本研究欲探究社會排斥如何影響消費者對客製化產品的購買，消費者在經歷社會排斥後會造成控制感流失，因而增加客製化產品的購買。本研究經由三個實驗來驗證假設是否成立。實驗一檢測社會排斥對客製化產品購買意願的影響，並確認控制感流失為此消費行為的背後機制。實驗二探討經歷社會排斥和社會包容之消費者在不同的客製化聯想之下（控制感vs. 樂趣感vs. 獨特感）對客製化產品偏好的影響。實驗三則探究在有無認知再評估的情境下，經歷社會排斥和社會包容之消費者的客製化產品購買意願有何影響。
實驗分析結果發現，與經歷社會包容和經歷不幸的消費者相比，經歷社會排斥會增加客製化產品的購買，而控制感流失為此行為的潛在機制。除此之外，不同的客製化聯想也會影響此效果，當客製化與控制感聯想時，比起社會包容的消費者，社會排斥的消費者對客製化產品的購買意願較高。然而，當消費者將客製化與樂趣感或獨特感聯想時，社會排斥和社會包容的消費者在客製化產品購買則沒有差異。有無認知再評估也會影響其效果，當消費者進行認知再評估時，社會排斥對客製化產品購買的影響將減少。本研究之結果除了對社會排斥與客製化產品的研究領域做出理論貢獻，亦提供行銷人員在推廣客製化產品時的管理啟示。

This research aims to investigate how social exclusion influences consumers' intention to purchase customized products. Consumers who feel socially excluded tend to experience loss of sense of control, and thus they will increase the intention to purchase customized products. Three experiments are conducted to test the purposed hypotheses. Study 1 examines the impact of social exclusion on the intention to purchase customized products, and tests loss of sense of control as the underlying mechanism behind this behavior. Study 2 investigates the moderating effect of consumer association with product customization (sense of control vs. sense of enjoyment vs. sense of uniqueness). Study 3 examines the moderating role of cognitive reappraisal.
The results show that consumers who feel socially excluded tend to purchase customized products than consumers who feel socially included and consumers who feel misfortunate. Additionally, loss of sense of control is found as underlying mechanism to explain customized product purchase behavior. Furthermore, different association with customization will also affect this effect. When consumers associate customization with sense of control, socially excluded individuals show higher intentions to purchase customized products than socially included ones. Howerver, no such differences found between socially excluded and socially included people when associating customization with sense of enjoyment or uniqueness. The impacts of social exclusion on customized product purchase are reduced when consumers are primed with cognitive reappraisal. The results of this research not only contribute to the social exclusion research but also provide marketers with managerial implications in promoting customized products.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 viii
表次 ix
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 社會排斥 8
第三節 客製化產品購買行為 14
第四節 控制感流失 15
第五節 客製化聯想 16
第六節 認知再評估 18
第七節 小節 22
第參章 研究設計與方法 23
第一節 前言 23
第二節 研究假設與架構 23
第三節 實驗設計建立 27
第四節 小結 28
第肆章 實驗一設計與分析 29
第一節 前言 29
第二節 研究變數操作型定義與衡量 29
第三節 研究設計 34
第四節 實驗一結果分析 35
第五節 小節 42
第伍章 實驗二設計與分析 43
第一節 前言 43
第二節 研究變數操作型定義與衡量 43
第三節 研究設計 47
第四節 實驗二結果分析 48
第五節 小節 54
第陸章 實驗三設計與分析 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 59
第四節 實驗三結果分析 60
第五節 小結 68
第柒章 結論與建議 69
第一節 前言 69
第二節 研究結果討論 69
第三節 研究貢獻 71
第四節 研究限制 74
第五節 未來研究建議 75
第六節 總節 78
參考文獻 79
附錄一：實驗一（社會排斥x控制感流失） 89
附錄一：實驗一（社會包容x控制感流失） 93
附錄一：實驗一（經歷不幸x控制感流失） 97
附錄二：實驗二（社會排斥x客製化聯想－控制感） 101
附錄二：實驗二（社會排斥x客製化聯想－樂趣感） 108
附錄二：實驗二（社會排斥x客製化聯想－獨特感） 115
附錄二：實驗二（社會包容x客製化聯想－控制感） 122
附錄二：實驗二（社會包容x客製化聯想－樂趣感） 129
附錄二：實驗二（社會包容x客製化聯想－獨特感） 136
附錄三：實驗三（社會排斥x認知再評估x干擾變數排序前） 143
附錄三：實驗三（社會排斥x認知再評估x干擾變數排序後） 148
附錄三：實驗三（社會排斥x無認知再評估x干擾變數排序前） 153
附錄三：實驗三（社會排斥x無認知再評估x干擾變數排序後） 158
附錄三：實驗三（社會包容x認知再評估x干擾變數排序前） 163
附錄三：實驗三（社會包容x認知再評估x干擾變數排序後） 168
附錄三：實驗三（社會包容x無認知再評估x干擾變數排序前） 173
附錄三：實驗三（社會包容x無認知再評估x干擾變數排序後） 178

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