2019年12月起，COVID-19造成空前絕後的公共衛生危機，頓時全球經濟趨勢受到重大衝擊，各企業或產業的損失難以估計，因此為了協助各企業規劃COVID-19疫情的因應策略（如拓展新業務或開發新產品等），本研究鎖定有關產品設計的變數「典型產品偏好」作為研究主軸，再者，由於COVID-19驚人的傳染力，人們時常感受到「恐懼感」與「孤獨感」，故深入探討這兩種情緒對於消費者行為的影響，最後，因人與人之間對於人際關係的見解與因應COVID-19的策略有所差異，所以特別討論「成人依附風格」與「享樂主義傾向」的效果，綜上所述，本研究欲知曉COVID-19疾病威脅對於消費者恐懼感與孤獨感的效果以及其如何影響典型產品偏好，並納入成人依附風格與享樂主義傾向作為干擾變數，進一步擴展COVID-19疾病威脅的相關研究。
本研究實驗一採用單因子（COVID-19疾病威脅：高vs.低）組間實驗設計，共蒐集84份有效樣本；實驗二則採用2（COVID-19疾病威脅：高vs.低）x 2（成人依附風格：焦慮型vs.疏離型）x 2（享樂主義傾向：避免痛苦vs.接近快樂）的三因子組間實驗設計，共蒐集395份有效樣本。研究結果顯示，相較於COVID-19疾病威脅低，COVID-19疾病威脅高會引發較高的恐懼感與孤獨感，且恐懼感會負向顯著影響典型產品偏好，而孤獨感則會正向顯著影響典型產品偏好，另一方面，對於成人依附風格為焦慮型的人而言，不論COVID-19疾病威脅高或低，其感知到的恐懼感並無顯著差異，然而對於疏離型依附風格的人而言，則是其知覺到的孤獨感無顯著差異。另一方面，對於享樂主義傾向為接近快樂的人而言，不論COVID-19疾病威脅高還是低，恐懼感並無顯著差異，再者，不論享樂主義傾向為何，其面對COVID-19疾病威脅高時，皆會產生較高的孤獨感。最後，有關恐懼感的中介作用僅會出現在疏離型依附風格的人身上，而孤獨感的中介作用則會出現在焦慮型依附風格、避免痛苦傾向與接近快樂傾向的人身上。最終本研究提出理論與實務上的建議，如證明情緒與產品偏好之間的關係以及企業可適時善用產品設計創造行銷賣點。

Since December 2019, the emergence of COVID-19 has caused an unprecedented public health crisis, causing intense fear, worry, and anxiety in people. Suddenly, the global economy has been severely impacted, and the losses of various enterprises or industries are hard to imagine. To assist companies in planning their response strategies to the COVID-19 epidemic (e.g., expanding new businesses or developing new products, etc.), this research focuses on the variable "typical product preference" related to product design as the main research direction. Due to the staggering contagiousness of COVID-19, people often feel "fear" and "loneliness". This research deeply explores the impact of these two emotions on consumer behavior. Lastly, insights on the relationship among people are different, and everyone has diverse strategies to deal with COVID-19. Therefore, the effects of "adult attachment style" and "hedonistic principle tendencies" are also discussed in this research. In conclusion, this study aims to investigate the effect of COVID-19's disease threat on consumers' fear and loneliness and how it influences typical product preferences. This research also includes adult attachment style and hedonistic principle tendencies as moderators to further expand related research on the threat of COVID-19 disease.
The experiment of this research adopted a one-way (COVID-19 disease threat: high vs. low) between-group experimental design, and the second experiment used a 2 (COVID-19 disease threat: high vs. low) x 2 (adult attachment style: dismissing vs. preoccupied) x 2 (hedonistic principle tendencies: approach happiness vs. avoidance pain) three-way between-group experimental design. The research results show that compared with the low disease threat of COVID-19, the high disease threat of COVID-19 leads to higher feelings of fear and loneliness, and fear can negatively and significantly affect typical product preferences, while loneliness can positively and significantly affect typical product preferences. Furthermore, for adults with a preoccupied attachment style, there is no significant difference in perceived fear regardless of whether the threat of COVID-19 disease is high or low, while there is no significant difference in perceived loneliness for people with the dismissing attachment style. On the other hand, for those whose hedonistic tendency is close to happiness, there is no significant difference in fear regardless of whether the threat of COVID-19 disease is high or low. Moreover, regardless of the hedonistic tendency, there will be a higher sense of loneliness when they face a higher disease threat of COVID-19. Finally, the mediating effect of fear was only seen in those with the dismissing attachment style, while the mediating effect of loneliness was seen in those with the preoccupied attachment style, the tendency to avoid pain, and the tendency to approach pleasure.
Ultimately, this study makes theoretical and practical recommendations, such as demonstrating the relationship between emotion and product preference and the timely use of product design by companies to create marketing selling points.

