過去很多研究一直探討人們在不確定的情況下，如何做出最適的決策？然而，送禮
的決策過程也是處於不確定的情況，因為禮物的類型會根據收禮者的偏好去選擇。由於
缺乏有關對方的資訊，人們會傾向用自身的觀點去推測別人的偏好，因此，常常會做出
次級的，有時候甚至是不好的購買決定。
過去大部分的消費者決策理論都談論到人們如何為自己而買，實際上，很少有研究
消費者考慮到別人偏好的議題，而且偏好的預測對購買決定的影響也很少被探討，因
此，本研究希望去了解：
? 什麼前置因素導致送禮者會根據自身的觀點去推測收禮者的偏好？
? 不同依附風格的人，收禮者對愛情的態度如何影響禮物意義的詮譯？
本研究使用社會投射做為主要的解釋架構去解釋錯誤推測對方偏好的現象，研究發
現權力、自我揭露和送禮認知的影響是不顯著的，然而，權力及享樂對禮物滿意度的影
響方向與研究的假說一致，當調節變數(依附風格)被考慮進來時，社會投射對禮物滿意
度的影響是顯著的，而且當收禮者為逃避和焦慮依附型時，社會投射的現象會發生。

Past many studies have discussed how can individuals, under uncertainty condition,
make the optimal decisions? A gift-giving course, however, involves decision-making with
uncertainty since the selection of gift should be based on receiver’s preferences. Because of a
shortage of enough information about partners, people are inclined to depend on their own
view to predict other’s preferences. Therefore, they usually make a suboptimal, or sometimes
a bad gift-buying decision.
. Most of the past consumer decision-making theories talk about how people buy for
themselves. In fact, few researches on consumer’s decision-making consider the other’s
preferences. The effects of prediction of other’s preferences on purchase decision are rarely
investigated. Therefore, the study wishes to know:
? What are the antecedents that lead givers to predict receiver’s preferences
depending on their own view?
? Different attachment styled person: how the receiver’s attitude toward love may
affect the meaning of the gift received?
The study uses social projection as main explanation paradigm to explain the
phenomenon of wrong prediction for lover’s preferences. The findings show that the effects
of power, self-disclosure and perception of gift-giving are insignificant. However, the
directions of the effects of power and pleasure are in accordance with prediction. The effect of
social projection on satisfaction is significant when moderating variables are taken into
account. Social projection will happen when the receiver possesses avoidance and anxiety
attachment style.

第一章 緒論 .................................................................................................................... 1
第一節 研究背景 .......................................................................................................... 1
第二節 研究動機與問題 .............................................................................................. 3
第三節 研究目的 .......................................................................................................... 4
第二章 文獻探討 ............................................................................................................ 6
第一節 送禮行為與戀愛關係 ..................................................................................... 6
第二節 消費者行為決策 .............................................................................................. 8
第三節 社會投射 ........................................................................................................ 10
第四節 權力 ................................................................................................................. 14
第五節 自我揭露 ........................................................................................................ 18
第六節 認知相似性 .................................................................................................... 19
第七節 享樂/責任 ....................................................................................................... 22
第八節 依附風格 ........................................................................................................ 25
第三章 研究設計 .......................................................................................................... 29
第一節 研究架構與假說 ............................................................................................ 29
第二節 變數定義與操作化 ........................................................................................ 33
第三節 問卷設計與發展 ............................................................................................ 35
第四節 資料蒐集程序 ................................................................................................ 40
第四章 資料分析與實證結果 ..................................................................................... 41
第一節 基本資料分析 ................................................................................................ 41
一 、基本分析 ........................................................................................................ 41
IV
二 、經驗分析 ........................................................................................................ 43
第二節 信度與效度分析 ............................................................................................ 45
一 ．信度分析 ........................................................................................................ 45
二 、效度分析 ........................................................................................................ 46
第三節 因素分析 ........................................................................................................ 47
第四節 迴歸分析 ........................................................................................................ 54
一 、相關係數分析................................................................................................ 54
二 、 迴歸模型 ...................................................................................................... 56
第五章 結論與建議 ...................................................................................................... 60
第一節 研究結果與發現 ............................................................................................ 60
第二節 後續研究建議 ................................................................................................ 62
第三節 研究限制 ........................................................................................................ 63
參考文獻
一、 中文部份 ................................................................................................................ 64
二、 英文部份 ................................................................................................................ 66

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