorphic products than the counterparts without disease cues evoked. No such differences are found on individuals with an interdependent self-construal. The research provides implications and warnings for marketers who use disease cue.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 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 4
第四節 研究目的與研究問題 5
第五節 研究架構與研究流程 5
第貳章 文獻探討 8
第一節 前言 8
第二節 疾病線索及疾病威脅 8
第三節 擬人化 12
第四節 死亡焦慮 22
第五節 依附感需求 26
第六節 社會權力 27
第七節 自我建構類型 31
第八節 小結 40
第參章 研究設計與方法 41
第一節 前言 41
第二節 研究假設與架構 41
第三節 實驗設計建立 45
第四節 小結 45
第肆章 實驗一設計與分析 46
第一節 前言 46
第二節 研究變數操作型定義與衡量 46
第三節 研究設計 51
第四節 實驗一結果分析 51
第五節 小結 64
第伍章 實驗二設計與分析 65
第一節 前言 65
第二節 研究變數操作型定義與衡量 65
第三節 研究設計 69
第四節 實驗二結果分析 69
第五節 小結 76
第陸章 實驗三設計與分析 77
第一節 前言 77
第二節 研究變數操作型定義與衡量 77
第三節 研究設計 80
第四節 實驗三結果分析 81
第五節 小結 86
第柒章 結論與建議 87
第一節 前言 87
第二節 研究結果討論 87
第三節 研究貢獻 89
第四節 研究限制 93
第五節 未來研究與建議 94
第六節 小結 96
參考文獻 97
附錄一 實驗一問卷1 (疾病線索 x 產品非擬人化版本) 126
附錄一 實驗一問卷2 (疾病線索 x 產品擬人化版本) 131
附錄一 實驗一問卷3 (負面情緒 x 產品非擬人化版本) 136
附錄一 實驗一問卷4 (負面情緒 x 產品擬人化版本) 141
附錄一 實驗一問卷5 (正面情緒 x 產品非擬人化版本) 146
附錄一 實驗一問卷6 (正面情緒 x 產品擬人化版本) 151
附錄二：實驗二問卷1 (疾病線索 x 高社會權力版本) 156
附錄二：實驗二問卷2 (疾病線索 x 低社會權力版本) 161
附錄二：實驗二問卷3 (無疾病線索 x 高社會權力版本) 166
附錄二：實驗二問卷4 (無疾病線索 x 低社會權力版本) 171
附錄三：實驗三問卷1 (疾病線索 x 獨立我版本) 176
附錄三：實驗三問卷2 (無疾病線索 x 獨立我版本) 181
附錄三：實驗三問卷3 (疾病線索 x 相依我版本) 186
附錄三：實驗三問卷4 (無疾病線索 x 相依我版本) 191

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