觀察臺灣社會，常見男性透過奢侈品來追求另一伴，包括將奢侈品投資在自己身上，展現社交和經濟能力，以吸引異性青睞，或是贈送奢侈品給對方，表達愛意，本研究透過實驗測試，發現這些行為也可能是受「伴侶守衛動機」影響，換言之，當男性的伴侶守衛動機被激發時，會提高其對奢侈品的購買意願。
　　本研究透過不同方式來激發男性的「伴侶守衛」動機，共進行了三個實驗。實驗一使用長篇文章情境誘發方式，發現激發男性伴侶守衛動機(vs. 未激發)確實會提高其對奢侈品的購買意願，並且購買送禮的意願又大於購買自用，另外品牌態度具有重要干擾；實驗二則加入「產品數量類型」，發現當伴侶守衛動機被激發後，不管單數或成對產品組合，購買送禮仍然會大於購買自用，尤其成對產品的呈現方式更會加大購買送禮與購買自用之間的差距；實驗三則是使用不同的方式來激發男性伴侶守衛動機，以直接在廣告圖片中加入短文標語方式，也測試「廣告視覺背景」的干擾作用，分析結果確定短文也能有效激發伴侶守衛動機，並且當廣告背景為垂直呈現時，會提高產品的知覺奢侈感，進而增加購買意願，另外也會強化伴侶守衛動機的作用。
　　本文一方面填補過去奢侈品相關研究多聚焦探討男性「自用」之購買動機，忽略其「送禮」的可能影響因素，一方面也補充產品數量類型效果和圖像基模的相關文獻，另外，也平衡性別在伴侶守衛上的差異和需求。研究結果在實務方面，建議若使用男性伴侶守衛動機進行產品行銷時，因送禮意願高於自用意願，銷售女性奢侈品較為合適，或是搭配成對產品會有較佳的效果，而在廣告設計上使用垂直視覺背景呈現，能更凸顯產品的奢侈感，以更貼近品牌意識，達到良好的行銷溝通。

Besides purchasing luxury goods for themselves, it is also common that men purchase luxury goods as gifts for their mates in Taiwan society. This research proposes that a possible reason of this behavior is mate guarding motive. In other words, once men’s mate guarding motive is triggered, it would increase their willingness to purchase luxury goods.
　　Three experiments were conducted in this research. The first experiment activated men’s mate guarding motive by reading a contextualized article and demonstrated the positive effects of men’s mate guarding motive on purchase intention of luxury goods. Additionally, men were more willingness to buy luxury goods as a gift to their mates rather than for themselves. The second experiment further investigated the interaction effects between product types (single vs. joint) and men’s mate guarding motive, which was activated by reading the same contextualized article. The results also showed that no matter there was a single product or were joint products in luxury goods advertising, men were also more willingness to buy luxury goods as a gift to their mates. However, joint products increased the difference between two kinds of purchase intention (other-gift/ self-gift). Third experiment examined the interaction effects between advertising visual background and mate guarding motive. The last experiment used a different way to trigger men’s mate guarding motive by watching a print advertisement with a short slogan. The results revealed that the advertised products would be perceived more luxury in a vertical (vs. a horizontal) advertising background. Moreover, there was a significant interaction effect between advertising visual background and men’s mate guarding motive. A vertical advertising background would strengthen the positive effects from activating men’s mate guarding motive on their purchase intention of luxury goods.
　　In sum, this research demonstrates that men’s mate guarding motive plays an important role in purchasing luxury goods. As for other contributions, on one side, this research complements the theories in single vs. joint product and in image schemas; on the other side, this research balances the gender difference in responding mate guarding motive. According to the experimental results, this research also provides some design strategies in advertising for luxury brands as the practical recommendations.

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誌謝……………………………………………………………………………...…...….i
摘要…………………………………………………………………………………...…ii
Abstract……………………………………………………………………….…….....iii
目錄………………………………………………………………………………..…....v
圖次………………………………………………………………………………..…..vii
表次………………………………………………………………………………...….viii
第一章、緒論………………………………………………………………………...…1
　第一節　研究背景………………………………………………………………...…1
　第二節　研究動機………………………………………………………………......2
　第三節　研究問題………………………………………………………………......4
　第四節　研究目的……………………………………………………………..…....4
　第五節　研究範圍…………………………………………………………..……....5
第二章、文獻探討……………………………………………………………..…....…6
　第一節　奢侈品「自用」在兩性關係中的使用動機…………………………......6
　　1.1　自我呈現 (self-expression)…………………………………………......…7
　　1.2　伴侶搜尋 (mate-searching)…………………………………………......…9
　　1.3　伴侶守衛 (mate-guarding)……………………………………………......12
　　1.4 小結……………………………………………………………………........14
　第二節　送禮與兩性關係……………………………………………………........16
　　2.1 送禮的相關研究………………………………………………………........16
　　2.2 給自己的禮物 (self-gift)……………………………………………...........17
　　2.3 贈送給他人 (other-gift)………………………………………….....……....19
　　2.4 成對禮物 (joint-gift) ………………………………………………............19
　　2.5 小結……………………………………………………………….....……...20
　第三節　廣告視覺影響……………………………………………………....…….21
　　3.1 圖像基模 (image schemas)………………………………………....…....22
　　3.2 相機角度：仰角vs.俯角……………………………………….....…….....25
　　3.3 垂直視覺vs. 水平視覺……………………………………………............26
　　3.4 小結………………………………………………………………........…...28
　第四節　文獻回顧總結………………………………………………………...….29
第三章、研究架構與假說推論……………………………………………………....31
　第一節 研究架構…………………………………………………………….....…31
　第二節 研究假說………………………………………………………….....……31
第四章、實驗一……………………………………………………………….……...37
　第一節　研究方法……………………………………………………………....…37
　第二節　分析方法……………………………………………………………....…45
　第三節　分析結果………………………………………………………………....45
　第四節　討論…………………………………………………………………....…54
第五章、實驗二………………………………………………………………….…...57
　第一節　研究方法……………………………………………………………....…57
　第二節　分析方法………………………………………………………………....61
　第三節　分析結果……………………………………………………………....…61
　第四節　討論……………………………………………………………………....74
第六章、實驗三………………………………………………………………….…...77
　第一節　研究方法…………………………………………………………….......77
　第二節　分析方法………………………………………………………………...83
　第三節　分析結果………………………………………………………………...84
　第四節　討論……………………………………………………………………...99
第七章、結論與建議……………………………………………………………….103
　第一節　研究發現與討論……………………………………………………….103
　第二節　研究意涵……………………………………………………………….107
　第三節　研究限制與未來方向…………………….……………………...…....117
參考文獻………………………………………………………………………...….122
附錄一　前測一問卷…………………….…………………………………...……133
附錄二　實驗一問卷…………………….……………………...…………………145
附錄三　實驗二問卷…………………….……………………...…………………155
附錄四　前測二問卷…………………….……………………...…………………165
附錄五　實驗三問卷…………………….……………………...…………………175

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