本研究旨在探討疾病線索是否會促進消費者的迷信消費，以及解釋其背後的行為機制，我們認為疾病線索會讓人們擔心成為下一位受害者進而追求心理平靜，產生對迷信消費的偏好。此外，本研究亦納入多項個人差異與情境變數，探討在不同疾病線索之感知威脅程度下，行為抑制傾向、健康控制信念與消費情境對迷信消費帶來的不同影響。為了驗證這些假設，本研究通過七項研究進行深入探討。研究一檢驗COVID-19數據對迷信主題的搜尋強度的影響，結果顯示，在死亡率較高的疫情高峰期，人們以Google進行迷信相關搜尋量明顯上升，初步發現疾病線索和迷信消費（迷信資訊的搜尋）有正向關聯性；研究二採用圖片與文字的方式操弄疾病線索，結果顯示，相較於非疾病線索情境，在疾病線索條件下，受訪者偏好貼有幸運象徵標語的商品；研究三除了包括非疾病線索外，還考慮疾病線索的強弱，結果指出，疾病線索相較其他情境（空氣汙染與校園景觀維護）更能引發對迷信主題展覽的偏好，顯示疾病線索有助於推動迷信消費；研究四探討「成為下一位受害者的恐懼」和「追求心理平靜」這兩個連續中介變數，說明消費者如何通過心理過程轉向迷信消費，結果支持這樣的心理歷程，亦即疾病線索會增加成為下一位受害者的恐懼，並增強追求心理平靜的動機，因而增加迷信消費；研究五進一步將疾病線索依感知威脅程度分為高與低兩類，並探討個人的行為抑制傾向（BIS）是否會影響感知威脅程度對迷信消費的影響，結果顯示，對於低行為抑制傾向者而言，相較於低感知威脅，高感知威脅會引發較強的迷信態度與行為意圖；相對地，高行為抑制傾向者在面對高或低感知威脅時，則未呈現顯著差異；研究六檢驗健康控制信念（內控 vs. 外控）是否影響感知威脅程度對迷信消費的關係，結果發現，在高感知威脅下，外控信念者更偏好迷信消費；在低感知威脅下，這兩種人在迷信消費並無顯著差異，突顯健康控制信念在高感知威脅情境中的關鍵角色；最後，研究七進一步討論疾病線索在高感知威脅的情況下，健康控制信念與消費情境對迷信消費之影響，結果顯示，內控信念者在私下情境偏好迷信商品，而外控信念者則在公開情境中顯著偏好迷信消費。研究藉由這些探討深化學術界對疾病線索與迷信消費之間關係的理解，並為行銷界提供消費者行為洞察及實務建議。

This study aims to explore whether disease cues promote superstitious consumption among consumers and to elucidate the underlying behavioral mechanisms. We posit that exposure to disease cues heightens individuals’ fear of becoming the next victim, leading them to seek peace of mind and, consequently, increasing their preference for superstitious consumption. In addition, this research incorporates various individual difference variables and situational factors to examine how perceived threat levels from disease cues interact with the Behavioral Inhibition System (BIS), health locus of control, and consumption context to influence superstitious consumption.
To validate these hypotheses, we conducted seven studies. Study 1 analyzed global Google Trends data during the COVID-19 pandemic and found that search intensity for superstition-related topics increased significantly during peak mortality periods, indicating a positive association between disease cues and the desire for superstitious information. Study 2 used images and textual materials to manipulate both disease and non-disease cues conditions. The results showed that, compared to the non-disease cues condition, participants exposed to disease cues were more likely to choose products featuring slogans with lucky symbols. Study 3 included both non-disease cues and variations in disease cue intensity. It compared three contexts—disease cues, air pollution, and campus maintenance—and found that participants exposed to disease cues showed a stronger preference for superstition-themed exhibitions. These findings confirm that disease cues are more effective in promoting superstitious consumption than other health-related or neutral scenarios, highlighting the unique psychological impact of disease salience. Study 4 explored two mediating variables—fear of becoming the next victim and the seeking peace of mind—to explain the psychological process through which disease cues lead to superstitious consumption. Results supported the proposed sequential mediation model, confirming the two-step psychological pathway. Study 5 categorized disease cues into high and low perceived threat levels and examined whether individuals’ tendency toward BIS moderated the effect of perceived threat on superstitious consumption. Results revealed that individuals with low BIS tendencies showed stronger superstitious attitudes and behavioral intentions under high (vs. low) perceived threat. In contrast, individuals with high BIS tendencies showed no significant difference across threat levels. Study 6 examined the moderating role of health locus of control. Under high perceived-threat conditions, participants with an external health locus of control demonstrated a greater preference for superstitious consumption compared to those with an internal locus. However, under low-threat conditions, no significant difference was observed between the two groups, highlighting the critical role of health locus of control under high-threat contexts. Finally, Study 7 further investigated how consumption context (private vs. public) interacts with health locus of control under high-threat disease cue conditions. The results showed that internally oriented consumers preferred superstitious products in private settings, whereas externally oriented consumers showed stronger preferences for superstitious products in public contexts. Together, these findings deepen the academic understanding of the relationship between disease cues and superstitious consumption and offer practical insights for marketers seeking to understand consumer behavior under conditions of uncertainty and perceived threat.

