本研究的主要目的是希望透過女性從原生家庭進入婚姻家庭的歷程，瞭解當前台灣社會中成年期女性的心理依附與分離概況，由於東西方社會家庭結構的差異，在中西方思潮融合交接的此刻，希望能透過研究瞭解文化因素對依附與心理分離的影響性，以及此一歷程中心理依附與分離的關係。 　　研究者以文獻分析所得的理論架構為參考點，採用質性研究方法進行非結構式的深度訪談。受訪對像是十五位成年期女性，年齡在二十五歲到三十四歲之間，為顧及受訪者的口語表達能力，因此選擇專科以上學歷的訪談對象；也因為此研究是一個歷程性的探討，因此訪談了不同婚姻階段的受訪者，婚齡最長不超過六年。 　　綜合研究所得，發現女性在婚姻歷程中心理依附與分離的現象是一個辯證循環的過程，關係會在不斷的變動發展。而就理論的層面來探討，可以發現女性的依附關係雖有西方文獻中所指涉的的內涵和類型，卻也存在著本土的特殊性，可以看到『依附反轉』的現象；另外，若要以西方理論的角度來探討『心理分離』，將會出現窘迫不足之憾；本文提出女性在婚姻歷程的四個困境，透過探討文化對親子關係、夫妻關係、和自我造成的影響，來瞭解當前女性依附與心理分離的概況。 　　另外，也提出一些影響歷程發展的因素，也發現女性在此一歷程中，依附與心理分離的現象具有持續發展和系統性的特色。 / The purpose of this study is to investigate adult females' attachment (or emotional connection) and psychological-separation (or separation-individual; differentiation), via the process of transition from their original families to married families, in current Taiwan society. The researcher hopes to learn more about the females' attachment and psychological-separation in this process of relationships between. Besides, the influence of culture on this process would be discussed. The thesis has the theoretical basis established by reviewing western literature. Moreover, samples including 15 adult females are chosen and qualitatively studied, according to the theory, by a non-constructional interviewing-in-depth method. The samples, ranging from 25- to 34-year-old, are all graduated from college or above. In order to have a longitudinal examination of the transition process, the samples are chosen to distribute in different married stages. None of the samples has married for longer than 6 years. 　　Results show that the attachment of females has some characteristics consistent with those in western literature, while some features reveal the influence of cultural traits. One of the special features absent in western literature is 'reverse-attachment' in the relationship between females and their original families. Thus, the related research results in western literature seem insufficient to explain adult females' psychological-separation in Taiwan. The thesis therefore provides four dilemma in relationship transition. 　　The thesis suggests that the females' attachment and psychological-separation have several developmental characteristics: consistency, mendability, dialectic process, and systematism. In addition, the finding in this study is consistent with family-system theory. That is, the transition process changes continuously and is influenced by the culture and the environment.

文獻探討中首先針對依附理論的文獻加以回顧。指出嬰兒的依附行為，具有確保嬰兒生命安全的作用。三種不同的依附型態，是嬰兒適應不同環境所形成的不同結果。隨著孩子年紀的增長，中西方父母不同的教養方式，將分別導致親子間情感的疏離與親密。 在本論文中，則將依附行為視為個人生命中最初始的情感性行為，研究者進人家庭場域中，觀察親子的互動。並進一步探討，隨著生命成長，教養環境的改變，兒童如何去適應如此的改變。另外，藉由清末民初的傳記分析，探討中國傳統的情感表達方式。最後，綜合上述，編纂問卷，以了解當今大專生及大學生如何表達親子間的情感。 研究發現，嬰兒多自我焦點情緒的表現。親子間多肌膚之親。到了幼兒期，親子間仍保有表達性情感的特徵。因為父母認為孩子還不懂事，所以父母也不刻意於角色的扮演，因而容許自己與幼兒做某種程度的自我表現，如親親摟摟的示愛。在同時，幼兒也將透過社會化的歷程漸漸學會感受他人焦點情緒，進而壓抑自我焦點情緒的流露。傳統中國人的情感表達多訴諸工具性行為，委婉的傳遞愛的訊息。個人的恥感，促使個體少於自我表現，包括情感的直接表達，藉此降低個人的獨立性，以建立互相依賴的關係。而當今的成年子女對父母仍保存工具性愛情的特徵，且少於情感的直接表達，在態度上對此則保留持平。 / Research indicates that infants show much ego-focused emotions. Parent and infants touch each other closely. In the young children stage, parent and children have the characters of expressive love. Because parent thought that young children did not know much, parent did not have to play the social roles. At the same time, young children would learn the ability to feel other-focused emotions. Other-focused emotions may inhibit the expressing of ego-focused emotions.Now, young adults in Taiwan have the characters of instrumental love to thier parent. They seldomly show expressive love. Their attitude about expressive love is closely average.

