消費者為了滿足或接近心中幻想所進行的消費行為稱之為「消費幻想」，過去學者對此觀念的探討專注於針對特定商品或服務，以質性研究方式，了解消費者特定的幻想內容與誘發因素。而雖然行為學者均證實，幻想行為會誘發正面情緒，且個人幻想傾向亦會對幻想內容引發，但對此關係仍缺乏實證研究，基於以上原因，本研究分為兩大實驗進行討論。
在實驗一中，本研究以不同文字內容（幻想型及資訊型）為自變數，探討其對正面情緒與購買意願之影響效果，並加入服務類型（享樂型服務與效用型服務）為調節變數。研究結果顯示，在效用型服務（租車業）中，消費者所產生的正面情緒差異不大，但在享樂型服務中（旅遊業），幻想型資訊所引發的正面情緒顯著高於資訊型資訊。
在實驗二中，本研究探討不同資訊呈現方式對正面情緒與購買意願之影響，同時加入個人幻想傾向為調節變數。研究結果發現，對低幻想傾向消費者而言，文字所引發的正面情緒最低，單純使用圖片或圖文並呈的效果是相仿的；反之，對高幻想傾向的受試者而言，只有圖片或單純使用文字都可以產生高度而且沒有顯著差異的正面情緒，故不同特質的受試者對於不同資訊呈現方式有顯著的反應差異。此外，本研究亦實證了因幻想引發的正面情緒與購買意願據顯著效果。
藉由本研究結果，建議服務業者可於平面廣告上透過操弄消費者幻想意象，達到誘發消費之目的，同時，亦應設法了解目標顧客之幻想傾向，以利做出更有效的之行銷策略。

“Consumer fantasy” is defined as consumers consume something for the sake of getting closer to or fulfilling his/her fantasies. Researchers focused on discussing specific products or services with this topic, most of them applied qualitative methods to understand the contents of fantasies and its causers. Albeit behaviorists proved that fantasies induce positive feelings and the direction of individuals’ fantasies would be caused by the contents fantasies per se, literally few empirical studies have addressed on such topics. Thus, this thesis served two experiments as the discussion basis.
Different texts (fantastic and informational) are used as the dependent variable, service types (enjoyable and utility) as the moderator and its effects on positive emotions and willingness of purchase are discussed as well. The outcomes of this research indicate that in utility service (car rental service) industries, positive emotions bred were not enormous. Yet in enjoyable service (travelling services) industries, fantastic information caused significantly more positive emotion than informational information.
In the second experiment, the study discussed the relation between how information was provided, positive emotion and purchasing willingness with individual fantasy tendency as the moderator. Results indicate that for low fantasy tendency consumers, texts caused the least positive emotions, close results are documented in picture only and picture with texts. For high fantasy tendency consumers, significant positive emotions are recorded in both picture only and texts only. Thus consumers with different fantasy tendency will respond differently to different forms of information. In addition, this study also proved the significant relation between fantasy caused positive emotions and purchase willingness.
According to the results of this thesis, it is suggested that firms manipulate consumer fantasy via advertisements for the sake of promoting consumption. Meanwhile, firms should understand fantasy tendencies of customers in order to plan effective marketing strategies.

目錄
摘要 2
ABSTRACT 3
第一章 緒論 5
第一節 研究背景與研究動機 5
第二節 研究目的 7
第二章 文獻探討 9
第一節 幻想 9
第二節 消費幻想 13
第三節 消費者個人傾向 24
第四節 服務類型 26
第五節 情緒 28
第三章 研究方法 35
第一節 研究架構與假說 35
第二節 研究設計 40
第三節 問卷設計 61
第四節 實驗執行過程 64
第四章 研究結果 65
第一節 實驗一 65
第二節 實驗二 72
第五章 討論與建議 80
第一節 研究討論與發現 80
第二節 研究貢獻 82
第三節 研究限制 85
第四節 研究展望 85
參考文獻 89
附錄 91

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