在行銷領域中，品牌經常使用產品暱稱取代了產品正式的名稱。因為產品暱稱具有簡單好記的特性，產品暱稱能夠讓消費者更快地記住產品，並且便於消費者在社群上進行傳遞和分享。因此，消費者逐漸地習慣使用產品暱稱稱呼產品，產品暱稱已經漸漸地取代產品正式的名稱。
本研究主要探討產品暱稱對產品態度的影響，以心理擁有權為中介，並加入暱稱相關性為調節效果。暱稱代表一種具親暱性的名稱，本研究探討當使用產品暱稱時，消費者是否會因為暱稱的使用而對產品產生一種「擁有的感覺」，也就是心理擁有權。並探討心理擁有權是否可以增強消費者與產品之間的關係，引起消費者對產品正面的態度。然而，品牌使用產品暱稱能成功的重要前提，取決於產品暱稱與產品的相關程度。當產品暱稱與產品的特色或功效高度相關，並能幫助消費者了解產品時，產品暱稱才能增加消費者對產品的正面態度。
透過本研究結果發現，產品暱稱對消費者的產品態度具有正面的效果，並證實了心理擁有權的中介效果，當消費者產生心理擁有權時，消費者會進而對產品有正面的態度與評價。另外，本研究也發現使用產品暱稱時，消費者對產品的態度會受到產品暱稱相關性的調節。當產品暱稱相關性高時，會增強消費者對產品的態度；相反地，當產品暱稱相關性低時，會削弱消費者對產品的態度。

In the field of marketing, instead of using formal product names, brands often use product nicknames to communicate with consumers. Because product nicknames are short and catchy, product nicknames can let consumers remember products more quickly. Therefore, consumers have gradually used product nicknames when they talk about products, especially in social media use.
The main idea of this article is to study the influence of product nicknames on product attitude and use psychological ownership as the mediator. First, given that nicknames represent a kind of intimacy, this article figures out whether consumers will have a sense of "subjective feelings of ownership", that is, psychological ownership of products when using product nicknames, and then study whether psychological ownership can enhance product attitude. Second, this article adds nickname relevance as the moderator. The key to successfully using product nicknames depends on how relevant the product nickname is to the product. When product nicknames are highly correlated with products’ features, consumers can get to know the product.
The study proved that product nicknames have a positive effect on consumers' product attitudes, and the mediating effect of psychological ownership is also confirmed. When consumers have a sense of psychological ownership, consumers will have a positive attitude toward products. In addition, this study also found that when using product nicknames, consumers' attitude toward products is moderated by the nickname relevance. When a nickname has great relevance to the products, it will enhance the consumer's attitude toward the product, and vice versa.

目錄
論文審定書i
致謝ii
中文摘要iii
Abstractiv
第一章、緒論1
第一節 研究動機與背景1
第二節 研究目的4
第三節 研究流程4
第二章、文獻探討6
第一節 產品暱稱6
第二節 心理擁有權8
第三節 產品態度9
第三章、研究假設與研究架構12
第一節 研究假設12
第二節 研究架構14
第三節 研究方法15
第四章、研究結果分析18
第一節 前言18
第二節 樣本背景資料分析18
第三節 信度分析19
第四節 操弄檢定20
第五節 研究假設檢定21
第六節 假設檢定結果與總結22
第五章、結論與建議24
第一節 綜合討論24
第二節 研究貢獻25
第三節 未來研究建議與限制25
參考文獻27
附錄一33
附錄二38

圖次
圖1- 1 YSL (Yves Saint Laurent) 的「小金條」口紅2
圖1- 2雅詩蘭黛 (Estee Lauder) 的「小棕瓶」精華液2
圖1- 3 Toyota的「神A」3
圖1- 4巴黎世家 (Balenciaga) 的「機車包」3
圖1- 5研究流程圖5
圖2- 1三成分態度模型 (The Tri-Component Attitude Model)11
圖3- 1研究架構圖14
圖4- 1心理擁有權之中介效果22

表次
表2- 1常見的產品暱稱7
表3- 1產品暱稱的操作型定義與衡量15
表3- 2心理擁有權的操作型定義與衡量16
表3- 3產品暱稱相關性的操作型定義與衡量16
表3- 4產品態度的操作型定義與衡量17
表4- 1問卷樣本人口統計資料18
表4- 2問卷各題項之信度分析20
表4- 3假設驗證結果23

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黃宏偉（2015）。探討員工心理擁有感對於資訊安全順從行為的影響。國立中山大學資訊管理學系研究所碩士論文。

許芙綿（2015）。探討品牌態度、品牌關係及品牌忠誠度的關聯模式-以運動品牌為例。國立屏東大學國際貿易學系碩士班碩士論文。

黃均莉（2016）。品牌暱稱對於消費者行為之影響─以信任、興趣、購買意願探討。國立臺灣科技大學企業管理系碩士論文。

張勻慈（2018）。置入性行銷的「糖衣陷阱」— 探討擬社會互動與情節連結如何調節知覺真實性的中介效果。國立中山大學行銷傳播管理研究所碩士論文。

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