本研究探討疾病線索對消費者良性自虐消費行為的影響，也同時試圖解釋疾病線索可能因為控制感的降低，而增加對良性自虐消費行為。良性自虐消費行為，指的是具有刺激性、能激發強烈的感官體驗，卻不會對身體造成實質傷害，例如吃辣、大力按摩等等。本研究進一步提出內隱理論(固定論 vs. 成長論)與控制剝奪情境可能會影響疾病線索與良性自虐消費行為。本實驗總共進行三個實驗。實驗一探討接觸疾病線索情境的消費者會增加良性自虐消費行為，以及控制感作為其背後的中介機制。實驗二則是引入控制剝奪情境，是否會影響疾病線索與良性自虐消費行為之間的關係。實驗三探討的是在不同的內隱理論情境下，接觸疾病線索的情境後，是否對良性自虐行為具有調節作用。
透過三個實驗的結果顯示，相較於接觸非疾病線索情境，接觸疾病線索的受測者，提高了良性自虐消費行為，而疾病線索使控制感降低是其背後機制。在控制剝奪情境下的消費者，相較於非控制剝奪情境下，在非疾病線索的情境下，也會提升其對良性自虐消費行為。但在控制剝奪情境下，則不論有無接觸疾病線索情境對良性自虐消費行為無顯著影響。而受測者在內隱理論中的成長論情境時，消費者不論在疾病線索或非疾病線索情境，對良性自虐的消費行為則無顯著差異，受測者在內隱理論為固定論的情境時，消費者在疾病線索的情境下，比起接觸非疾病線索的消費者，則依然會出現較高的良性自虐消費行為，顯示成長論情境對此關係具有的調節作用。本研究最後也提出相關的行銷與管理意涵，提供行銷人員在實務上可以的參考應用。

This research examines the effect of disease cue on subsequent consumers’ benign masochism consumption. It also explores how disease cue increases benign masochism consumption by reducing consumers’ perceived control. Implicit theory (entity vs. incremental theory) and control deprivation condition are proposed as the boundary condition. Three studies are conducted. Study 1 examines whether exposure to a disease cue enhances benign masochism consumption, with reduced perceived control as the underlying mechanism. Study 2 examines whether control deprivation reduces the effects of disease cue on benign masochism consumption. Study 3 examines whether the impacts of disease cue are subject to implicit theory.
The results show that, compared to individuals exposed to a non-disease cue, the counterparts exposed to a disease cue exhibit a stronger preference for benign masochism consumption. This effect is mediated by reduced perceived control. In addition, control deprivation condition is found as the moderator. The disease cue enhances benign masochism consumption only when individuals are primed to be in no control deprivation condition. No such effects are found when individuals are primed to be in deprivation condition. Moreover, implicit theory is found as the moderator. The disease cue enhances benign masochism consumption only when individuals are primed to be entity theorists. However, no such effects are found when individuals are primed to be incremental theorists. Finally, the study discusses the theoretical and managerial implications for marketing practitioners.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖次 vii
表次 viii
第壹章 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 研究目的與研究問題4
第五節 論文架構與研究流程5
第貳章 文獻探討7
第一節 前言7
第二節 疾病線索7
第三節 良性自虐11
第四節 控制感15
第五節 內隱理論20
第六節 小結24
第參章 研究設計與方法25
第一節 前言25
第二節 研究假設與架構25
第三節 實驗設計建立30
第肆章 實驗一設計與分析32
第一節 前言32
第二節 研究變數操作型定義與衡量32
第三節 研究的設計與流程35
第四節 實驗一結果分析36
第五節 小結42
第伍章 實驗二設計與分析43
第一節 前言43
第二節 研究變數操作型定義與衡量43
第三節 實驗的設計與流程46
第四節 實驗二結果分析46
第五節 小結51
第陸章 實驗三設計與分析52
第一節 前言52
第二節 研究變數操作型定義與衡量52
第三節 實驗的設計與流程55
第四節 實驗三結果分析56
第五節 小結61
第柒章 結論與建議62
第一節 前言62
第二節 研究結論討論62
第三節 研究貢獻64
第四節 研究限制67
第五節 未來研究與建議68
第六節 總結69
參考文獻71
附錄一：實驗一問卷1（疾病線索）85
附錄一：實驗一問卷2（非疾病線索）90
附錄二：實驗二問卷1（疾病線索x控制剝奪）95
附錄二：實驗二問卷2（疾病線索x非控制剝奪）100
附錄二：實驗二問卷3（非疾病線索x非控制剝奪）105
附錄二：實驗二問卷4（非疾病線索x控制剝奪）110
附錄三：實驗三問卷1（疾病線索x成長論）115
附錄三：實驗三問卷2（疾病線索x 固定論）125
附錄三：實驗三問卷3（非疾病線索x 固定論）135
附錄三：實驗三問卷4（非疾病線索x 成長論）145

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