「可愛產品」在生活中隨處可見，利用可愛產生差異化，以吸引消費者的目光，使產品從競爭的市場中脫穎而出，進而創造出龐大的商機，但可愛產品真能適用任何情況嗎？
消費者對於可愛產品是否都抱持著正面的態度？本研究有三個研究議題：1.消費者對可愛產品是否存在「能力差」刻板印象？2.在何種情況下可愛產品能力差的負面刻板印象影響會更嚴重？3.是否有方法可提供行銷人員幫助消除可愛產品的負面刻板印象？
本研究採實驗設計，以三個實驗分別驗證假說。結果發現人們對可愛產品確實存在能力差的刻板印象，而導致較低的功能評價和購買意願。當消費者的購買目標為功能性時，會使消費者對可愛產品產生更低的功能評價和購買意願，不利於使用可愛產品。再者若透過試用則能讓消費者對可愛產品改觀，讓可愛產品產生比一般產品更高的功能評價和願付價格。本研究擴充產品設計相關理論，並提供行銷人員在實務建議，於可愛產品設計與行銷時做為策略的參考。

"Cute products" can be seen everywhere in our daily life. Marketers believe the cuteness of the product will not only attract the attention of consumers but also make the product stand out among the competitive market. However, are cute products really suitable for any situation? Will consumers always hold a positive attitude toward the cute products? The study includes three research questions: Firstly, does consumers think cute product as less competent? Secondly, under which situation the less-competent negative stereotype will cause stronger reactance? Thirdly, are there any ways to eliminate the impact of negative stereotypes caused by cute products?

This research uses the experimental design to form three studies to verify hypotheses. The results indicate people have “less competent” stereotype toward cute products, which further lowers functional evaluation and purchase intention of the cute products. When consumer’s consumption is utilitarian, consumers will have lower functional evaluation and purchase intention to cute products. Furthermore, if consumers get the chance to have a cute product trial, the negative views of cute products will be alleviated and make cute products earn a higher functional evaluation and willingness to pay than normal products. This study is expected to expand the academic study of product design, and provide recommendations for marketing specialists on implementing the marketing plan for cute products.

第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的與問題5
第三節 研究流程 6
第二章 文獻探討 7
第一節 可愛相關研究7
第二節 刻板印象 13
第三節 期望失驗理論19
第三章 實驗一22
第一節 研究目的 22
第二節 研究架構與研究假說 24
第三節 實驗設計 27
第四節 資料分析與結果31
第五節 研究小結 33
第四章 實驗二 34
第一節 研究目的 34
第二節 研究架構與假設36
第三節 前測40
第五節 實驗設計 43
第六節 實驗結果 47
第七節 研究小結 56
第五章 實驗三58
第一節 研究目的 58
第二節 研究架構與假設59
第三節 前測61
第四節 實驗設計 63
第六節 實驗結果 67
第六節 研究小結 74
第六章 結論與建議76
第一節 研究結果與討論76
第二節 研究貢獻 78
第三節研究限制和未來研究建議80
參考文獻82
一、中文文獻82
二、英文文獻82
附錄 92

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