消費者或多或少有過類似的經驗，剛踏進奢侈品零售店中，感受到的不是熱切、歡迎的招呼，而是店員冷漠、高傲、愛理不理的態度，這種排斥感會讓消費者產生要避免在這些地方購物的念頭。的確，奢侈品會想要藉由創造距離感來凸顯高高在上的地位，但這種距離感所造成排斥的感受對於奢侈品的行銷到底是好是壞呢？因此，本研究將探討在奢侈品情境中面臨排斥時，消費者會對原品牌之品牌依附和對其他品牌的偏好之看法。另外，消費者會根據渴望達成的不同目標來對想要消費的產品形成不同的態度，因此，本研究也將探討態度功能理論中的社會調節態度和價值表達態度所扮演之干擾角色。
本研究以實驗法分兩組實驗驗證六個假說，實驗一探討排斥情境的有無對原品牌之品牌依附和對其他品牌的偏好及社會調節態度的干擾效果。實驗二探討排斥情境的有無對原品牌之品牌依附和對其他品牌的偏好及價值表達態度的干擾效果。本研究結果發現排斥會產生較低的品牌依附，然而，在價值表達態度的干擾時，排斥會產生較高的品牌依附；而在社會調節態度和價值表達態度的干擾時，排斥會對垂直品牌產生較高的偏好。研究結果對奢侈品、社會排斥和態度功能等相關研究領域提供理論貢獻，並且提供奢侈品牌和奢侈品行銷業者實務建議，奢侈品的高傲行銷手法會造成反效果，然而，使用擁有價值表達態度之廣告文案可以緩和排斥的感受、提升消費者的品牌依附。

Consumers may more or less have similar experiences. When they step into the luxury retailers, they feel cold、arrogant and indifferent attitudes from clerks, instead of eager、welcome greeting. The rejected or condescended feelings will be a reason consumers avoid shopping in these venues. Indeed, luxury goods want to emphasize its superior status by creating the sense of distance. However, for the marketing of luxury goods, the exclusive feeling caused by the sense of distance is good or bad? Therefore, the study tried to explore the consumers’ opinion about brand attachment of original brand and brand preference of other brands, when facing exclusion in luxury retailers. Moreover, consumers will form different attitudes toward products based on their desire to achieve different goals. In addition, the study also tried to explore the moderating effects of social adjustive and value expressive functions in functional attitude theory.
The study testifies six hypothesis with experimental method and divides into two experiment. Experiment 1 discusses the phenomenon of exclusion will affect brand attachment of original brand and brand preference of other brands and the moderating effect of social adjustive function. Experiment 2 discusses the phenomenon of exclusion will affect brand attachment of original brand and brand preference of other brands and the moderating effect of value expressive function. The result shows that exclusion causes lower brand attachment of original brand. However, with the moderating effect of value expressive function, exclusion causes higher brand attachment of original brand. Also, with the moderating effects of social adjustive and value expressive functions, exclusion causes higher brand preference toward vertical brands. The result provides theory contributions to luxury goods、social exclusion and functional attitude theory, and also provides practical suggestions to luxury brands and luxury goods marketers. The arrogant marketing of luxury goods will cause counter effect to consumers, however, using the advertisements with value expressive function can ease the feeling of exclusion and rise the consumers’ brand attachment.

目錄
摘要 i
英文摘要 ii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 7
第四節 研究目的 8
第五節 研究步驟 9
第二章　文獻探討 10
第一節 奢侈品 10
第二節 社會排斥 12
第三節 品牌依附 16
第四節 水平差異與垂直差異 19
第五節 態度功能理論 24
第三章　研究架構與研究假說 28
第一節 研究架構 28
第二節 研究假說 29
第四章　實驗一 39
第一節 研究方法 39
第二節 前測 40
第三節 實驗設計 44
第四節 實驗結果 48
第五章　實驗二 57
第一節 研究方法 57
第二節 實驗設計 57
第三節 實驗結果 61
第六章　結論與建議 70
第一節 研究結果 70
第二節、研究貢獻與實務意涵 72
第三節、研究限制與未來研究方向 75
英文參考文獻 78
附錄 93
附錄一 前測問卷 93
附錄二 實驗一情境描述 107
附錄三 實驗一問卷 108
附錄四 實驗二情境描述 124
附錄五 實驗二問卷 125


圖目錄
圖1-1 研究流程圖 9
圖3-1 研究架構圖 28
圖4-1 實驗一研究架構 39
圖4-2 實驗一交互作用圖 55
圖5-1 實驗二研究架構 57
圖5-2 實驗二交互作用圖 68

 
表目錄
表4-1前測受測者基本資料之敘述性統計 41
表4-2前測題項平均數、標準差和相關數值表 41
表4-3水平品牌前測操弄檢定統計表 42
表4-4垂直品牌前測操弄檢定統計表 42
表4-5水平品牌的同質子集表 43
表4-6垂直品牌的同質子集表 43
表4-7實驗一排斥/無排斥情境描述 45
表4-8實驗一問卷題項內容與衡量 47
表4-9實驗一受試者基本資料之敘述性統計 48
表4-10變數平均值、標準差與量表信度/相關性分析結果 49
表4-11排斥情境操弄檢定統計表 49
表4-12水平品牌操弄檢定統計表 50
表4-13垂直品牌操弄檢定統計表 50
表4-14水平品牌的同質子集表 51
表4-15垂直品牌的同質子集表 51
表4-16單變量、重複量變分析結果 52
表4-17主效果平均數值表 53
表4-18情境X價值表達態度 單純主要效果分析 53
表4-19情境X價值表達態度 重複量數二因子變異數分析 54
表4-20實驗一假說驗證表 56
表5-1排斥/無排斥情境描述 58
表5-2實驗二問卷題項內容與衡量 60
表5-3實驗二受試者基本資料之敘述性統計 61
表5-4變數平均值、標準差與量表信度/相關性分析結果 62
表5-5排斥情境操弄檢定統計表 62
表5-6水平品牌操弄檢定統計表 63
表5-7垂直品牌操弄檢定統計表 63
表5-8水平品牌的同質子集表 64
表5-9垂直品牌的同質子集表 64
表5-10單變量、重複量變分析結果 65
表5-11主效果平均數值表 66
表5-12情境X價值表達態度 單純主要效果分析 66
表5-13情境X價值表達態度重複量數二因子變異數分析 67
表5-14實驗二假說驗證表 69

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