現代娛樂產業在應對現代人生活壓力和精神健康挑戰中扮演關鍵角色。捍衛戰士獨行俠作為捍衛戰士的續集，不僅在 2022 年在臺灣票房大獲成功，更成為全球票房冠軍。本研究以依附理論為基礎，以電影觀眾的懷舊情感、品牌依附和品牌愛慕作為研究焦點，針對觀看過捍衛戰士獨行俠的臺灣觀眾展開研究，詳細探討懷舊情感對品牌依附及品牌愛慕之間的影響，透過觀眾的自我一致性作為調節變項，提供深入瞭解觀眾在影片中的情感連結，並具有重要的實務和學術價值。
本研究以量化研究方法進行，透過網路問卷調查針對觀看過電影捍衛戰士獨行俠的觀眾進行資料收集，總計回收 558 份問卷，其中 533 份問卷為有效樣本，有效樣本率高達 95.52%。利用 SPSS PROCESS macro model 7 進行調節式中介效果統計分析，研究結果顯示觀眾的懷舊情感對品牌依附和品牌愛慕皆各有直接正向影響。進一步研究發現，觀眾的品牌依附在懷舊情感及品牌愛慕之間起到完全中介效果，此外，自我一致性對懷舊情感和品牌依附間亦呈現顯著的調節作用。

The modern entertainment industry plays a crucial role in addressing the lifestyle stress and mental health challenges faced by contemporary individuals. Top Gun
Maverick as a sequel to Top Gun, not only achieved significant success at the Taiwanese box office in 2022 but also emerged as a global box office champion. Grounded in attachment theory, this research focuses on the nostalgia, brand attachment, and brand love of moviegoers, particularly those in Taiwan who have watched Top Gun Maverick. The study meticulously examines the impact of nostalgia on brand attachment and brand love, incorporating self-congruity as a moderating variable. This approach aims to provide an in-depth understanding of the emotional connections’ viewers form during the film, offering valuable practical and academic insights.
Conducted through quantitative research methods, the study utilized an online survey to collect data from audiences who had watched the film Top Gun Maverick. A total of 558 questionnaires were collected, with 533 deemed as valid samples, resulting in an impressive effective response rate of 95.52%. Statistical analysis employing the SPSS PROCESS macro model 7 was conducted to examine moderated mediation effects. The results revealed that nostalgia exert direct positive influences on both brand attachment and brand Love. Further investigations demonstrated that brand attachment plays a fully mediating role between nostalgia and brand Love. Additionally, selfcongruity was identified as a significant moderator in the relationship between nostalgia and brand attachment.

論文審定書…………......………………………………….i
誌謝...................................................................................ii
摘要..................................................................................iv
Abstract .............................................................................v
目錄..................................................................................vi
圖目錄..............................................................................ix
表目錄...............................................................................x
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..............................................................5
第四節 研究目的..............................................................6
第二章 文獻探討 .............................................................7
第一節 懷舊情感..............................................................7
一、 懷舊情感之定義......................................................7
二、 懷舊情感之類型......................................................8
三、 小結........................................................................11
第二節 品牌依附............................................................11
一、 依附理論................................................................11
二、 品牌依附之定義....................................................13
三、 小結........................................................................16
第三節 品牌愛慕............................................................16
一、 品牌愛慕之定義....................................................16
二、 品牌愛慕之相關研究............................................17
三、 小結........................................................................19
第四節 自我一致性........................................................19
一、 自我一致性之定義................................................19
二、 自我一致性之相關研究........................................20
三、 小結........................................................................21
第三章 研究方法 ...........................................................23
第一節 研究架構............................................................23
第二節 研究假設............................................................23
一、 懷舊情感與品牌依附之關係................................23
二、 品牌依附與品牌愛慕之關係................................24
三、 懷舊情感與品牌愛慕之關係................................25
四、 懷舊情感透過品牌依附為中介而影響品牌愛慕.....................................................................................25
五、 自我一致性對懷舊情感與品牌依附之間的調節作用.....................................................................................26
第三節 研究對象與抽樣方法........................................27
第四節 問卷設計............................................................27
第五節 研究變項操作型定義及衡量............................27
一、 懷舊情感................................................................27
二、 品牌依附................................................................29
三、 品牌愛慕................................................................30
四、 自我一致性............................................................31
五、 基本資料................................................................32
第六節 資料分析方法....................................................33
一、 描述性統計分析....................................................33
二、 信度及效度分析....................................................33
三、 相關分析................................................................34
四、 迴歸分析................................................................35
第四章 資料分析與結果 ...............................................37
第一節 前測資料分析....................................................37
第二節 描述統計分析....................................................38
一、 生理性別................................................................40
二、 年齡........................................................................40
三、 教育程度................................................................40
四、 居住地....................................................................40
五、 每月平均可支配所得 (新臺幣).............................40
六、 職業類別................................................................40
第三節 信效度分析........................................................41
一、 信度分析................................................................41
二、 效度分析................................................................41
三、 相關分析................................................................45
四、 假設驗證-迴歸分析 ..............................................47
第四節 假設驗證整理....................................................50
第五章 結論與建議 .......................................................51
第一節 研究與討論........................................................51
第二節 研究發現............................................................51
一、 懷舊情感與品牌依附具有正向關係....................51
二、 品牌依附與品牌愛慕具有正向關係....................52
三、 懷舊情感與品牌愛慕具有正向關係....................52
四、 懷舊情感透過品牌依附進而影響品牌愛慕之正向關係.................................................................................53
五、 自我一致性高低對懷舊情感與品牌依附間具有調節作用.............................................................................54
第三節 研究意涵............................................................54
一、 學術意涵................................................................54
二、 實務意涵................................................................55
第四節 研究限制與未來研究方向................................57
參考文獻.........................................................................59
附錄一 正式問卷 .........................................................................................71

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