本研究旨在探討二專學生的心理分離，依附關係與其生涯定向之關係。研究以全國分北、中、南三區共九所專科學校之日間部二專一、二年級之學生為研究對象，共計797名。本研究使用之研究工具包括「心理分離量表」、「父母依附量表」、及「生涯定向問卷」。所得之資料以描述統計、變異數分析、相關分析、多元迴歸分析及典型相關分析等統計方法進行處理。研究的主要發現如下： 二專學生在與父母的心理分離程度中等，其中「互動衝突獨立」較好，「情緒獨立」較差；與父母多為安全依附關係；對自己生涯方向的確定及滿意略低於中等程度；較可能遇到影響其生涯定向的問題為「生涯決策焦慮」及「認識不足」。 其次，與父母越有安全依附關係者，其衝突獨立方面越好，但在功能、情緒及態度方面則較依賴父母。 而互動衝突獨立較差、功能越依賴父母、及與父母無安全依附關係的二專男生，對其生涯目標越不滿意，且較多生涯不確定之問題。和父母越為衝突獨立、功能及情緒上較不依賴父母之二專女生，較滿意於其生涯目標，且較少生涯不確定之問題。 針對本研究結果建議父母能在支持的關係裡，鼓勵青少年發展獨立自主，以協助二專學生之發展，以及學校在生涯定向輔導策略上，可加強學生生涯決策能力和由與父母之關係來了解其生涯定向之問題，並且在生涯定向的問題上，不同性別之學生可考慮以不同的方向加以輔導。 / The purpose of this study was to investigate the relationships amongpsychological separation, attachment, and career indecision. The samples consisted of 797 students from nine colleges in Taiwan. Instruments usedin this study were "Psychological Separation Inventory", "Inventory ofParent and Peer Attachment", "Career Development Questionnaire". Datain this study were analyzed by analysis of variance, correlation, multiplestepwise regression analysis, and canonical correlation analysis. Themain findings were as follow: The score in PSI for college students are moderated, in which "conflictual independence" is better, but "emotional independence" is worse. The relationship with their parents is security attachment. Their assuranceand satisfaction toward career setting are lower than averages. The possibleproblem affecting their career indecision are "anxity of career decision making" and "incompehension of career". Secondary, the students who got stronger patent attachment exhibitedbetter in conflictual independence, but they are more depend on parentsin function, emotion, and attitude. The college male students who exhibited more conflictual dependence, functional dependence, in conjoint with worse parent attachment wereexperienced more career indecision problems. For female students, whoexhibited better conflictual independence, functional independence and emotional independence were better in career decision. The suggestion from this study to the parents is to encouragethe adolescent to develop independence with a supporting relationshipwith their children. Also, the suggestion to the school counselors areto strength students' abilities in career decision making and to helpstudents who with career indecision problem by understanding of relationshipwith their parents.

