本研究欲探討社會排斥如何影響消費者折價券使用行為，消費者在經歷社會排斥後會產生被他人貶低的感受，因此會減少折價券使用行為。本研究進一步推論消費者在社會從眾以及聲望價值下會削弱此負向影響。本研究採用實驗設計方法，透過三個實驗驗證假設。實驗一檢驗社會排斥對折價券使用行為的影響，透過圖片操弄誘發受測者的社會排斥、社會包容，並加入不幸以及無社會關係作為比較，研究消費者在社會排斥下所產生的折價券使用行為差異，並探討貶值感受為此背後機制。實驗二為2 (社會關係：社會排斥 vs. 社會包容) x2 (社會從眾：高 vs. 低)的組間設計實驗。實驗三為2 (社會關係：社會排斥 vs. 社會包容) x2 (聲望價值：高 vs. 低)的組間設計實驗。

實驗結果顯示，與經歷社會包容、不幸、無社會關係的個人相比，經歷社會排斥的個人對折價券的使用意圖較低，而社會排斥所引發的感知貶值為此行為之背後機制。實驗結果進一步表明，當個人處於高社會從眾氣氛下，即個人周邊的人們皆使用折價券，或是出示折價券屬於高聲望價值的情境下，亦即此折價券是VIP顧客才可擁有時，會降低社會排斥對折價券使用行為的負向影響。本研究對透過發放折價券來促進商品銷售的行銷人員提供啟示以及警訊。

This research examines how social exclusion reduces consumers’ coupon use behavior. We propose that after experiencing social exclusion, people feel devalued by others and then feel against using coupons subsequently. We further investigate two boundary conditions: social conformity and prestige value. Three experiments are conducted to test the proposed hypotheses. Experiment 1 compares four conditions (social exclusion, social inclusion, misfortune and the control condition [no social relationship disclosed]) on subsequent coupon use behavior. The underlying mechanism of perceiving devalued is also assessed. Experiment 2 is a 2 (social relationship: social exclusion vs. social inclusion) x 2 (social conformity: high vs. low) between-subjects design. Experiment 3 is a 2 (social relationship: social exclusion vs. social inclusion) x 2 (prestige value: high vs. low) between-subjects design.

The results indicate that, compared with the counterparts who feel socially accepted, who feel misfortunate, or who are the control condition, individuals who experience socially excluded show lower tendency to use a given coupon. Perceiving devalued is found as the underlying mechanism to explain why socially excluded people do not like to use a coupon subsequently. The results further show that the negative effects of social exclusion on coupon use behavior are reduced when people feel high social conformity (i.e., people are using the given coupons) or when the coupon is associated with prestige value (i.e., a coupon to VIP customers). The research provides implications and warnings for marketers who use coupons to stimulate product sales.

論文審定書 i
摘要 ii
Abstract iii
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 社會排斥 8
第三節 折價券使用行為 18
第四節 感知貶值 19
第五節 社會從眾 20
第六節 聲望價值 25
第七節 小節 29
第參章 研究設計與方法 30
第一節 前言 30
第二節 研究假設與架構 30
第三節 實驗設計建立 34
第四節 小結 35
第肆章 實驗一設計與分析 36
第一節 前言 36
第二節 研究變數操作型定義與衡量 36
第三節 研究設計 41
第四節 實驗一結果分析 42
第五節 小節 54
第伍章 實驗二設計與分析 55
第一節 前言 55
第二節 研究變數操作型定義與衡量 55
第三節 研究設計 58
第四節 實驗二結果分析 59
第五節 小節 65
第陸章 實驗三設計與分析 66
第一節 前言 66
第二節 研究變數操作型定義與衡量 66
第三節研究設計 70
第四節 實驗三結果分析 71
第五節 小結 77
第柒章 結論與建議 78
第一節 前言 78
第二節 研究結果討論 78
第三節 研究貢獻 80
第四節 研究限制 83
第五節 未來研究建議 84
第六節 小節 86
參考文獻 88
附錄一：實驗一（社會排斥） 101
附錄一：實驗一（社會包容） 105
附錄一：實驗一（不幸） 109
附錄一：實驗一（無社會關係） 113
附錄二：實驗二（社會排斥x高社會從眾氣氛） 117
附錄二：實驗二（社會排斥x低社會從眾氣氛） 122
附錄二：實驗二（社會包容x高社會從眾氣氛） 127
附錄二：實驗二（社會包容x低社會從眾氣氛） 132
附錄三：實驗三（社會排斥x 高聲望價值） 137
附錄三：實驗三（社會排斥x低聲望價值） 142
附錄三：實驗三（社會包容x 高聲望價值） 147
附錄三：實驗三（社會包容x低聲望價值） 152

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