本研究將工具使用類型區分為人工智慧工具與傳統軟體工具，著重於探討使用人工智慧工具會使消費者產生最大化心態，並影響後續消費者的挑剔消費，並研究當消費者處於不同調節焦點及目標對象會如何影響其後續挑剔消費。本研究採用實驗設計法，透過三個實驗來驗證假設。實驗一檢驗人工智慧工具對消費者挑剔消費的影響，再進一步討論其背後的心理機制為最大化心態。實驗二檢驗第一個干擾變數調節焦點對於消費者後續挑剔消費的影響。實驗三檢驗第二個干擾變數目標對象對於消費者後續挑剔消費的影響。

本研究之實驗結果顯示，實驗一發現，相較於使用傳統軟體工具的消費者，使用人工智慧工具的消費者後續會表現出更高程度的挑剔消費，背後的原因是因為消費者會對人工智慧工具產生最大化心態。實驗二發現，消費者不同調節焦點會影響消費者後續的挑剔消費，處於促進焦點下的消費者在使用人工智慧工具的後續挑剔消費有顯著差異；但是處於預防焦點的消費者在使用人工智慧工具的後續挑剔消費沒有顯著差異。實驗三發現，目標對象也會影響消費者後續挑剔消費，當消費者以自己為目標對象時，其在使用人工智慧工具後，後續會表現出更高程度的挑剔消費；當消費者以他人為目標對象時，其在使用人工智慧工具後，會削弱人工智慧工具對消費者後續挑剔消費的影響。最後，希望本研究的實驗結果能讓學術界與實務界對於消費者的人工智慧工具使用行為有更深入的了解。

This research distinguishes between artificial intelligence (AI) tools and conventional software tools, aiming to investigate how the use of AI tools fosters a maximizing mindset, which subsequently leads to picky consumption. Regulatory focus and goal target are examined as boundary conditions. Three experiments are conducted to test the hypotheses. Study 1 examines the main effect of AI tool usage on consumers’ picky consumption and tests maximizing mindset as a potential mediating mechanism. Study 2 investigates the moderating effect of regulatory focus on consumers subsequently picky consumption. Study 3 examines the moderating effect of goal target (self vs. close other vs. distant other) on consumers subsequently picky consumption.

Study 1 found that, compared to those who used conventional software tools, consumers who used AI tools, exhibited more subsequent picky consumption. This effect was driven by the activation of a maximizing mindset induced by AI tool usage. Study 2 demonstrated that consumers’ regulatory focus moderated the impact of AI tool usage on picky consumption. Specifically, among consumers with a promotion focus, AI usage led to more picky consumption. However, no such differences were observed between AI and conventional software tool users when consumers with a prevention focus. Study 3 showed that goal target also moderated the effect of AI usage on subsequent picky consumption when consumers made decisions for themselves, AI usage resulted in more picky consumption. When making decisions for others, the effect of AI usage on picky consumption was attenuated. The findings provide consumer insight regarded how AI tool usage may influence subsequent picky consumption.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 4
第五節 研究架構與流程 5
第二章 文獻探討 7
第一節 前言 7
第二節 AI 工具 7
第三節 挑剔消費 16
第四節 最大化心態 19
第五節 調節焦點 22
第六節 目標對象 29
第七節 小結 31
第三章 研究設計與方法 32
第一節 前言 32
第二節 研究假設與架構 32
第三節 實驗設計的建立 36
第四節 小結 38
第四章 實驗一設計與分析 39
第一節 前言 39
第二節 變數的操作型定義與衡量方法 39
第三節 研究流程與問卷設計 45
第四節 實驗一的結果與分析 46
第五節 小結 52
第五章 實驗二設計與分析 53
第一節 前言 53
第二節 變數的操作型定義與衡量方法 53
第三節 研究流程與問卷設計 60
第四節 實驗二的結果與分析 61
第五節 小結 68
第六章 實驗三設計與分析 69
第一節 前言 69
第二節 變數的操作型定義與衡量方法 69
第三節 研究流程與問卷設計 75
第四節 實驗三的結果與分析 75
第五節 小結 84
第七章 結論與建議 85
第一節 前言 85
第二節 研究結果與討論 85
第三節 研究貢獻 87
第四節 研究限制 89
第五節 未來的研究方向 90
第六節 小結 93
參考文獻 94
附錄一：實驗一問卷1（使用 AI 工具） 106
附錄一：實驗一問卷2（使用傳統軟體工具） 113
附錄二：實驗二問卷1（使用 AI 工具x預防焦點） 120
附錄二：實驗二問卷2（使用 AI 工具x促進焦點） 128
附錄二：實驗二問卷3（使用傳統軟體工具x預防焦點） 136
附錄二：實驗二問卷4（使用傳統軟體工具x促進焦點） 144
附錄三：實驗三問卷1（使用 AI 工具x 以親近他人為中心的目標） 153
附錄三：實驗三問卷2（使用 AI 工具x 以疏遠他人為中心的目標） 161
附錄三：實驗三問卷3（使用 AI 工具x 以自己為中心的目標） 167
附錄三：實驗三問卷4（使用傳統軟體工具x 以親近他人為中心的目標） 173
附錄三：實驗三問卷5（使用傳統軟體工具x 以疏遠他人為中心的目標） 180
附錄三：實驗三問卷6（使用傳統軟體工具x 以自己為中心的目標） 187

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