本研究旨在探討高獨特性需求者既想炫耀，又怕被他人模仿，使得獨特性消失的兩難心理，與其所導致不同的口碑傳播意圖，並探討時間焦點及調節焦點對口碑傳播意圖的干擾效果。
本研究採實驗設計法，以兩個實驗驗證五個假說。實驗一為2x3（獨特性需求vs. 時間焦點）組間設計，實驗二為2x2（獨特性需求vs. 調節焦點）組間設計之研究。研究結果發現，獨特性需求會影響口碑傳播意圖，高獨特性需求比低獨特性需求者有較高的傳播兩難與勸阻意圖，而且在未來時間及預防焦點的情境下，獨特性高低對傳播兩難的影響不顯著。本研究結果補足過去口碑傳播議題中，未針對時間焦點與調節焦點情境探討的學術缺口，並提供企業或行銷人員實務上的操作參考。

This study was designed to investigate psychological dilemma for who with a high need for uniqueness wants to show off, but also fear of being imitative and unique disappears, and it leads to different intentions on word of mouth. The studies also explore the interference by temporal focus and regulatory focus on word of mouth intentions.
In this study, the empirical examination design was adopted, with two experiments to verify five hypothesis.Study1 for 2 x 3( need for uniqueness vs. temporal focus) between groups design, and Study2 for 2 x 2( need for uniqueness vs. regulatory focus).The results found that the need for uniqueness will affect the intent on word of mouth, high need for uniqueness have higher dilemma and intention to scare than the low need for uniqueness, and in the situations of focusing on future time and prevention, the impact of the dilemma of the need for uniqueness is not significant. The results of the study complement the topics on word of mouth, which didn’t discussed in the context of temporal focus and temporal focus for academic gap, and provided practical reference to business or marketers.

目錄
審定書 i
謝誌 ii
中文摘要 iv
英文摘要 v
目錄 vi
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 研究流程 5
第二章 文獻探討 6
第一節 口碑傳播意圖 6
第二節 獨特性需求 10
第三節 時間焦點 15
第四節 調節焦點理論 18
第三章 實驗一 25
第一節、研究目的與假說推論 25
第二節、研究方法 28
第三節、資料結果與分析 31
第四章 實驗二 39
第一節、研究目的與假說推論 39
第二節、研究方法 42
第三節、資料結果與分析 45
第五章 結論與建議 53
第一節、研究結果 53
第二節、理論貢獻與實務意涵 57
第三節、研究限制與未來研究方向 60
參考文獻 61
附錄 68
附錄一 實驗一（現在焦點組） 68
附錄二 實驗一（未來焦點組） 75
附錄三 實驗二 （促進焦點組） 82
附錄四 實驗二 （預防焦點組） 89

 
圖目錄
圖1-1 本研究流程圖 5
圖2-1 促進焦點與預防焦點之心理變數 19
圖3-1 實驗一之整體架構圖 25
圖3-2 實驗一交互作用圖 36
圖4-1 實驗二之整體架構圖 39
圖4-2 實驗二交互作用圖 50

 
表目錄
表3-5 有效樣本分布表 31
表3-6 實驗一之信度統計表 32
表3-7 實驗一之相關性統計表 32
表3-8實驗一操弄檢定統計表 33
表3-9 實驗一 多變量分析表 34
表3-10 實驗一 獨特性需求各組平均值表 34
表3-11 獨特性需求X時間焦點 單純主要效果分析表 36
表3-12 實驗一假設驗證表 38
表4-4 有效樣本分布表 45
表4-5實驗二之信度統計表 46
表4-6 實驗二之相關性統計表 46
表4-7實驗一操弄檢定統計表 47
表4-8 實驗二 多變量分析表 48
表4-9 實驗二 獨特性需求各組平均值表 48
表4-10 獨特性需求X時間焦點 單純主要效果分析表 50
表4-11 實驗二假設驗證表 52

中文部分
李鴻典（103年9月17日）。手機撞殼超遜　BenQ推F5手機客製化。NOWnews 今日新聞。取自http://www.nownews.com/n/2014/09/17/1417111
林德國（譯）（2001）。口碑行銷（原作者：Emanual Rosen）。台北：遠流。（原著出版年：2000）

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