孤獨感為現代社會常見的負面情感。各國的相關調查皆顯示，感到孤獨的人口比例逐漸攀升，孤獨因此成了舉世注目的重要議題，寂寞經濟的熱潮也隨之應運而生，與之相關的商機隨著這波名為孤獨的流行病蔓延開來。
許多研究聚焦孤獨感引發的補償性消費行為，但鮮少區分對不同面向關係的渴望，且甚少與品牌行銷作連結。本研究採行實驗研究法，探討短暫孤獨感透過渴望社會連結，影響大眾品牌與小眾品牌的相對偏好。結果發現：一般而言，短暫孤獨程度越高，會提升大眾品牌相對偏好，但其作用機制有所差異，(1) 當經歷暫時性的短暫孤獨感時，會產生較高程度的渴望社會連結、關係數量需求，進而增加大眾品牌偏好；但 (2) 當經歷被忽視型的社會排斥，無論關係規範為交換或共享型，以及對於追求愉悅者來說，短暫孤獨感會降低渴望社會連結、關係品質需求，進而增加大眾品牌偏好。例外情況有三：(1) 長期孤獨高程度者會迴避社交，短暫孤獨程度不影響品牌偏好；(2) 對於長期孤獨中程度者，短暫孤獨程度會提升關係品質需求與降低大眾品牌偏好；(3) 對於追求意義者來說，短暫孤獨感會提升關係品質需求，且此時關係品質需求會增加大眾品牌偏好。
本研究成果對短暫孤獨者的心理機制、補償性消費、長期與短暫孤獨的互動效果、關係規範、追求目標與大小眾品牌偏好具有理論貢獻。在實務意涵方面，可提供大眾品牌與小眾品牌業者、單身產業與商務旅宿業採行相關行銷策略規劃，促使消費者意識到補償性消費與身心狀態之關聯性，並提供政府擬定孤獨感相關心理衛生政策參考。

Loneliness is a prevalent negative emotion in modern society. Surveys across countries consistently show a rising proportion of people who feel lonely, making loneliness a globally recognized issue. This has also given rise to the “loneliness economy,” in which related business opportunities have expanded alongside.
Many studies have focused on compensatory consumption behaviors induced by loneliness, yet few have distinguished between different aspects of relational desires, and even fewer have connected these to brand marketing. This research adopts an experimental design to investigate how temporary loneliness, through the desire for social connection, influences relative preferences for mass versus niche brands. The findings reveal that, in general, higher levels of temporary loneliness increase relative preferences for mass brands, though the underlying mechanisms differ. (1) When experiencing temporary loneliness, individuals exhibit greater desire for social connection and relationship quantity, which in turn enhances their preference for mass brands. However, (2) when experiencing neglect-type social exclusion, regardless of whether relationship norms are exchange or communal, and particularly for pleasure-pursuing individuals, temporary loneliness reduces the desire for social connection and relationship quality, thereby increasing preferences for mass brands. Three exceptions were identified: (1) Individuals with high levels of chronic loneliness tend to avoid social interactions, so temporary loneliness does not affect brand preference; (2) for those with moderate levels of chronic loneliness, temporary loneliness increases the need for relationship quality and reduces preference for mass brands; and (3) for meaning-pursuing individuals, temporary loneliness enhances the need for relationship quality, which in this case increases preference for mass brands.
This study contributes theoretically to the understanding of the psychological mechanisms of temporary loneliness, compensatory consumption, the interaction between chronic and temporary loneliness, relationship norms, goal pursuit, and preferences for mass versus niche brands. From a practical perspective, the findings provide implications for marketing strategies of mass and niche brand operators, as well as for industries such as the singles market and business hospitality. They also help consumers recognize the relationship between compensatory consumption and psychological states, and offer references for governments in formulating mental health policies related to loneliness.

論文審定書 i
致謝 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 6
第三節、研究問題 12
第四節、研究目的 13
第二章 文獻探討 14
第一節、孤獨感 14
第二節、大眾品牌與小眾品牌 26
第三節、解釋水平理論 30
第四節、關係規範 33
第五節、追求愉悅與追求意義 37
第三章 研究架構與假說推論 41
第一節、研究架構 41
第二節、假說推論 42
第四章 實驗一 51
第一節、研究方法 51
第二節、分析結果 68
第五章 實驗二 98
第一節、研究方法 98
第二節、分析結果 120
第六章 實驗三 150
第一節、研究方法 150
第二節、分析結果 162
第七章 結論與建議 200
第一節、研究發現 200
第二節、研究意涵 210
第三節、研究限制與未來研究方向 226
參考文獻 232
附錄 254
附錄一：前測一 254
附錄二：實驗一 263
附錄三：前測二 274
附錄四：前測三 281
附錄五：實驗二 290
附錄六：前測四 307
附錄七：前測五 311
附錄八：實驗三 315

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