本研究主要探討服務擬人化如何促進自我規範行為。本研究認為擬人化會激發出消費者被監看的感覺，因此觸發預期羞恥感，進而促進自我規範行為。由於現今人們逐漸開始仰賴智慧型手機裡的應用程式來提升自我規範，本研究將實驗情境鎖定在手機應用程式當中。實驗一使用健身應用程式作為自我規範促進的情境，結果顯示，相較於應用程式無擬人化，應用程式擬人化會使消費者有更高的意願使用該應用程式。實驗二及三利用飲食控制及個人財務管理應用程式，來檢驗自我建構的干擾效果，實驗結果顯示，相較於相依我的消費者，應用程式擬人化對於獨立我的消費者會有更好的效果。因此行銷人會可以透過將自我規範促進的應用程式擬人化，以獲得最高的使用意願及服務評價。

This research examines how service anthropomorphism enhances self-regulation. We proposed that anthropomorphism may trigger consumer perception of being watched and then evoke anticipated shame, which lead to self-regulation behaviors. Due to the fact that people rely on applications (APP) of smartphones to strengthen their self-regulation, we use the APP contexts as the tested scenarios. Study 1 used the APP of fitness as the context of self-regulation enhancement. The results showed that individuals exposed to APP with anthropomorphism had higher intention to adopt the service than those exposed to the same APP but without anthropomorphism. The moderator of self-construal was examined in Studies 2 and 3 with diet control and personal financial management as the test contexts. The effects of anthropomorphism were stronger on independents than interdependents. Marketers can anthropomorphize the APP service for self-regulation enhancement to maximize usage intention and service evaluation.

目錄
論文審定書 i
致謝 ii
摘要 iii
Abstract iv
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 5
第四節 研究目的與問題 8
第五節 研究架構與研究流程 8
第貳章 文獻回顧 11
第一節 前言 11
第二節 自我規範之定義 11
第三節 增強自我規範的行為 13
第四節 擬人化 16
第五節 看眼效果 36
第六節 預期羞恥感 42
第七節 自我建構理論 44
第八節 小結 49
第參章 研究假設與方法 50
第一節 前言 50
第二節 研究假設與架構 50
第三節 實驗設計建立 54
第四節 小結 55
第肆章 實驗一設計與分析 56
第一節 前言 56
第二節 研究變數操作型定義與衡量 56
第三節 研究設計 60
第四節 實驗一結果分析 62
第五節 小節 69
第伍章 實驗二設計與分析 70
第一節 前言 70
第二節 研究變數操作型定義與衡量 70
第三節 研究設計 74
第四節 實驗二結果分析 75
第五節 小節 83
第陸章 實驗三設計與分析 84
第一節 前言 84
第二節 研究變數操作型定義與衡量 84
第三節 研究設計 88
第四節 實驗三結果分析 89
第五節 小節 97
第柒章 結論與建議 99
第一節 前言 99
第二節 研究結果討論 99
第三節 研究貢獻 101
第四節 研究限制 103
第五節 未來研究與建議 104
第六節 小結 107
參考文獻 108
附錄一：實驗一（無擬人化） 124
附錄二：實驗二（相依我vs. 無擬人化） 130
附錄三：實驗三（相依我 vs. 無擬人化） 146

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