近年來，奢侈品牌是否負起企業社會責任受到消費者的關注，奢侈品牌也進行了各種永續創新作法以回應此趨勢，過去研究主要單獨討論奢侈品牌執行某個永續創新作法如何影響消費者對產品的感知，而與過去研究不同的是，本研究將永續創新分為成果導向與過程導向，並探討這兩種永續創新對於奢侈品牌評價的影響差異，本研究提出，相較於過程導向永續創新作法，成果導向永續創新作法會提升消費者對不耐用的感知，進而導致較低的品牌評價。此外，本研究也探討產品風格類型與產品擬人化做為干擾變數時，如何影響兩種永續創新作法的品牌評價效果。本研究進行了三個實驗，實驗一探討奢侈品牌永續創新作法對品牌評價所帶來的影響，並進一步檢驗感知不耐用性為其背後機制，實驗二探討在短暫型和恆久型產品下，永續創新作法對品牌評價的影響有何差異，最後實驗三探討當產品是否擬人化，是否會加強兩種永續創新作法在品牌評價上的差異。
　　根據實驗一的結果，相較於過程導向的永續創新，成果導向永續創新會降低奢侈品牌評價，而此效果確實是透過提高感知不耐用性所產生。實驗二發現不同產品風格類型會影響兩種永續創新作法的品牌評價效果，當永續創新應用在短暫型產品時，消費者對於不耐用性的感知較不敏感，因而對於兩種永續創新作法的品牌評價無明顯差異；但當應用在恆久型產品上，消費者則會透過感知不耐用性對成果導向奢侈品牌永續創新產生較負面的品牌評價。實驗三顯示比起產品未使用擬人化，當產品運用擬人化時，會加強兩種永續創新作法之間的差異，使得成果導向奢侈品牌永續創新的負面品牌評價更加顯著。本研究最後提出理論貢獻，並提供奢侈品牌在永續創新呈現上的實務建議，協助行銷人員了解如何以更有效的永續創新作法才能提升品牌評價。

　　Luxury brands have increasingly adopted sustainability strategies in response to consumer attention to corporate social responsibility. Different from previous research focusing on whether luxury brands engage in sustainability affect product evaluation, current research compares two types of sustainability innovation. We categorize these into outcome-based and process-based sustainability innovation and examine whether they affect brand evaluation differently. We propose that outcome-based sustainability innovation will lead to lower brand evaluation due to perceived non-durability.
　　Three experiments are conducted. Study 1 tests the impact of luxury brand sustainability innovation type on luxury brand evaluation and examines perceived non-durability as the underlying mechanism. Results demonstrate that, compared with process-based sustainability innovation, outcome-based innovation reduces brand evaluation through perceived non-durability. Study 2 examines how product type (transient vs. enduring) moderates the relationship between sustainability innovation type and brand evaluation. The results show that outcome-based sustainability innovation is less effective than process-based sustainability innovation on brand evaluation. However, no such effect on transient products. Study 3 explores the moderating role of product anthropomorphism. Study 3 demonstrates that anthropomorphism intensifies the perceived difference between two types of sustainability innovation, making negative effect of outcome-based innovation stronger.
　　This research contributes to the literature on sustainable luxury branding and offers practical guidelines for how luxury brand marketers should communicate their sustainability efforts in an effective innovation way.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 viii
表目錄 ix
第一章 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 研究目的與問題 6
第五節 研究架構與流程 7
第二章 文獻探討 9
第一節 前言 9
第二節 心理模擬 9
第三節 奢侈品牌永續創新作法 17
第四節 奢侈品牌評價 21
第五節 感知不耐用性 26
第六節 產品風格類型 30
第七節 產品擬人化 32
第八節 小結 39
第三章 研究設計與方法 40
第一節 前言 40
第二節 研究假設與架構 40
第三節 實驗設計的建立 47
第四節 小結 51
第四章 實驗一設計與分析 52
第一節 前言 52
第二節 研究變數的操作型定義與衡量方法 52
第三節 研究流程與問卷設計 55
第四節 實驗一的結果分析 56
第五節 小結 62
第五章 實驗二設計與分析 63
第一節 前言 63
第二節 研究變數的操作型定義與衡量方法 63
第三節 研究流程與問卷設計 66
第四節 實驗二的結果分析 67
第五節 小結 73
第六章 實驗三設計與分析 74
第一節 前言 74
第二節 研究變數的操作型定義與衡量方法 74
第三節 研究流程與問卷設計 77
第四節 實驗三的結果分析 78
第五節 小結 84
第七章 結論與建議 85
第一節 前言 85
第二節 研究結果與討論 85
第三節 研究貢獻 88
第四節 研究限制 91
第五節 未來研究方向 92
第六節 總結 95
參考文獻 97
附錄一：前測問卷 114
附錄二：實驗一問卷 1(成果導向奢侈品牌永續創新作法) 115
附錄二：實驗一問卷 2(過程導向奢侈品牌永續創新作法) 118
附錄三：實驗二問卷 1(成果導向奢侈品牌永續創新作法×恆久型產品) 121
附錄三：實驗二問卷 2(成果導向奢侈品牌永續創新作法×短暫型產品) 125
附錄三：實驗二問卷 3(過程導向奢侈品牌永續創新作法×恆久型產品) 129
附錄三：實驗二問卷 4(過程導向奢侈品牌永續創新作法×短暫型產品) 133
附錄四：實驗三問卷 1(成果導向奢侈品牌永續創新作法×產品非擬人化) 137
附錄四：實驗三問卷 2(成果導向奢侈品牌永續創新作法×產品擬人化) 141
附錄四：實驗三問卷 3(過程導向奢侈品牌永續創新作法×產品非擬人化) 145
附錄四：實驗三問卷 4(過程導向奢侈品牌永續創新作法×產品擬人化) 149

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