摘要
奢侈品行銷大多依賴廣告為工具，風格多為簡約、彰顯尊榮等，且經常搭配名人代言，然奢侈品品牌也應考量消費者的心理因素，以激發購買慾望。過去研究多著重於消費者利用奢侈品作為提高聲望的一種策略，較少檢視是否有其他動機也可能驅動消費者購買奢侈品。本研究以「求偶思維」角度切入，檢視激發求偶思維對不同類型奢侈性消費影響的差異，並以消費者當下的感情狀態為干擾變數，嘗試解釋不同感情狀態下，對應自我呈現、自我控制、自我許可心理機制之影響，共進行一項預試、兩項實驗。
預試與實驗一皆為雙因子實驗設計，影片類型 (浪漫 vs. 非浪漫) 為組間因子，以操弄求偶思維的有vs.無激發，奢侈品廣告類型 (炫耀性vs.享樂性) 為組內因子；實驗二同樣為雙因子實驗設計，以異性素人的面孔吸引力 (高 vs. 低) 為組間因子，來操弄求偶思維的有激發vs.無激發，而奢侈品廣告類型 (炫耀性vs.享樂性) 為組內因子。三項實驗皆透過問項詢問當前感情狀態(有伴侶vs.無伴侶)。研究結果發現：（一）不論消費者性別、屬於何種感情狀態，都能被成功激發求偶思維；（二）在無伴侶的情況下激發求偶思維，會提升自我呈現動機，進而增加奢侈炫耀性消費；（三）在有伴侶的情況下激發求偶思維，會透過自我控制影響自我許可機制，進而增加奢侈享樂性消費；（四）在沒有預算限制的情況下，不論處於何種感情狀態，都會連帶驅動購買其他奢侈品項；（五）消費者性別不會干擾激發求偶思維對中介機制、應變數的影響。
本研究著重在求偶思維對不同類型奢侈性消費的影響，擴充求偶思維對行銷領域的作用，並創新地將受測者的感情狀態納入考量，對於相關領域具有理論貢獻；在實務貢獻方面，建議業者可嘗試在奢侈品廣告中透過文字或圖片操弄，激發消費者的求偶思維，或將品牌產品置入於喚起求偶思維的媒體情境，透過後續心理機制，讓消費者合理化自己購買奢侈品的行為，降低罪惡感的負面聯想，此將是業者欲提升奢侈品銷售可嘗試的手段。

Abstract
Luxury marketing mostly relies on advertising as a tool. The style of advertising is often simple and honorable, and usually uses celebrity endorsements. However, luxury brands should also consider the psychological factors of consumers to stimulate purchase desire. Previous studies have focused on how consumers use luxury goods as a strategy to increase prestige, and less examined whether there are other motives that may also drive consumers to purchase luxury goods. This research starts from the perspective of “mating mind-sets”, examining the difference in the influence of activating mating mind-sets on different types of luxury consumption. It also uses the current relationship state in love of consumers as a moderator to explain how mating mind-sets affect luxury consumption by the mechanisms of self-presentation, self-control, and self-licensing under different relationship state conditions. One pilot study and two formal experiments were conducted to test the propositions.
Both the pilot study and the first experiment were two-factor experimental designs with the film type (romantic vs. non-romantic) as a between-subjects factor, and type of luxury advertising (conspicuous vs. hedonistic) as a within-subjects factor. Experiment 2 was also a two-factor experimental design, using the facial attractiveness of the opposite-sex noncelebrity models (high vs. low) as a between-subjects factor to manipulate the activation vs. non-activation of mating mind-sets, and type of luxury advertising (conspicuous vs. hedonistic) as a within-subjects factor. All the three experiments asked questions about the current relationship status in love (with partner vs. without partner). The research results revealed the following important findings. (1) Regardless of the gender and relationship state of consumers, their mating mind-sets can be successfully activated. (2) Activating mating mind-sets in consumers without a partner in love would increase motivation for self-presentation, thereby increasing conspicuous luxury consumption. (3) Activating mating mind-sets in consumers with a partner in love would drive the self-control mechanism and then self-licensing, thereby increasing hedonic luxury consumption. (4) In the absence of budget constraints, no matter what kind of relationship state they are in, activating mating mind-sets would drive the purchase of other luxury items. (5) Consumer gender would not moderate the influence of activating mating mind-sets on the internal mechanisms and luxury consumption.
This research focuses on the influence of mating mind-sets on different types of luxury consumption, expands the understanding of mating mind-sets effect in the marketing field, innovatively considers the moderation of consumer relationship state in love, and has theoretical contributions to related fields. In terms of practical contributions, practitioners can try to use text or pictures in luxury advertisements to activiate consumers’ mating mind-sets, or embed branded products in a media situation that evokes mating mind-sets. With subsequent psychological mechanisms, consumers can rationalize their purchase of luxury goods and reduce the negative associations of guilt. This could be the means that the practitioners can try to increase the sales of luxury goods.