論文審定書i
致謝 ii
中文摘要iii
英文摘要.iv
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 研究目的與問題7
第五節 研究架構8
第貳章 文獻回顧10
第一節 前言10
第二節 疾病威脅與疾病線索10
第三節 迷信消費15
第四節 成為下一位受害者的恐懼20
第五節 追求心理平靜22
第六節 行為抑制傾向25
第七節 健康控制信念27
第八節 消費情境29
第九節 小結33
第參章 研究設計與方法34
第一節 前言34
第二節 研究假設與架構34
第三節 研究方法41
第四節 小結44
第肆章 研究一設計與分析45
第一節 前言45
第二節 研究變數的操作型定義與衡量45
第三節 研究一結果分析48
第四節 小結51
第伍章 研究二設計與分析52
第一節 前言52
第二節 研究變數的操作型定義與衡量52
第三節 研究設計55
第四節 研究二結果分析55
第五節 小結58
第陸章 研究三設計與分析59
第一節 前言59
第二節 研究變數的操作型定義與衡量59
第三節 研究設計63
第四節 研究三結果分析64
第五節 小結68
第柒章 研究四設計與分析69
第一節 前言69
第二節 研究變數的操作型定義與衡量69
第三節 研究設計75
第四節 研究四結果分析76
第五節 小結80
第捌章 研究五設計與分析81
第一節 前言81
第二節 研究變數的操作型定義與衡量81
第三節 研究設計85
第四節 研究五結果分析85
第五節 小結90
第玖章 研究六設計與分析91
第一節 前言91
第二節 研究變數的操作型定義與衡量91
第三節 研究設計94
第四節 研究六結果分析96
第五節 小結99
第拾章 研究七設計與分析100
第一節 前言100
第二節 研究變數的操作型定義與衡量100
第三節 研究設計102
第四節 研究七結果分析104
第五節 小結109
第拾壹章 總結110
第一節 前言110
第二節 研究結果討論110
第三節 研究貢獻115
第四節 研究限制119
第五節 未來研究方向121
第六節 小結123
參考文獻125
附錄一-1 研究二問卷（疾病線索）143
附錄一-2 研究二問卷（非疾病線索）146
附錄二-1 研究三問卷（疾病線索）149
附錄二-2 研究三問卷（空污警告）152
附錄二-3 研究三問卷（校園景觀）155
附錄三-1 研究四問卷（疾病線索; 依變數在中介之後）158
附錄三-2 研究四問卷（疾病線索; 依變數在中介之前）164
附錄三-3 研究四問卷（非疾病線索; 依變數在中介之後）169
附錄三-4 研究四問卷（非疾病線索; 依變數在中介之前）175
附錄四-1 研究五問卷 (高威脅疾病線索)180
附錄四-2 研究五問卷 (低威脅疾病線索)185
附錄五-1 研究六前測問卷（內控信念）190
附錄五-2 研究六前測問卷（外控信念）192
附錄五-3 研究六前測結果194
附錄六-1 研究六問卷（低感知威脅 × 外控信念）195
附錄六-2 研究六問卷（低感知威脅 × 內控信念）201
附錄六-3 研究六問卷（高感知威脅 × 外控信念）207
附錄六-4 研究六問卷（高感知威脅 × 內控信念）213
附錄七-1 研究七問卷（內控信念 × 私下）219
附錄七-2 研究七問卷（外控信念 × 公開）225
附錄七-3 研究七問卷（內控信念 × 公開）231
附錄七-4 研究七問卷（外控信念 × 私下）237

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