行銷業者通常深信當產品訊息能運用身份認同行銷，越明確表達產品與目標客群身份認同的適配性時，將產生更好的說服效果。然而，身份認同行銷訊息，依照與消費者認同相關的緊密程度，可分為高度相關的「身份認同定義」訊息，和中度相關的「身份認同關聯」訊息。研究指出，在消費者擁有廣告訊息描述的身份認同時，高度明確相關的身份認同定義訊息，不但無法引發比身份認同關聯訊息更佳的行銷效果，反將威脅消費者自我表達主體性，引起抗拒心理。然而，在自我表達主體性會隨情境改變的情況下，本研究探討消費情境中，是否存在任何情境機制能有效干擾自我表達主體性，並讓身份認同定義與關聯產品訊息在不同的干擾情境中產生不同廣告標語評價、廣告評價與產品評價。綜觀各種消費情境，自我表達主體性可能會受產品高低身份認同相關程度與自我建構干擾，因此本研究從這兩個情境機制深入探究。
本研究以實驗法驗證四個假說，實驗一為2 (不同身份認同相關程度產品訊息)×2 (產品高低身份認同相關程度)受測者間設計。實驗二為2(不同身份認同相關程度產品訊息)×2 (自我建構)受測者間設計。研究發現: (一) 產品身份認同相關程度與自我建構可有效成為身份認同相關訊息說服效果的干擾因子。(二)產品為身份認同高相關或是自我建構為獨立我時，將引發較高的自我表達主體性，進而使個體排斥定義訊息，並偏好關聯訊息。(三) 在產品為身份認同低相關或是自我建構為互依我時，自我表達主體性將不顯著，進而對定義訊息和關聯訊息產生相似的偏好。(四)在產品為身份認同高相關，或自我建構為獨立我時，自我表達主體性會有顯著的中介效果。然而，在產品為身份認同低相關，或是互依我時，自我表達主體性中介效果則不顯著。本研究期望藉由以上驗證的研究結果，不僅能豐富身份認同行銷對自我表達主體性影響的學術研究外，也能提供行銷業者在身份認同行銷上的實務建議。

Marketers often believe advertising message can strengthen its marketing effect through precisely express their fit with target consumer’s identity. Based on the explicitness of message stressing the fitness with target consumers’, identity marketing message can be separated into two categories: identity- defining message with high explicitness and identity- relevant message with medium exlicitness.
In contrast with what marketers’ understanding, study indicates that though identity-defining message can explicitly express the fit with target consumers’ identity, it might suppress consumers’ agency in expression and cause reactance. However, since other studies also indicate consumers’ agency will alter with the contexts, we go further to test if self-construal and product category can be the factors to interfere consumer’s agency and then affect the marketing effect generated by identity- defining and identity- relevant message.
Our study use experiment to exam four hypotheses. The results are the followings: Firstly, product category and self-construal can be the effective factors to interfere consumers’ agency. Secondly, when product is high identity-relevant or the self- construal is independent, agency will become more salient, which makes consumers favor the identity-relevant message more than identity-defining message. Thirdly, when product is low identity relevant or self-construal is interdependent, agency become less salient, which makes preference for both message is nearly the same. Fourthly, consumer’s agency will have salient mediating effect when the product is high identity relevant or the self-construal is independent. With the results mentioned above, we expect this study will not only enrich the academic study related to identity marketing, but also provide practical advice for marketing plan implementing.

論文審定書 i
中文摘要 iii
英文摘要 iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第四節 研究目的 7
第五節 研究步驟 8
第二章 文獻探討 9
第一節 身份認同與行銷 9
一、身份認同(Identity)定義 9
二、身份認同與日常生活行為 10
三、身份認同與消費者行為 11
四、消費者自我表達主體性的需求 14
五、自我表達主體性之情境性 17
六、小結 18
第二節 自我建構理論 20
一、自我建構的定義 20
二、互依我與獨立我 21
（一）　獨立我 21
（二）　互依我 21
三、自我建構與主體性 22
四、小結 24
第三節 產品身份認同相關程度 26
小結 27
第三章 研究架構與假說推論 28
第一節 研究架構 28
第二節 研究假說 29
第四章 實驗一 34
第一節 研究方法 34
一、實驗概述 34
二、實驗程序 35
三、變數操弄與變數衡量 36
第二節 分析結果 41
一、研究樣本 41
二、變數平均值、標準差與量表信度分析 41
三. 操弄檢定 42
四. 假說驗證 45
五、小結 51
第五章 實驗二 53
第一節 研究方法 53
一、樣本和實驗概述 53
二、實驗程序 54
三、變數操弄與變數衡量 54
第二節 分析結果 58
一. 研究樣本 58
二、變數平均值、標準差與量表信度分析 58
三. 操弄檢定 59
四. 假說驗證 61
五. 小結 67
第六章 結論與建議 69
第一節 研究討論 69
第二節 理論意涵 71
第三節 實務意涵 73
第四節 研究限制與未來研究建議 75
參考文獻 78
附錄 一 84
附錄 二 94

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