目錄
論文審定書...................................................................................................................i
誌謝..............................................................................................................................ii
摘要.............................................................................................................................iii
Abstract........................................................................................................................iv
目錄.............................................................................................................................vi
圖次...........................................................................................................................viii
表次.............................................................................................................................ix
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 4
第四節、研究目的 8
第二章、文獻探討 9
第一節、求偶思維(Mating Mind-Sets) 9
第二節、印象管理之自我呈現(Self-Presentation) 13
第三節、自我控制(Self-control) 14
第四節、准許作用的自我許可(Self- licensing) 15
第五節、奢侈性消費(Luxury consumption) 16
第三章、研究架構與假說推論 20
第一節、研究架構 20
第二節、研究假說 20
第四章、預試及實驗一 25
第一節、研究方法 25
一、樣本與實驗設計 25
二、實驗刺激與前測 26
第二節、預試 38
（一）實驗程序 38
（二）變數衡量-操弄性檢驗 39
第三節、預試預結果分析 40
（一）研究樣本組成 40
（二）變數之平均數、標準差及量表信度分析 41
（三）操弄性檢驗與控制變數的檢定 42
（四）結果分析 44
第四節、實驗一 47
(一) 實驗程序 47
（二）變數衡量-操弄性檢驗 48
（三）實驗一結果分析 49
第五章、實驗二 64
第一節、研究方法 65
一、樣本與實驗設計 65
二、實驗刺激與前測 65
三、實驗程序 79
四、變數衡量 79
第二節、分析結果 81
一、研究樣本組成 81
二、變數之平均數、標準差及量表信度分析 83
四、控制變數之檢定 86
五、假說驗證 87
六、討論 93
第六章、結論與建議 95
第一節、研究發現 95
第二節、研究意涵 97
一、理論意涵 97
二、實務意涵 98
第三節、研究限制及未來研究方向 100
參考文獻 104
附錄 115
附錄一：前測一問卷 115
附錄二：前測二問卷 118
附錄三：預試問卷 122
附錄四：實驗一問卷 131
附錄五：前測三問卷 138
附錄六：前測四問卷 144
附錄七：實驗二問卷 156
圖次
圖1-1 GUCCI香水廣告的風格簡約...........................................................................2
圖1-2 Cartier手錶廣告展現尊榮及彰顯地位.............................................................2
圖1-3 CHANEL N5香水與好萊塢男星Brad Pitt合作代言.....................................3
圖1-4 DIOR JOY香水與好萊塢女星Jennifer Lawrence合作代言..........................3
圖3-1研究架構...........................................................................................................20
圖4-1實驗一研究架構...............................................................................................47
圖5-1研究二實驗架構...............................................................................................64
表次
表1-1求偶思維相關實驗研究...................................................................................7
表2-1五種奢侈品購買動機整理...............................................................................17
表4-1求偶思維評估與涉入程度之單一樣本t檢定結果........................................28
表4-2各影片之平均數比較.......................................................................................29
表4-3各影片之ANOVA多重比較..........................................................................29
表4-4女性產品奢侈性之單一樣本t檢定結果........................................................33
表4-5男性產品奢侈性之單一樣本t檢定結果........................................................35
表4-6預試產品的奢侈類型ANOVA分析表..........................................................36
表4-7預試受測者基本資料之描述統計...................................................................40
表4-8變數之平均數、標準差及量表信度分析結果...............................................41
表4-9影片操弄組別統計量.......................................................................................43
表4-10奢侈性操弄統計量.........................................................................................43
表4-11奢侈性操弄單一樣本t檢定分析結果..........................................................43
表4-12奢侈品類型辨認之統計量.............................................................................44
表4-13奢侈品辨認成對樣本t檢定結果.................................................................44
表4-14求偶思維操弄與感情狀態對於求偶思維評分之PROCESS Model 1分析結果.................................................................................................................................45
表4-15求偶思維操弄與感情狀態對於自我呈現之PROCESS Model 1分析結果.45
表4-16感情狀態干擾求偶思維操弄對於自我呈現影響之結果.............................45
表4-17求偶思維操弄與感情狀態對於自我控制之PROCESS Model 1分析結果.46
表4-18感情狀態干擾求偶思維操弄對於自我控制影響之結果.............................46
表4-19受測者基本資料之描述統計.........................................................................50
表4-20變數之平均數、標準差及量表信度分析結果.............................................51
表4-21影片類型對求偶思維及注意力影響的操弄組別統計量.............................52
表4-22奢侈性統計量.................................................................................................52
表4-23奢侈性單一樣本t檢定之分析結果..............................................................53
表4-24奢侈品類型辨認統計量................................................................................53
