社會排斥即遭受拒絕、孤立，被迫結束友誼或親密關係的經驗。過去研究指出，社會排斥會影響後續的消費行為。近來各類型的廠商開始以社會排斥為題材的廣告，來推廣改善消費者各方面表現的自我改進產品。本研究主要在了解社會排斥如何影響消費者後續的自我改進產品消費，並探討消費者在不同自我建構與內隱自我信念的影響。
實驗一檢測社會關係對自我改進產品的消費，是否會受到消費者的內隱自我信念影響。研究結果發現，處與社會排斥情境的消費者，選擇自我改進產品的比例較社會接納的消費者為低。當處於社會排斥的情境時，消費者抱持本質論的內隱自我信念，其選擇自我改進產品的比例，較抱持成長論信念的消費者顯著為低；社會接納情境時，抱持成長論與本質論內隱自我信念的消費者，在選擇自我改進產品的比例無顯著差異。
實驗二檢測社會關係對自我改進產品的消費，是否會受到消費者的自我建構的影響。當處於社會排斥時，具有相依我類型自我建構的消費者，較獨立我類型自我建構的消費者，展現更高的自我改進產品購買意願；但在社會接納的情境中，具備相依我類型與獨立我類型自我建構的消費者，對自我改進產品的購買意願無顯著差異。綜上所述，希望對學術與實務在社會關係對及自我改進產品的有更深入的瞭解。

Social exclusion is a common but threatening experience of being rejected, isolated or having a friendship or romantic relationship end. Previous research suggest that social exclusion influences subsequent consumer behavior. Observations across various industries indicate that companies use social exclusion through their ads to promote self-improvement product which featured improving people’s performance. The research thus examines how social exclusion affects self-improvement product consumption. Boundary conditions associated with implicit self-theory and self-construal are considered.
In Study 1, the moderating effect of implicit self-theory is examined. The results indicate that compared with people who feel socially excluded, those who feel socially included are more likely to choose a self-improvement product. When being excluded, consumers with incremental belief are more likely to choose self-improvement product than those with entity belief. When being socially included, there is no such difference between people with incremental belief and entity belief consumers.
In Study 2, the moderating effect of self- construal is examined. When being socially excluded, consumers with interdependent self-construal are more likely to choose self-improvement product than those with independent self-construal. When consumers feel socially included, there is no such difference between people with independents and interdependents. This research provides managerial implications for marketers to promote self-improvement products by using the right combination of social relationship and self-construal or implicit self-theory belief.

致謝 i
摘要 ii
Abstract iii
目錄 iv
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 4
第四節 研究目的與問題 6
第五節 論文架構 6
第貳章 文獻回顧 8
第一節 前言 8
第二節 社會排斥 8
一、 社會排斥的定義 8
二、 社會排斥對消費者行為的影響 8
第三節 自我改進 12
一、 自我改進 12
二、 自我改進產品定義 13
第四節 內隱自我信念 14
一、 內隱自我信念的定義 14
二、 內隱自我信念對消費者行為的影響 15
第五節 自我建構 18
一、 自我建構的定義與意涵 18
二、 自我建構對消費者行為的影響 18
第六節 小結 21
第參章 研究設計與方法 22
第一節 前言 22
第二節 研究假說與架構 22
一、 社會關係對自我改進產品選擇的影響 22
二、 內隱自我信念與社會排斥對自我改進產品消費的影響效果 23
三、 自我建構在不同的社會關係下，對自我改進產品消費的影響 24
四、 消費者的掌控感在不同社會關係與自我建構下的影響 25
第三節 前測和兩個實驗的建立 25
第四節 小結 26
第肆章 實驗一設計與資料分析 27
第一節 前言 27
第二節 前測 27
一、 前測問卷設計 27
二、 前測問卷結果 30
第三節 實驗一研究變數的操作型定義與衡量 31
一、 自變數 31
二、 依變數 34
三、 個人差異變數 35
第四節 研究設計 35
一、 問卷題項設計 36
二、 抽樣方法 37
第五節 實驗一研究結果分析 37
一、 前言 37
二、 樣本背景資料分析 37
三、 信度分析 38
四、 研究設計之檢驗 39
第六節 小結 43
第伍章 實驗二設計與資料分析 44
第一節 前言 44
第二節 研究變數的操作型定義與衡量 44
一、 自變數 44
二、 中介變數 47
三、 依變數 49
四、 個人差異變數 49
第三節 研究設計 49
一、 問卷題項設計 49
二、 抽樣方法 50
第四節 研究結果分析 51
一、 前言 51
二、 樣本背景資料分析 51
三、 信度分析 52
四、 研究設計之檢驗 52
五、 購買意願為依變數之研究假設之檢驗 54
六、 以掌控感為中介變數之研究假設檢驗 58
第五節 小結 61
第陸章 結論與建議 62
第一節 前言 62
第二節 研究結果討論 62
第三節 研究貢獻 65
一、 理論貢獻 65
二、 實務貢獻 67
第四節 研究限制 68
第五節 未來研究方向 68
第六節 小結 70
參考文獻 71
一、 附錄一 實驗一正式問卷 78
二、 附錄二 實驗二正式問卷 90

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兒童福利聯盟文教基金會（2018/4/24）。2017年台灣社會大眾校園霸凌經驗調查報告。取自 https://www.children.org.tw/research/detail/69/1355