為瞭解祖孫家庭類型（非同居型、三代同堂型及隔代教養型）、孫子女依附風格、祖父母管教方式（反應及要求）、孫子女管教滿意度（反應及要求）、祖父母性別、祖父母年齡、孫子女性別、血緣關係、父母親與祖父母關係、祖父母身體健康情形、祖孫接觸頻率及地理接近等因素對祖孫關係的影響，以國中　246 人（內含非同居型祖孫家庭孫子女　100 人、三代同堂型祖孫家庭孫子女 71 人、及隔代教養家庭孫子女 75 人為研究對象，經運用祖孫關係量表、依附風格量表、及祖父母管教方式及滿意度量表等研究工具，獲得所需資料，再以χ²考驗、多元逐步迴歸分析、典型相關分析等統計方法進行分析。結果發現： 1.整體而言，對孫子女影響最大的祖父母其類型依序為（父系）祖母、 （母系）祖母、（父系）祖父、（母系）祖父。 2.不同祖孫家庭中，孫子女認為最具有影響力的祖父母並不一樣。在「非同居型」祖孫家庭中，（母系）祖母最具影響力，但在「三代同堂型」及「隔代教養型」祖孫家庭中，影響力最大的是（父系）祖父母。 3.青少年孫子女和祖父母最常作的活動，依次是閒聊、清潔打掃作家事、討論事情、拜訪親戚、購物、散步、回顧照片、戶外運動或旅遊、下廚、宗教事宜、爭執吵架、照顧小寵物、唱歌、玩遊戲、園藝、釣魚、及閱讀刊物等。 4.祖孫活動會隨孫子女性別、祖孫家庭類型不同而有所差異。 5.祖孫家庭類型、孫子女依附風格、祖父母管教方式及孫子女管教滿意度、祖父母性別、祖父母年齡、祖父母與父母親關係、祖父母身體健康情形、接觸頻率及地理接近性等變項，能有效預測孫子女對祖父母各方面表現的評價。預測力較高的有滿意度指標、成功指標、及教導指標；而預測力較低的則有困難、挫折、及訊息需求等指標。 6.祖孫家庭類型、孫子女依附風格、祖父母管教方式及孫子女管教語意度、祖父母性別、祖父母年齡、祖父母與父母親關係、祖父母身體健康情形、接觸頻率及地理接近性等變項，能有效的解釋孫子女所知覺的祖父母行為表現，解釋量佔總變異量的 31.26%。

本研究的主要目的在探討認輔學生與認輔學生的家庭結構（生親家庭、單親家庭）、性別（男、女）及依附風格（父子、母子、同儕）對其行為表現（人際關係、價值觀）的影響。且為達成研究目的，首先蒐集有關文獻與理論，建立研究架構與待答的問題。再採用個人基本資料表、依附風格量表、人際關係量表、價值觀量表等研究工具，取得合於研究需求之樣本 232 人（認輔學生 116 人、一班學生 116 人），經以單因子變異數分析、雙因子變異數分析、單純主要效果事後考驗、典型相關分析及卡方考驗等統計方法進行分析。 本研究結果如下： 1.認輔學生來自單親家庭的比例高於一般學生；一般學生來自生親家庭者高於來自單親家庭。 2.認輔學生中，男生遠多餘女生。 3.認輔學生的父子依附風格屬於逃避型者最多、其次是焦慮矛盾型，最後為安全性型依附風格。一般學生最多為安全型、其次是逃避型，最後為焦慮矛盾型依附風格。 4.認輔學生母子依附風格屬於逃避型者最多，其次為安全型，焦慮矛盾型依附風格最少。一般學生的安全型者最高，其次為逃避型，最後為矛盾型依附風格。 5.認輔學生同儕依附風格屬於逃避行者最多、其次為安全型，焦慮矛盾型者最後。一般學生屬於安全型者最多，其次為焦慮矛盾型，最後為逃避型依附風格。 6.認輔學生的父子、母子、同儕依附風格，在逃避型表現上高於一般學生，但在焦慮矛盾型、安全型的依附風格類型上，則低於一般學生。 7.認輔學生的母子及同儕依附風格，在逃避型表現上，高於一般學生。在父子依附風格上，則在安全型的表現上高於認輔學生。 8.來自生親家庭的一般學生，其父子依附風格在安全型的表現上，高於認輔學生；來自單親家庭的認輔學生，其父子依附風格在安全型的表現上高於一般學生。一般學生中，來自生親家庭的，在安全型依附風格上，表現高於單親家庭；認輔學生中，來自安親家庭的，在安全型依附風格上，表現高於生親家庭。 9.來自不同家庭結構的認輔學生，其母子依附風格與一般學生無顯著差異存在。 10.來自生親家庭的認輔學生，其同儕依附風格在焦慮矛盾型的表現高於一般學生；來自單親家庭的一般學生，其父子依附風格在焦慮矛盾型上高於認輔學生；一般學生中，來自單親家庭的，在焦慮矛盾依附風格上，表現高於生親家庭；認輔學生中，來自生親家庭的，在焦慮矛盾型依附風格上，表現高於單親家庭。 11.不同性別的一般學生和認輔學生，其父子、母子及同儕依附風格無顯著的差異存在。 12.認輔學生比一般學生有較低的良好人際關係上，較高的不良人際關係；且在自我監控、希望概念與樂觀方面較一般學生來的低。 13.來自不同家庭結構的認輔學生和一般學生在人際關係的表現上並無顯著的差異存在。但來自生親家庭中的一般學生，其在自我監控、建設思考的表現上高於來自一般學生；來自單親家庭的認輔學生，其在自我監控、建設思考的表現上高於一般學生。一般學生中，在我自監控、建設思考的表現，生親家庭表現高於單親家庭；認輔學生中，在自我監控、建設思考的表現上，單親家庭高於生親家庭。 14.不同性別的認輔學生和一般學生，其人際關係及價值觀的表現並無顯著的差異存在。 15.認輔學生和一般學生的父子、母子及同儕依附風格，對人際關係和價值觀的表現並無顯著的差異存在。 16.家庭結構、性別、依附風格等變項，能有效解釋參與研究一般學生和認輔學生的行為表現，解釋量達 2.667%。