表4-25奢侈品類型辨認成對樣本t檢定結果..........................................................53
表4-26購買精品經驗與求偶思維激發之交叉列表.................................................54
表4-27購買精品經驗之卡方檢定分析結果.............................................................54
表4-28個人月收入對求偶思維之交叉表.................................................................55
表4-29個人月收入對求偶思維之卡方檢定結果分析.............................................56
表4-30在無伴侶的情況下求，偶思維對卡地亞購買意願之迴歸分析結果...........57
表4-31在無伴侶的情況下，求偶思維對愛馬仕購買意願之迴歸分析結果...........57
表4-32在無伴侶的情況下，求偶思維透過卡地亞購買意願對愛馬仕購買意願影響之間接效果.............................................................................................................57
表4-33在無伴侶的情況下，求偶思維透過卡地亞購買意願對愛馬仕購買意願影響之剩餘直接效果.....................................................................................................57
4-34在無伴侶的情況下，求偶思維對預算有限時卡地亞購買意願之迴歸分析結果.................................................................................................................................58
表4-35在無伴侶的情況下，求偶思維對預算有限時愛馬仕購買意願之迴歸分析結果.............................................................................................................................58
表4-36在無伴侶的情況下，求偶思維對奢侈炫耀性消費之迴歸分析結果..........58
表4-37在無伴侶的情況下，求偶思維對奢侈享樂性消費之迴歸分析結果..........59
表4-38在有伴侶的情況下，求偶思維對愛馬仕購買意願之迴歸分析結果..........59
表4-39在有伴侶的情況下，求偶思維對卡地亞購買意願之迴歸分析結果..........60
表4-40在有伴侶的情況下，求偶思維透過愛馬仕購買意願對卡地亞購買意願之間接效果.....................................................................................................................60
表4-41在有伴侶的情況下，求偶思維透過愛馬仕購買意願對卡地亞購買意願之剩餘直接效果.............................................................................................................60
表4-42在有伴侶的情況下，求偶思維對預算有限時愛馬仕購買意願之迴歸分析結果.............................................................................................................................61
表4-43在有伴侶的情況下，求偶思維對預算有限時卡地亞購買意願之迴歸分析結果.............................................................................................................................61
表4-44在有伴侶的情況下，求偶思維對奢侈享樂性消費之迴歸分析結果.........61
表4-45在有伴侶的情況下，求偶思維對奢侈炫耀性消費之迴歸分析結果.........61
表4-46實驗一假說驗證表.........................................................................................63
表5-1素人照片吸引力評估之單一樣本t檢定結果................................................67
表5-2素人組合照片吸引力評估之單一樣本t檢定結果........................................76
表5-3受測者基本資料之描述性統計.......................................................................82
表5-4變數之平均數、標準差及量表信度分析結果.................................................83
表5-5素人照片操弄組別統計量...............................................................................85
表5-6奢侈性統計量...................................................................................................85
表5-7奢侈性單一樣本t檢定之分析結果................................................................85
表5-8奢侈品類型辨認組別統計量...........................................................................86
表5-9奢侈品辨認成對樣本t檢定結果....................................................................86
表5-10品牌喜好統計量............................................................................................86
表5-11品牌喜好之成對樣本t檢定分析結果.........................................................86
表5-12購買精品經驗與求偶思維激發之交叉列表.................................................87
表5-13購買精品經驗之卡方檢定分析結果.............................................................87
表5-14在無伴侶的情況下，求偶思維對自我呈現動機之迴歸分析結果...............87
表5-15在無伴侶的情況下，求偶思維對自我控制動機之迴歸分析結果...............88
表5-16在無伴侶的情況下，求偶思維對奢侈炫耀性消費之迴歸分析結果..........88
表5-17在無伴侶的情況下，求偶思維對奢侈享樂性消費之迴歸分析結果..........88
表5-18在無伴侶的情況下，求偶思維透過自我呈現動機對奢侈炫耀性消費之間接效果.........................................................................................................................88
表5-19在有伴侶的情況下，求偶思維對自我控制動機之迴歸分析結果..............89
表5-20在有伴侶的情況下，求偶思維對自我呈現動機之迴歸分析結果..............89
表5-21在有伴侶的情況下，求偶思維對奢侈炫耀性消費之迴歸分析結果..........89
表5-22在有伴侶的情況下，求偶思維對奢侈享樂性消費之迴歸分析結果..........90
表5-23在有伴侶的情況下，自我控制透過道德感對放縱消費心態之間接效果...90
表5-24在有伴侶的情況下，自我控制對道德感之迴歸分析結果..........................90
表5-25在有伴侶的情況下，道德感對放縱消費心態之迴歸分析結果..................90
表5-26在有伴侶的情況下，求偶思維對自我控制之迴歸分析結果......................91
表5-27在有伴侶的情況下，求偶思維、自我控制對道德感之迴歸分析結果.....91
表5-28在有伴侶的情況下，求偶思維、自我控制、道德感對放縱消費心態之迴歸分析結果.................................................................................................................92
表5-29在有伴侶的情況下，求偶思維、自我控制、道德感、放縱消費心態對奢侈享樂性消費之迴歸分析結果.................................................................................92
表5-30在有伴侶的情況下，序列中介效果分析....................................................92
表5-31實驗二假說驗證表........................................................................................93

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