廣告中使用性刺激的例子在生活當中屢見不鮮，廣告商以各種不同的創意將性感與商品產生連結，吸引消費者的注意，藉此增進購買意願。本研究探討購買行為之後，性刺激對縱慾型消費的影響程度，以性刺激為主題，探討對不同性別與自我建構的消費者而言，受到性刺激後，影響縱慾型消費的程度。
本研究為2（性刺激：性刺激操弄vs.非性刺激操弄）x2（性別：男性vs.女性）x2（自我建構：獨立我vs.相依我）之三因子研究，本研究包括兩個實驗，實驗一以實驗室實驗觀察自變數與依變數之間的因果關係，依變數為縱慾型消費之選擇偏好（縱慾型消費：實用型vs.享樂型）；實驗二以田野實驗，使用組間設計法觀察自變數與依變數之間的因果關係，依變數為縱慾型消費量。
研究結果顯示，對男性而言，相較於無性刺激與相依我，性刺激與獨立我對縱慾型消費有正向的影響；對女性而言則較無差異。整體而言，性刺激、消費者性別與自我建構類型對縱慾型消費存在交互作用，性刺激與自我建構類型對男性的影響效果強於對女性的影響效果。

It is very easy to notice sex appeal advertisement in our life. Marketers have resorted to increasingly tactics which uses explicit sexual images in advertising to capture consumer attention and increase purchase intention. The present study examines how sex stimulus, consumer gender and self-construal influence indulgent consumption. The present research employs a 2(sex stimulus: sex vs. neutral) x2(consumer gender: male vs. female) x2(self-construal type: independent self vs. interdependent self) factorial design with two experiments being conducted. Study 1 uses a lab experiment to investigate the relationship between independent variables and dependent variable and dependent variable is accessed through the choice between non-indulgent(virtue) and indulgent(vice) choice. Study 2 uses a field experiment and dependent variable is measured by the number of chocolates taken during the experiment. The results indicate that, sex stimulus has positive impacts on indulgent consumption for males with independent self. For females, no such differences are found. In conclusion, sex stimulus, consumer gender and self-construal type have simultaneous influences on indulgent consumption. The impacts regarding sex stimulus and independent self-construal on indulgent consumption is more influential for males than females.

目 錄

論文審定書-----------------------------------------------------------i

誌謝----------------------------------------------------------------ii

中文摘要-----------------------------------------------------------iii

英文摘要------------------------------------------------------------iv

目錄-----------------------------------------------------------------v

圖次--------------------------------------------------------------viii

表次----------------------------------------------------------------ix

第一章 緒論---------------------------------------------------------1
第一節 前言-------------------------------------------------------1
第二節 研究背景---------------------------------------------------1
第三節 研究動機---------------------------------------------------4
第四節 研究目的與問題---------------------------------------------6
第五節 論文架構與研究流程-----------------------------------------7

第二章 文獻探討-----------------------------------------------------9
第一節 前言-------------------------------------------------------9
第二節 性刺激的定義-----------------------------------------------9
第三節 性刺激應用於廣告之效果------------------------------------11
第四節 性刺激對縱慾型消費的影響----------------------------------13
第五節 不同性別對接收性刺激的不同反應----------------------------15
第六節 自我建構類型對縱慾型消費的影響----------------------------19
第七節 小結------------------------------------------------------20

第三章 研究設計與方法----------------------------------------------21
第一節 前言------------------------------------------------------21
第二節 研究假設與架構--------------------------------------------21
第三節 小結------------------------------------------------------25

第四章 實驗一設計--------------------------------------------------26
第一節 前言------------------------------------------------------26
第二節 研究變數的操作型定義與衡量--------------------------------26
第三節 研究設計--------------------------------------------------30
第四節 小結------------------------------------------------------31

第五章 實驗一研究結果分析------------------------------------------32
第一節 前言------------------------------------------------------32
第二節 樣本資料描述----------------------------------------------32
第三節 量表檢測--------------------------------------------------33
第四節 研究設計檢驗----------------------------------------------34
第五節 研究假設驗證----------------------------------------------36
第六節 小結------------------------------------------------------42

第六章 實驗二設計--------------------------------------------------43
第一節 前言------------------------------------------------------43
第二節 研究變數的操作型定義與衡量--------------------------------43
第三節 研究設計--------------------------------------------------52
第四節 小結------------------------------------------------------52

第七章 實驗二研究結果分析------------------------------------------54
第一節 前言------------------------------------------------------54
第二節 樣本資料描述----------------------------------------------54
第三節 量表檢測--------------------------------------------------55
第四節 研究設計檢驗----------------------------------------------56
第五節 研究假設驗證----------------------------------------------57
第六節 小結------------------------------------------------------62

第八章 結論與建議--------------------------------------------------64
第一節 前言------------------------------------------------------64
第二節 研究結果討論----------------------------------------------64
第三節 研究貢獻--------------------------------------------------66
第四節 研究限制--------------------------------------------------68
第五節 未來研究建議----------------------------------------------70
第六節 小結------------------------------------------------------72

參考文獻------------------------------------------------------------74

附錄一 實驗一正式問卷----------------------------------------------83

附錄二 實驗二正式問卷----------------------------------------------99

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