本研究欲探討偶然恐懼感如何影響消費者之多樣性尋求行為，並研究消費者在不同的調節焦點類型與自我建構類型下的影響。本研究採用實驗設計法，透過三個實驗進行假設驗證。實驗一檢驗偶然恐懼感對多樣性尋求行為的影響，透過事件回想法誘發受測者的偶然恐懼感及偶然快樂感，並加入無情緒誘發做為比較，研究消費者在有無誘發偶然恐懼下的多樣性尋求行為差異，並探討此行為之背後機制。實驗二以實驗設計法探討在不同的調節焦點類型下(預防焦點型 vs. 促進焦點型)，誘發偶然恐懼及誘發偶然快樂對消費者多樣性尋求行為的影響。實驗三則探討不同自我建構類型(相依我 vs. 獨立我)的消費者在誘發偶然恐懼及誘發偶然悲傷時對多樣性選擇行為之影響。

本研究結果顯示，有誘發偶然恐懼的消費者會表現出比無誘發偶然恐懼的消費者更高的多樣性尋求行為，且恐懼所誘發之不確定感為此行為之背後機制。然而，此效果會受到消費者的調節焦點類型影響。當消費者為預防焦點型時，誘發偶然恐懼的消費者表現出的多樣性尋求行為會高於無誘發偶然恐懼的消費者；然而，對促進焦點型的消費者來說則無此差異。除此之外，自我建構類型亦會影響偶然恐懼對多樣性尋求行為的效果。當消費者為相依我類型時，誘發偶然恐懼的消費者之多樣性尋求行為會高於無誘發偶然恐懼的消費者；但此效果在獨立我類型的人並不明顯。

This research examines the influences of incidental fear on consumers’ variety-seeking behavior with moderating effects of regulatory foucs and self-construal. The hypotheses are tested by three experiments in this research. Study 1 focuses on the effect of incidental fear on variety-seeking behavior when incidental happiness and no emotion are compared. Study 1 also tests the feeling of uncertainty as the underlying mechanism. Study 2 examines the moderating role of regulatory focus when incidental fear is compared with incidental happiness. Study 3 investigates the moderating role of self-construal when incidental fear is compared with incidental sadness.

The results demonstrate that consumers with incidental fear tend to show more variety-seeking than the counterparts without incidental fear. Moreover, the feeling of uncertainty serves as the underlying mechanism to explain why incidental fear leads to variety-seeking. This effect is influenced by consumers’ regulatory focus. For prevention-focused consumers, those with incidental fear show higher variety-seeking than those without such fear. For promotion-focused consumers, no such differences are found. The effect of incidental fear on variety-seeking behavior is also affected by consumers’ self-construal. The effect of incidental fear are found on interdependents, but not on independents.

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 4
第四節 研究目的與問題 5
第五節 研究架構 6
第貳章 文獻探討 8
第一節 前言 8
第二節 偶然恐懼感 8
第三節 多樣性尋求行為 15
第四節 不確定感 22
第五節 調節焦點理論 23
第六節 自我建構理論 27
第七節 小結 31
第參章 研究假設發展 32
第一節 前言 32
第二節 研究假設與架構 32
第三節 實驗設計建立 36
第四節 小結 37
第肆章 實驗一設計與結果 38
第一節 前言 38
第二節 研究變數的操作型定義及衡量 38
第三節 研究設計 41
第四節 實驗一研究分析 41
第五節 小結 47
第伍章 實驗二設計與結果 48
第一節 前言 48
第二節 前測 48
第三節 研究變數的操作型定義及衡量 50
第四節 研究設計 53
第五節 實驗二研究分析 53
第六節 小結 58
第陸章 實驗三設計與結果 59
第一節 前言 59
第二節 前測 59
第三節 研究變數的操作型定義及衡量 60
第四節 研究設計 63
第五節 實驗三研究分析 63
第六節 小結 68
第柒章 結論與建議 69
第一節 前言 69
第二節 研究結果討論 69
第三節 研究貢獻 71
第四節 研究限制 73
第五節 未來研究建議 75
第六節 小結 76
參考文獻 77
附錄一 實驗一問卷1 (恐懼版本) 86
附錄一 實驗一問卷2 (快樂版本) 89
附錄一 實驗一問卷3 (無情緒版本) 92
附錄二 實驗二問卷1 (預防焦點版本) 95
附錄二 實驗二問卷2 (促進焦點版本) 98
附錄三 實驗三問卷1 (相依我版本) 101
附錄三 實驗三問卷2 (獨立我版本) 104

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