本研究以M-R 模型（Mehrabian and Russell, 1974）為基礎，探討社會服務環境中的社會要素和背景要素是否對消費情緒與因應行為產生影響。除此之外，本研究更進一步的引入認知評價的概念，試圖探討認知評價在傳統的M-R 模型中扮演的角色。因此本研究透過情境實驗法，操弄不同的社會要素和背景要素，探討在不同的社會服務環境之下，消費者可能產生的認知評價、情緒和因應行為。具體而言，研究發現如下：
一、社會要素和背景要素會顯著影響消費者的情緒狀態。
二、在社會服務環境中，消費者的情緒會中介背景要素對因應行為的影響。
三、社會要素對認知評價中的目標一致性有顯著的影響。
四、在社會服務環境中，消費者的情緒和認知評價中的目標一致性會對因應行為產生顯著影響。
五、情緒能中介社會服務環境對目標一致性的影響。

This study is based on the M-R environmental psychology model, and investigates if social element and contextual element of social-servicescape conceptual models can affect consuming emotions and behavior. Moreover, this study examines the role of cognitive appraisal and extends the M-R environmental psychology model to include both emotional states and cognitive appraisal as mediators of the social-servicescape and coping behavior relationships. It adopts scenario experiment manipulation method to understand how the social element and contextual element affect cognitive appraisal, consuming emotions and behavior of approach or avoidance. The finding of the research is as followed.
1. Social element and contextual element can affect consuming emotions.
2. Under the social-servicescape, contextual element can affect coping behavior, and this relationship will be mediated by consuming emotions.
3. Social element can affect goal congruence significantly.
4. Under the social-servicescape, consuming emotions and goal congruence can
affect coping behavior significantly.
5. The relationship between social-servicescape and goal congruence can be mediated by consuming emotions.

中文摘要 ………………………………………………………………………… Ⅱ
英文摘要 ………………………………………………………………………… Ⅲ
誌謝 ……………………………………………………………………………… IV
目錄 ……………………………………………………………………………… V
表目錄 ………………………………………………………………………… VII
圖目錄 ………………………………………………………………………… VIII
第壹章 緒論 ……………………………………………………………… 1
第一節 研究背景與動機 …………………………………………… 1
第二節 研究目的 …………………………………………………… 3
第三節 研究步驟與流程 …………………………………………… 4
第貳章 文獻探討 ………………………………………………………… 5
第一節 理論背景 …………………………………………………… 5
第二節 消費情緒 …………………………………………………… 14
第三節 趨避行為 …………………………………………………… 21
第四節 認知評價 …………………………………………………… 24
第參章 研究方法 ………………………………………………………… 33
第一節 研究架構與假設 …………………………………………… 33
第二節 研究設計 …………………………………………………… 38
第三節 問卷實施方法 ……………………………………………… 47
第四節 問卷信度檢定 ……………………………………………… 48
第五節 抽樣方法 …………………………………………………… 50
第六節 統計分析方法 ……………………………………………… 51
第肆章 研究結果與發現 ……………………………………………… 52
第一節 生態效度 …………………………………………………… 52
第二節 操弄確認 …………………………………………………… 52
第三節 樣本分析 …………………………………………………… 53
第四節 假設檢定 …………………………………………………… 57
第伍章 結論與建議 ……………………………………………………… 71
第一節 研究結果 …………………………………………………… 71
第二節 管理上的意涵 ……………………………………………… 77
第三節 研究貢獻 …………………………………………………… 82
第四節 研究限制 …………………………………………………… 83
第五節 對後續研究之建議 …………………………………………… 86
VI
參考文獻 ……………………………………………………………………… 88
附錄一 ……………………………………………………………………… 93

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