有鑒於實務上數值資訊對行銷環境的重要性，過往研究對於數值特徵會如何
影響消費者的行為已有諸多討論，然對於人們會將數值擬人化及賦予情緒感知的
研究相對較少。最新的研究證實，感知不可整除數（相較於感知可整除數）由於
被消費者視為缺乏「聯繫」，因此會被視為更孤獨。有別於孤獨總是帶來負面的
結果，近期關於教育、社會心理領域的研究顯示，孤獨對於個體具有積極正向的
意義，故本研究加入受教育心理學界重視的「獨處」概念，以古文詩詞、當代流
行歌曲中的隱喻線索，進一步探討消費者在不同心理距離下，感知數值孤獨可能
引發的正（崇高）負（寂寞）面心理感知，如何影響消費者對產品的態度及購買
意願。
本研究採2（心理距離：遠vs.近）×2（數值類型：感知不可整除數 vs.感知
可整除數）的二因子組間實驗設計，共執行一次前測及一項正式實驗，邀請年滿
20 歲（含）以上，具消費行為能力及獨處經驗的受測者參與，共回收210 位有效
樣本。經問卷分析結果發現：（1）茶飲廣告中的感知不可整除數（相較感知可
整除數）對消費者的感知數值崇高具有正向顯著影響，對消費者的感知數值寂寞
則無顯著差異；（2）感知數值崇高完全中介數值類型對產品態度及購買意願的
效果；（3）感知數值崇高正向影響產品態度與購買意願。

In view of the practical importance of numerical information to the marketing
environment, past research has included a lot of discussion on how numerical features
affect consumer behavior. However, there are relatively few studies on how people
personify numerical values and attribute emotional perception to them. The newest
research confirms that perceiving non-divisible numbers (compared to perceiving
divisible numbers) is perceived by consumers as a lack of "connection" and is perceived
as lonelier. Different from the fact that loneliness always brings negative consequences,
recent research in the fields of education and social psychology shows that aloneness
has a positive significance for individuals. Therefore, this study explores how the
positive (solitude) and negative (lonely) psychological perceptions that may be
triggered by consumers' perception of numerical aloneness under different
psychological distances affect consumers' attitudes towards products and purchase
intentions.
This study adopts a two-factor between-group experimental design of 2
(psychological distance: far vs. near) × 2 (numeric type: perceived non-divisible
numbers vs. perceived divisible numbers). A total of one pre-test and one formal
experiment were conducted. Invited Subjects aged 20 or above (inclusive), capable of
consuming behavior, and experienced in being alone participated, and a total of 210
valid samples were collected. The results of the questionnaire analysis revealed that: (1)
Perceived indivisible numbers (compared to perceived divisible numbers) in tea
advertisements have a positive and significant impact on consumers’ perceived
numerical sublimity, but there is no significant difference in consumers’ perceived
numerical loneliness; (2) Perceived numerical sublimity completely mediates the effect
of numerical type on product attitude and purchase intention; (3) Perceived numerical
sublimity positively affects product attitude and purchase intention.

論文審定書..................................................................................................................... i
誌謝................................................................................................................................ ii
Abstract ......................................................................................................................... iv
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 .................................................................................................. 2
第三節 研究問題 .................................................................................................. 6
第四節 研究目的 .................................................................................................. 6
第二章 文獻回顧.......................................................................................................... 8
第一節 數值資訊 .................................................................................................. 8
第二節 概念隱喻 ................................................................................................ 10
第三節 孤獨 ........................................................................................................ 16
第四節 解釋水平 ................................................................................................ 25
第三章 研究架構與假說............................................................................................ 34
第一節 研究架構 ................................................................................................ 34
第二節 研究假說 ................................................................................................ 34
第四章 研究方法...................................................................................................... 43
第一節 正式實驗設計概述 ................................................................................ 43
第二節 實驗前測 ................................................................................................ 43
第三節 前測分析結果 ........................................................................................ 49
第四節 正式實驗 ................................................................................................ 56
第五章 研究結果...................................................................................................... 62
第一節 樣本敘述性統計 .................................................................................... 62
第二節 數值類型正確填答率 ............................................................................ 64
第三節 問卷量表信度分析 ................................................................................ 65
第四節 操弄性檢驗 ............................................................................................ 65
第五節 廣告生態效度檢測 ................................................................................ 66
第六節 潛在控制變數檢定 ................................................................................ 66
第七節 假說驗證 ................................................................................................ 67
第八節 研究結果 ................................................................................................ 73
第六章 結論與建議.................................................................................................. 75
第一節 研究發現與討論 .................................................................................... 75
第二節 研究貢獻 ................................................................................................ 76
第三節 研究限制與未來研究方向 .................................................................... 83
參考資料...................................................................................................................... 87
附錄............................................................................................................................ 110
附錄一：前測問卷 ............................................................................................ 110
附錄二：正式實驗問卷（以版本一為例） .................................................... 122
附錄三：正式問卷各版本內容 ........................................................................ 129

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