本研究的目的為探討Facebook的炫耀式打卡是否會引起嫉妒，進而對打卡動態中出現之品牌產生影響。同時，以關係強度為干擾因子，觀察不同的關係強度對嫉妒的引發是否有不同影響。使行銷工作者在計畫Facebook行銷計劃時，能夠規劃出對品牌較有效益之活動。研究結果顯示，炫耀式打卡僅對負面嫉妒有正向影響，對正面嫉妒無顯著影響，並且透過負面嫉妒對品牌聯想及品牌忠誠度有負面間接影響。此外，本研究也證實關係強度的確會干擾炫耀性打卡引發之負面嫉妒的程度。

The object of this research is to determine how Facebook check-in influences the brand showed in post wall by using envy as a mediator. Additionally, tie strength is added as a moderator in order to identify whether it will affect the degree of envy or not. When marketers hold Facebook activities, they can plan in an effective way. The result shows Facebook check-in impact on malicious envy only and effects brand association and brand loyailty through malicious envy. Besides, this research found tie strength influences the degree of envy indeed.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第二章 文獻探討 6
第一節 Facebook 6
一、Facebook打卡 6
二、炫耀式消費與打卡 8
第二節 嫉妒理論（Envy Theory） 10
一、嫉妒的定義 10
二、Facebook與嫉妒 11
三、關係強度 14
第三節 品牌權益 15
一、品牌的定義 15
二、品牌權益的定義 16
三、品牌權益的構面 16
四、品牌權益各構面間關係 19
第四節 嫉妒理論與品牌權益 20
第三章 研究方法 22
第一節 研究架構與研究方法 22
第二節 研究假設 22
一、炫耀式打卡對嫉妒的影響 22
二、炫耀式打卡引發之嫉妒對品牌權益之影響 23
三、品牌權益各構面之關係 24
四、關係強度之干擾效果 25
第三節 研究方法與設計 25
一、研究對象 25
二、研究程序 25
三、品牌的選擇 27
第五節 資料分析方式 29
一、敘述性統計 30
二、信效度分析 30
三、結構方程式 30
第四章 研究分析與結果 31
第一節 敘述性統計分析 31
第二節 信效度分析 34
一、整體信效度分析 34
二、分組信效度分析 35
第三節 t檢定與卡方檢定 37
第四節 結構方程式結果分析 38
一、模型適配度考驗 38
二、模型變項間之效果探討 40
三、關係強度對模型的干擾效果 41
第五章 討論 45
第一節 炫耀性打卡與嫉妒 45
第二節 嫉妒與品牌權益 46
第三節 關係強度 47
第六章 結論 49
第一節、研究發現 49
第二節、研究貢獻 49
一、學術貢獻 49
二、 實務貢獻 51
第三節、研究限制與建議 51
參考文獻 54
附錄一 炫耀式消費品牌調查問卷 68
附錄二 正式問卷 73

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