本研究欲探討歷經懷舊對後續消費者購買延長保固行為的影響，同時亦研究其影響在綠色產品與否和有無產品分享訴求之下的效果，而本研究透過實驗設計的方法，利用三個實驗來進行假設的驗證。實驗一檢視歷經懷舊與後續消費者購買延長保固行為之間的因果關係，並且探討懷舊所先促發的感恩、並再連帶提升的樂觀是否為其背後的心理機制。實驗二與實驗三再進一步探討當產品的類型為綠色產品或是非綠色產品、以及有產品分享訴求或是無產品分享訴求時，其對於懷舊影響後續消費者購買延長保固行為的干擾效果。

　　根據研究的結果顯示，相較於無歷經懷舊的受測者，有歷經懷舊的受測者對於購買延長保固的行為與意願會比較低，而懷舊所先促發的感恩、並再連帶提升的樂觀能夠作為此影響背後的心理機制解釋。此外，本研究更發現綠色產品與否和有無產品分享訴求會對於此影響產生干擾效果。當產品的類型為非綠色產品時，有歷經懷舊的受測者對於後續購買延長保固的行為與意願會比無經歷懷舊的受測者來得低；而當產品的類型為綠色產品時，將會弱化歷經懷舊對於後續降低消費者購買延長保固行為的效果。另外，當產品無分享訴求的時候，有歷經懷舊的受測者對於後續購買延長保固的行為與意願會比無經歷懷舊的受測者來得低；而當產品有分享訴求的時候，將會削弱歷經懷舊對於後續降低消費者購買延長保固行為的影響。

　　透過本研究的結果，希望能夠提供實務上的貢獻，讓行銷人員在未來進行延長保固產品的銷售時，能夠有更加充分的考慮與應用。

　　This research attempts to investigate the influence of experienced nostalgia on consumers’ subsequent behavior of buying an extended service contract. Product type and product appeal are proposed as two boundary conditions.

　　In this research, three experiments are conducted. In Study 1, we investigate the relationship between experienced nostalgia and consumers’ subsequent behavior of buying an extended service contract with increased perceived gratitude and optimism as the underlying mechanisms. Study 2 further examines how different product types moderate the effect of experienced nostalgia on consumers’ subsequent behavior of buying an extended service contract. In addition to product type, Study 3 tests the moderating effect of sharing appeal.

　　The results of Study 1 indicated that, compared to participants who did not experience the nostalgia, participants experiencing nostalgia showed a lower preference for buying an extended service contract. Gratitude and optimism were found as the underlying mechanisms. The current research also shows that different product types and appeals are the moderators. The results of Study 2 showed that, compared to participants who did not experience the nostalgia, participants experiencing nostalgia presented a lower preference for buying an extended service contract when the product is perceived as a regular product. However, the main effect would be weakened when the product is a green product. Results of Study 3 suggested that, compared to participants who did not experience the nostalgia, participants experiencing nostalgia showed a lower preference for buying an extended service contract when sharing was not presented in the product appeal. Nevertheless, the main effect would be weakened when sharing was highlighted in the product appeal. The current research provides important managerial implications of promoting extended service contracts for companies and marketers.

論文審定書　ⅰ
誌謝　ⅱ
摘要　ⅲ
Abstract　ⅳ
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　5
第四節　研究目的與問題　6
第五節　研究架構與流程　7
第二章　文獻探討　9
第一節　前言　9
第二節　懷舊　9
第三節　延長保固的購買行為　14
第四節　感恩　19
第五節　樂觀　20
第六節　綠色產品　22
第七節　產品分享訴求　25
第八節　小結　27
第三章　研究設計與方法　28
第一節　前言　28
第二節　研究假設與架構　28
第三節　實驗設計的建立　32
第四節　小結　33
第四章　實驗一設計與分析　34
第一節　前言　34
第二節　變數的操作型定義與衡量方法　34
第三節　研究流程與問卷設計　43
第四節　實驗一的結果與分析　43
第五節　小結　53
第五章　實驗二前測和實驗設計與分析　54
第一節　前言　54
第二節　前測的設計與分析　54
第三節　實驗二的變數之操作型定義與衡量方法　56
第四節　研究流程與問卷設計　61
第五節　實驗二的結果與分析　61
第六節　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　74
第四節　實驗三的結果與分析　74
第五節　小結　81
第七章　結論與建議　82
第一節　前言　82
第二節　研究結果與討論　82
第三節　研究貢獻　84
第四節　研究限制　88
第五節　未來的研究方向　89
第六節　小結　91
參考文獻　92
附錄一：實驗一問卷1（有歷經懷舊）　102
附錄一：實驗一問卷2（無歷經懷舊）　110
附錄二：實驗二問卷1（有歷經懷舊x綠色產品）　118
附錄二：實驗二問卷2（有歷經懷舊x非綠色產品）　125
附錄二：實驗二問卷3（無歷經懷舊x綠色產品）　132
附錄二：實驗二問卷4（無歷經懷舊x非綠色產品）　139
附錄三：實驗三問卷1（有歷經懷舊x有產品分享訴求）　146
附錄三：實驗三問卷2（有歷經懷舊x無產品分享訴求）　153
附錄三：實驗三問卷3（無歷經懷舊x有產品分享訴求）　160
附錄三：實驗三問卷4（無歷經懷舊x無產品分享訴求）　167

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