本研究運用刺激-生理-回應(S-O-R)理論來研究品牌偏好對購買意圖的影響。具體來說，探討了愉悅和激發情緒狀態的中介作用；同時以AMC(察覺-動機-能力)的觀點加入三項干擾變數，包含自我效能、主觀規範及自我認同，用以測試其對品牌偏好與消費者情緒狀態的調節效果。
本研究使用問卷調查法，以線上訪問的方式回收了350份受試者的回饋，進行結果分析。根據研究結果顯示，品牌偏好對於消費者的情感狀態(愉悅度與激發情緒)產生積極的顯著影響；而愉悅情緒亦對購買意圖產生積極作用。此外，自我認同也對品牌偏好與情緒狀態(愉悅與激發情緒)產生調節作用，自我效能則對愉悅度有部分的調節效果。
本研究通過探討驅動消費者認知態度的心理因素以及對消費者購買決策的影響，對S-O-R理論作出了貢獻；並在AMC觀點上，採用新的視角來探討消費者的知覺程序。

The Stimulus-Organism-response Theory is solicited to research the effect of the purchase intention of brand preference of this study. Focus on the mediating effect of the emotions states of pleasure and arousal, at the same time, AMC ( awareness, motivation and capability ) three moderating variables are included to examine the brand preference and the emotional states.
Online questionnaires are collected with the method of random sample, a total of 350 questionnaires are distributed and valid. Results reveal that there are significant effect that brand preference affects customers’ emotional states, such as pleasure and arousal positively. Furthermore, we explore the moderator effect on the relationship between Self-Identity and brand preference and emotional states, plus the partially moderator effect on the relationship between Self-efficacy and pleasure.
This Study contributes to the S-O-R Theory by exploring the psychological factor that drive consumers’ cognitive attitudes and the impact of the consumers’ purchase decisions. From the perspective of AMC, a new view to explore consumers’ perception is used.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 理論背景 6
第二節 變數介紹 9
第三節 假說推導 13
第三章 研究方法 18
第一節 研究架構 18
第二節 資料來源與樣本 19
第三節 研究假說彙整 22
第四節 操作型定義與衡量方式 23
第五節 資料分析方法 29
第四章 實證分析 31
第一節 驗證性因素分析 31
第二節 相關分析 32
第三節 層級迴歸分析 34
第五章 結論與建議 40
第一節 研究分析結果 40
第二節 理論與實務意涵 43
第三節 研究限制及未來研究建議 46
參考文獻 48
一、中文 48
二、英文 48
三、網路 50
附錄 訪談(調查)問卷 51

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三、網路

"Self-Identity ." International Encyclopedia of the Social Sciences. . Retrieved July 09, 2020 from Encyclopedia.com: https://www.encyclopedia.com/social-sciences/applied-and-social-sciences-magazines/self-identity