目錄
論文審定書 i
誌謝 ii
摘要 iii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 7
第三節 研究問題 10
第四節 研究目的 10
第貳章 文獻回顧 11
第一節 疾病威脅 11
第二節 恐懼感 20
第三節 孤獨感 24
第四節 依附風格理論 27
第五節 享樂主義 31
第六節 典型產品與非典型產品 33
第參章 研究架構與假說推論 37
第一節 研究架構 37
第二節 假說推論 37
第肆章 研究方法 48
第一節 實驗概述 48
第二節 樣本與實驗設計 48
第三節 實驗前測 49
第四節 實驗一 54
第五節 實驗二 60
第伍章 研究結果 68
第一節 實驗一之分析結果 68
第二節 實驗二之分析結果 73
第陸章 結論與建議 91
第一節 研究發現與討論 91
第二節 理論意涵 93
第三節 實務意涵 95
第四節 研究限制與未來研究方向 96
參考文獻 98
附錄 122
附錄一：前測問卷 122
附錄二：實驗一問卷 132
附錄三：實驗二問卷 137
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圖次
圖1-1 各國疫苗第一劑與第二劑接種比例 3
圖1-2 近兩年臺灣外送平台產業規模與消費金額的成長趨勢 5
圖1-3 COVID-19疫情各級警戒標準及因應事項 6
圖2-1 不同向度之成人依附風格 29
圖3-1 研究架構圖 37
圖4-1 實驗一研究架構圖 54
圖4-2 實驗一所虛構的COVID-19相關報導 55
圖4-4 實驗二研究架構圖 60
圖4-5 實驗二所虛構的COVID-19相關報導 61
圖5-1 實驗二交互作用圖（應變數：恐懼感；干擾變數：成人依附風格） 79
圖5-2 實驗二交互作用圖（應變數：孤獨感；干擾變數：成人依附風格） 80
圖5-3 實驗二交互作用圖（應變數：恐懼感；干擾變數：享樂主義傾向） 82
圖5-4 實驗二交互作用圖（應變數：孤獨感；干擾變數：享樂主義傾向） 83
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表次
表1-1 COVID-19全球累計確診數前五名 1
表1-2 COVID-19全球累計死亡數前五名 2
表2-1 傳染性疾病線索與威脅之相關研究統整 15
表2-2 COVID-19疾病威脅之相關研究統整 19
表2-3 區別不同情緒的六個維度介紹以及恐懼感的維度衡量結果 21
表2-4 典型性與非典型性的定義 34
表4-1 各產品類別的典型與非典型產品 49
表4-2 「產品典型性感知」之衡量題項 51
表4-3 前測受測者個人基本資料之描述性統計 52
表4-4各項產品的典型性感知分數與被選為最典型選項次數之統計量表 52
表4-5 正式實驗所採用的典型與非典型產品 53
表4-6 實驗一操弄的COVID-19疾病威脅 56
表4-7 「恐懼感」與「孤獨感」之衡量題項 57
表4-8 實驗一「典型產品偏好」之衡量題項 58
表4-9 「COVID-19疾病威脅感知」之衡量題項 59
表4-10實驗一「控制變數」之衡量題項 60
表4-11 實驗一操弄的COVID-19疾病威脅 62
表4-12 實驗二操弄的成人依附風格 63
表4-13 實驗二操弄的享樂主義傾向 64
表4-14 實驗二「典型產品偏好」之衡量題項 65
表4-15 「成人依附風格」之衡量題項 66
表4-16 「享樂主義傾向」之衡量題項 66
表4-17實驗二「控制變數」之衡量題項 67
表5-1 實驗一受測者個人基本資料之描述性統計 68
表5-2 實驗一變數之平均值、標準差及量表信度分析結果 69
表5-3 COVID-19疾病威脅高低之操弄性檢定 70
表5-4 實驗一COVID-19疾病威脅對恐懼感影響之平均數比較表 70
表5-5 實驗一COVID-19疾病威脅對孤獨感影響之平均數比較表 70
表5-6 實驗一之單因子共變數分析表 71
表5-7 實驗一典型產品偏好之迴歸分析表 71
表5-8 實驗一研究假說彙整 72
表5-9 實驗二受測者個人基本資料之描述性統計 74
表5-10 實驗二變數之平均值、標準差及量表信度分析結果 75
表5-11 COVID-19疾病威脅高低之操弄性檢定 75
表5-12 成人依附風格之操弄性檢定（焦慮型依附程度） 76
表5-13 成人依附風格之操弄性檢定（疏離型依附程度） 76
表5-14 享樂主義傾向之操弄性檢定 76
表5-15 實驗二典型產品偏好之迴歸分析表 77
表5-16 實驗二COVID-19疾病威脅與成人依附風格交互作用對恐懼感影響之平均數與標準差比較表 79
表5-17 實驗二COVID-19疾病威脅與成人依附風格交互作用對孤獨感影響之平均數與標準差比較表 79
表5-18 實驗二之二因子共變數分析表 80
表5-19 實驗二之單純主要效果表（COVID-19疾病威脅與成人依附風格） 81
表5-20 實驗二COVID-19疾病威脅與享樂主義傾向交互作用對恐懼感影響之平均數與標準差比較表 82
表5-21 實驗二COVID-19疾病威脅與享樂主義傾向交互作用對孤獨感影響之平均數與標準差比較表 83
表5-22 實驗二之二因子共變數分析表 83
表5-23 實驗二之單純主要效果表（COVID-19疾病威脅與享樂主義傾向） 84
表5-24 恐懼感與孤獨感之被干擾的中介效果驗證（自變數：COVID-19疾病威脅；干擾變數：成人依附風格；應變數：果汁類別的典型產品偏好） 85
表5-25 恐懼感與孤獨感之被干擾的中介效果驗證（自變數：COVID-19疾病威脅；干擾變數：成人依附風格；應變數：滑鼠類別的典型產品偏好） 85
表5-26 恐懼感與孤獨感之被干擾的中介效果驗證（自變數：COVID-19疾病威脅；干擾變數：享樂主義傾向；應變數：果汁類別的典型產品偏好） 87
表5-27 恐懼感與孤獨感之被干擾的中介效果驗證（自變數：COVID-19疾病威脅；干擾變數：享樂主義傾向；應變數：滑鼠類別的典型產品偏好） 87
表5-28 實驗二研究假說彙整 88

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