為瞭解在不同的母親(教育程度、就業狀況)及幼兒(性別、家中子女數)背景變項下，母親管教方式(要求、反應)、親子依附關係(安全依附、逃避混亂及矛盾)對幼兒社會行為表現(攻擊、退縮、分心、利社會、親和及獨立)的關係，乃以臺北市公立幼兒園的117位四到六歲幼兒及其母親為研究對象，使用「個人基本資料表」、「母親管教方式量表」、「幼兒依附關係量表」及「兒童社會行為量表」作為研究工具，對搜集所得之資料進行統計分析，所得之主要研究結果如下： 1.當前幼兒知覺母親採用較多「要求」、較少「反應」的管教方式。 2.幼兒與母親間的依附關係依次為「安全依附」、「逃避混亂」、「矛盾」。 3.目前台北市幼兒表現最多的為「親和行為」，其次依序為「獨立行為」、「利社會行為」、「退縮行為」、「分心行為」，「攻擊行為」表現最少。 4.男生比女生表現較多的「攻擊行為」；家中有1個子女的家庭，其子女的「分心行為」比家中有2個子女的幼兒多；家中有2個子女的家庭的幼兒比有1個及3個或以上家庭的幼兒，表現較多的「獨立行為」。 5.「要求」的管教方式主要與幼兒「利社會」、「親和」的正向社會行為有正相關，「反應」的管教方式則與幼兒「退縮」、「分心」的負向社會行為有正相關。 6.「安全依附」與「利社會」、「親和」及「獨立」的正向社會行為間存有正相關；「逃避混亂」與幼兒「攻擊」、「分心」行為有正相關，「矛盾」與「退縮行為」有正相關。 7.母親及幼兒的背景變項、母親管教方式及親子依附關係等變項，均能有效預測幼兒的社會行為表現。 最後，根據上述研究結果，針對家庭、學校、社會及未來研究提出積極性的建議。 / In order to find out under different background variables of mother (educational level, employment status) and child (gender, numbers of children), the relationship between mother parenting style (demand, responsiveness), mother-child attachment relationship (security attachment, avoidant attachment, ambivalent attachment ) and children social behavior (attack, retreat, distraction, pro-social, affinity and independent). The research objects were four to six year-old children of public kindergartens in Taipei City. The total returned questionnaires were 117. After statistical analysis, the major findings of this research were as follow: 1.Currently, children’s perception of their mothers’ parenting used more “demandingness” and less “responsiveness”. 2.Most of the mother-child attachment was “security attachment”, and then was “avoidant attachment” and “ambivalent attachment”. 3.The most performed children social behavior was “affinity behavior”, and then “independent behavior”, “pro-social behavior”, “retreat behavior”, “distracted behavior” and “attack behavior”. 4.Boys behaved more “attack behavior” than girls. Families with one child, their children behaved more “distracted behavior” than families with two children. Families with two children, their children behaved more “independent behavior” than families with one child and three or more children. 5.“Demand” parenting style had a positive relationship between “pro-social behavior” and “affinity behavior”; “responsiveness” parenting style had a positive relationship between “retreat behavior” and “distracted behavior”. 