臺灣博碩士論文加值系統

社會排斥為感受到被他人或社會團體拒絕、孤立的經驗，在當今強調人是群居動物的社會下，仍難以避免社會排斥的發生。從過往研究可發現，社會排斥對個體行為與心理產生許多影響，如降低個體的認知、自我調節能力與失去歸屬感等，同時也會因情感需求而對擬人化產品與品牌產生較高的偏好。然而當社會排斥發生時，個體對此事件的不同歸因也將在後續形成不同的動機、認知、情感與行為，但目前尚未有學者對此進行鑽研。本研究即以歸因角度，透過兩項實驗探討個體在經歷社會排斥後，對自我調節與衝動購物程度之影響。同時也觀察個體在遇上擬人化產品時，是否會對不同歸因之社會排斥與自我調節間的關係產生影響。
在實驗一中，發現當個體經歷外在歸因下的社會排斥時，與經歷內在歸因下的社會排斥相比，會產生較差的自我調節表現，但擬人化產品對此關係的影響並不顯著。
在實驗二中，證實了當個體經歷外在歸因下的社會排斥時，與經歷內在歸因下的社會排斥相比，會產生較較高的衝動購物程度。綜合以上，期本研究能在學術與實務層面，對社會排斥之後續影響有更深入的了解。

Social exclusion is the experience that being rejected or isolated from others, although people are social animals, it is still difficult to avoid social exclusion in our life. Previous researches suggest that social exclusion not only has many effects on individual behavior and mental state, such as reducing individual self-regulation and the sense of belonging, but also makes people have higher preference for anthropomorphic products and brands due to the need for affiliation. However, social exclusion with different attributions will cause different motivations and behaviors, which have not been studied yet. Based on the attribution theory, this research takes a novel perspective to examine the effects of social exclusion on self-regulation and impulsive buying by two studies, the research also observes the effects of anthropomorphic products on these relations. Compared with internal attribution, the research found that social excluded people with external attribution would have worse self-regulating performance in study 1, but anthropomorphic product does not have significant effects on the relationship between social exclusion and attribution. In study 2, we confirmed that social excluded people with external attribution would have higher degree of impulse buying compared with people with internal attribution.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
第一章　緒論 1
第一節 研究背景 1
第二節 研究目的 2
第二章　文獻探討 3
第一節 歸因理論 3
第二節 不同歸因下的社會排斥與自我調節間的關係 3
第三節 社會排斥與衝動購物之關係 7
第四節 擬人化的調節效果 11
第三章　研究方法 12
第一節 研究架構 12
第二節 研究變項之測量與操弄 13
一、 社會排斥與內外歸因 13
二、 衝動購物程度 14
三、 自我調節 14
四、 擬人化 15
五、 控制變數 15
第三節 前測問卷設計 15
第四節 正式實驗設計 16
一、 實驗一 16
二、 實驗二 22
第五節 實驗流程 26
第四章　研究結果 28
第一節 實驗一 28
一、 樣本結構 28
二、 效度分析 30
三、 敘述性統計與相關係數分析資料 32
四、 操弄性檢定 32
五、 假說驗證 33
六、 其他變數檢定 35
第二節 實驗二 35
一、 樣本結構 35
二、 敘述性統計與相關係數分析資料 36
三、 操弄性檢定 37
四、 假說驗證 38
第五章　結論與建議 39
第一節 研究結論 39
第二節 實務意涵 40
第三節 研究限制與未來發展 41
參考文獻 43
附錄 52
附錄一、實驗一問卷（內在歸因X擬人化版本） 52
附錄二、實驗一問卷（外在歸因X非擬人化版本） 57
附錄三、實驗二問卷（內在歸因版本） 62
附錄四、實驗二問卷（外在歸因版本） 64

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