如今的行銷領域中，懷舊扮演著重要的角色，在近日的許多研究中，都表明了懷舊會影響消費者的後續決策行為，而在本研究中發現了懷舊會增加消費者對擬人化產品的偏好，此外，本研究更進一步的檢驗自我建構和內隱人格理論將如何在被誘發懷舊後，影響對擬人化產品的偏好。



本研究共進行三個實驗，實驗一主要是檢驗懷舊與消費者對擬人化產品偏好之間的關係，並探討失落感與歸屬感需求是否為此偏好的背後機制；實驗二進一步檢測當消費者具有不同的自我建構類型時，將如何改變懷舊情緒被誘發後，消費者對擬人化產品的偏好。實驗三則是探討內隱人格理論的干擾效果。

結果顯示，與那些沒有被誘發懷舊的人相比，懷舊的消費者確實對擬人化產品有更高的偏好，而失落感和歸屬感可用來解釋此現象的背後行為機制。本研究更發現了自我建構和內隱人格理論都會對懷舊與擬人化產品偏好之間產生干擾效果，對於獨立我的人來說，被誘發懷舊的人比沒有被誘發懷舊的人更喜歡擬人化的產品，而相依我的人則沒有差別。在內隱人格的部分當中，發現本質論者比起無誘發懷舊，在誘發懷舊的情形下，會對擬人化產品有更高的偏好，而成長論者則不論有無被誘發懷舊都沒有差別。本研究的結果提供了行銷上的實務貢獻，使行銷人員在使用懷舊的行銷手法時，能有更多的利用。

Nowadays, nostalgia plays an important role in the marketing. Recent research has shown that nostalgia affects subsequent consumer behaviors. The current research proposes that nostalgia will increase consumers’ subsequent preference for anthropomorphic products. This research further examines how self-construal and implicit theory affect such product preferences after nostalgia is evocked.

Three experiments are conducted. Study 1 investiges the relationship between nostalgia and consumers’ preference for anthropomorphic products with sense of loss and need to belong as the underlying mechanisms. Study 2 further examines how consumers with different self-construal moderates the effect of nostalgia on consumers’ preference for anthropomorphic products. In addition to self-construal, Study 3 tests the moderating effects of implicit self-theory.

The results show that, compared with those who are not evoked with nostalgia, consumers evoked with nostalgia show a higher preference for anthropomorphic products. Sense of loss and the need to belong serve as the sequential underlying mechanisms to explain the phenomenon above. The current research also shows that self-construal and implicit self-theory are the moderators. For individuals with an independent self-construal, those who are evoked with nostalgia show a higher preference for anthropomorphic products than those who are not evoked with nostalgia. No such differences are found on individuals with an interdependent self-construal. Entity theorists with induced nostalgia show higher preference for anthropomorphic products than the entity theorists without induced nostalgia. No such differences are observed on incremental theorists. The research provides marketing implications of using nostalgia.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖次 ix
表次 x
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 5
第五節 研究架構與研究流程 6
第貳章 文獻探討 8
第一節 前言 8
第二節 懷舊與懷舊的影響 8
第三節 擬人化 13
第四節 失落感 18
第五節 歸屬感需求 19
第六節 自我建構類型 21
第七節 內隱人格理論 25
第八節 小結 30
第參章 研究設計與方法 31
第一節 前言 31
第二節 研究假設與架構 31
第三節 實驗設計建立 35
第四節 小結 36
第肆章 實驗一設計與分析 37
第一節 前言 37
第二節 研究變數操作型定義與衡量 37
第三節 研究設計 44
第四節 實驗一研究結果分析 44
第五節 小結 52
第伍章 實驗二設計與分析 53
第一節 前言 53
第二節 研究變數操作型定義與衡量 53
第三節 研究設計 58
第四節 實驗二研究結果分析 59
第五節 小結 67
第陸章 實驗三設計與分析 68
第一節 前言 68
第二節 研究變數操作型定義與衡量 68
第三節 研究設計 71
第四節 實驗三研究結果分析 72
第五節 小結 77
第柒章 結論與建議 78
第一節 前言 78
第二節 研究結果討論 78
第三節 研究貢獻 80
第四節 研究限制 83
第五節 未來研究建議 84
第六節 小結 86
參考文獻 88
附錄一：實驗一正式問卷1（誘發懷舊） 102
附錄一：實驗一正式問卷2（無誘發懷舊） 109
附錄二：實驗二正式問卷1（誘發懷舊 x 相依我） 116
附錄二：實驗二正式問卷2（誘發懷舊 x 獨立我） 122
附錄二：實驗二正式問卷3（無誘發懷舊 x 相依我） 128
附錄二：實驗二正式問卷4（無誘發懷舊 x 獨立我） 134
附錄三：實驗三正式問卷1（誘發懷舊 x 本質論） 140
附錄三：實驗三正式問卷2（誘發懷舊 x 成長論） 144
附錄三：實驗三正式問卷3（無誘發懷舊 x 本質論） 148
附錄三：實驗三正式問卷4（誘發懷舊 x 成長論） 152

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