6.“Secured attachment” had a positive relationship between “pro-social behavior”, “affinity behavior” and “independent behavior”; “avoidant attachment” had a positive relationship between “attack behavior” and “distracted behavior”; “ambivalent attachment” had a positive relationship between “retreat behavior”. 7.Background variables of mother and child, mother parenting style and mother-child attachment relationship, could predict children’s social behavior. According to the results of this study, some suggestions were made for parents, kindergartens, society and further studies.

本研究採取問卷調查的方法，從社會文化觀點探討華人在家庭對偶關係中所表現的共依賴(codependency)傾向。 結果發現，在對偶關係比較中，華人親子關係中親代對子代有較高的共依賴傾向，表現在「以對偶為焦點」以及「認同照顧對偶的角色」。在華人自我建構的相關研究中則發現，具有「高相依我低獨立我」自我建構的人比「高獨立我低相依我」的人有較高的「以對偶為焦點」傾向。 在共依賴所具有的心理意涵分析中，「認同照顧對偶的角色」在母親對子代的關係中具有正向的關係意義；「以對偶為焦點」在子代對親代的關係中，以及夫妻關係中也具有不同於不適應的關係意義。 最後，本研究結果顯示，即使對偶比較中共依賴得分顯示出差異，所有受試的共依賴總分及四個分測驗得分仍然偏低，表示整體而言，受試者共依賴的傾向並不高，共依賴可能並不是適合描述華人家庭關係的概念。

摘要 本研究旨在探討幼兒的依附關係、語文智能及人際智能與心智理論能力之關係，以及人口變項(性別、年齡與社經地位)與心智理論能力之關係。研究參與者來自台北縣市公私立幼稚園四至六歲之幼兒，共124位。本研究所採用之研究工具分為三部份，分別為：「幼兒心智理論能力測驗」、「幼兒依附關係量表」、「幼兒多元智能檢核表」－語文智能分量表、人際智能分量表。調查所得資料分別以描述統計、單因子多變量變異數分析、典型相關、區別分析等統計方法進行分析。本研究的主要發現如下： 1.男、女生之間在語文智能、人際智能上有顯著的差異存在，而在依附關係方面則沒有差異;女生在語文智能、人際智能上均優於男生。 2.人口變項方面，不同性別、中高社經地位的幼兒在心智理論能力上沒有差異存在;不同年齡的幼兒在心智理論能力上有顯著的差異存在;以六歲組高於五歲組、四歲組，四歲組為最低。年齡愈高者，其心智理論能力的表現愈好。 3.幼兒的心智理論能力表現不因其所屬依附類型不同而產生差異，且不同程度的安全型依附、矛盾型依附及逃避混亂型依附之幼兒，在心智理論能力上亦沒有差異。 4.不同語文智能的幼兒，其心智理論能力有差異;語文智能愈高，其心智理論能力的表現愈好。 5.不同人際智能的幼兒，其心智理論能力有差異存在。人際智能愈高，其心智理論能力的表現愈好。 6.幼兒的安全依附、語文智能及人際智能與其心智理論能力之各測試作業有正相關，且語文智能與錯誤信念作業的關係最為密切。 7.幼兒的安全依附、語文智能及人際智能有效聯合預測心智理論能力的組別。 最後，本研究依據上述的研究結果進行討論，並提出相關建議，以供親職教育、教育輔導、教學及後續研究之參考。 / Abstract The main purpose of this study was to explore the relationships between preschoolers’ attachment styles, verbal intelligence, interpersonal intelligence, demographic variables, and their theory of mind. The participants included 124 4- to 6-year-old children from kindergartens in Taipei city. The employed instruments in this study were The Tasks of Preschoolers’ Theory of Mind, The Inventory of Preschoolers’ Attachment Styles, and two subscales from The Inventory of