臺灣博碩士論文加值系統

在這個社會結構改變，單身人口比例增加的情況下，許多業者將自我贈禮概念使用在廣告文宣以及各種行銷手法中，因而使自我贈禮行為越來越常見；此外，消費者與品牌的夥伴關係建立也是企業在經營上所面臨的重要議題，而不同的人格也會產生消費者不同的判斷與認知，本研究人格採用社會支持需求及物質主義進行探究，並驗證品牌夥伴關係及兩種人格是否會對自我贈禮意願造成影響。
本研究透過品牌化妝品的贈禮品項，探討夥伴品牌、社會支持需求與物質主義對自我贈禮意願之影響，研究結果發現，（1）夥伴品牌對自我贈禮意願有顯著正向影響；（2）社會支持需求對自我贈禮意願有顯著正向影響；（3）社會支持需求會強化夥伴品牌對自我贈禮意願的正向影響；（4）物質主義會顯著正向影響自我贈禮意願，本研究針對上述發現，提出管理意涵及具體建議，以供實務應用及後續研究的參考。

In this changing social structure, the proportion of single people increased, many industry will use the concept of self-gift in a variety of advertising propaganda and marketing techniques, thus the behavior of self-gifting are becoming more common. In addition, building partnerships between consumer and brand is an important issues that enterprise face in the business. In this study, personalities use social support needs and materialism to explore and examine whether brand as partner and both personalities will affect self-gifting intention. This study will discuss influence of brand as partner, social support need, and materialism on self-gifting intention via brand cosmetics as gifts. The results show that（1）brand as partner has significant positive influence on self-gifting intention；（2）social support need has significant positive influence on self-gifting intention；（3）social support need positively interferes with the effect of brand as partner on self-gifting intention；（4）materialism has significant positive influence on self-gifting intention. This study proposes the management implications and specific recommendations for practical operation in accordance with the above findings as the reference for the practical application and follow-up studies.

摘要 ii
ABSTRACT iii
誌 謝 iv
目錄 v
表目錄 vii
圖目錄 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 4
第二章 文獻探討 6
第一節 自我贈禮 6
第二節 社會支持需求 14
第三節 物質主義 20
第四節 擬人化品牌角色 24
第五節 各變項間之相關研究 29
第三章 研究設計與方法 31
第一節 研究架構 31
第二節 研究假說 32
第三節 研究變數之操作性定義與衡量 34
第四節 研究範圍 38
第五節 研究設計 39
第六節 統計方法 41
第四章 研究結果 43
第一節 研究一 43
第二節 研究二 52
第五章 結論與建議 60
第一節 研究結論 60
第二節 學術與實務意涵 62
第三節 研究限制與建議 63
參考文獻 65
附錄 問卷 73
研究一問卷(A) 73
研究一問卷(B) 82
研究二問卷 90

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