Multiple Intelligences--verbal intelligence and interpersonal intelligence. The applied analysis methods included descriptives, one-way MANOVA, canonical correlation, and discriminant analysis. The main findings of this study were as follows: 1. While the girls outperformed the boys in both the verbal and the interpersonal intelligences, no significant gender differences on attachment styles were found. 2. There were no significant gender differences or SES differences on the preschoolers’ theory of mind. However, there were significant age differences on the preschoolers’ theory of mind; more specifically, the 6-year-old children outperformed the 5-year-old and the 4-year-old children on the tasks of theory of mind. 3. The preschoolers’ performances on the tasks of theory of mind did not vary as their attachment styles were different. 4. Verbal intelligence and Interpersonal intelligence had significant effects on the preschoolers’ theory of mind. In other words, the better verbal intelligence and Interpersonal intelligence the children had, the higher level their theory of mind were. 5. The preschoolers’ secure attachment style, verbal intelligence, and interpersonal intelligence were positively related to their theory of mind, and their verbal intelligence had the strongest relation to their theory of mind. 6. The preschoolers’ secure attachment style, verbal intelligence, and interpersonal intelligence could jointly predict their theory of mind. Finally, after discussion, the researcher proposed some suggestions for educational instruction and future studies.

兒童的依附品質就如同樹木的根基和莖葉，是身心健全成長的關鍵；然而，並非每一個家庭皆能滿足兒童的依附需求，特別是當家庭遭逢風險事件。本研究旨在探究高風險家庭中兒童之依附品質。 研究目的有三項，包含探究高風險家庭中兒童與主要照顧者之依附品質；風險因子對兒童依附關係所產生的衝擊；社會工作者（以下簡稱社工）對於兒童依附關係修復之處遇方式。本研究採質性研究之深度訪談法，訪談主體為社工，係以臺北市五間高風險家庭承辦單位之督導與社工為選樣對象，一共徵得二位督導、七位社工同意受訪。研究結果茲分為四面向，敘述如下： 一、高風險家庭兒童的依附對象多元，兒童除透過主要照顧者獲得依附滿足外，亦會向他人尋求情感連結。其中，兒童的依附行為包含正向的、矛盾的，以及負向的依附行為。 二、本研究參考相關文獻，以「照顧品質」、「信任關係」、「溝通品質」、「親疏遠近」四面向為主軸以探究兒童的依附品質。研究結果顯示風險因子會直接或間接地影響兒童的依附品質；其中，風險因子對「照顧品質」、「親疏遠近」的衝擊最大。 三、風險因子可能為不安全依附的預兆。本研究結果顯示家庭中經濟困難、婚姻關係不佳與物質濫用等風險因子，對兒童的依附發展有很大的衝擊。 四、高風險家庭社工對於兒童依附關係的修復，除透過直接服務外，社工亦會尋求替代性資源作為兒童的安全堡壘，以修復其依附關係。 最後，本研究亦針對高風險家庭兒童的依附修復策略和未來研究方向提出相關建議，以作為未來實務工作和更進一步研究之參考。 / The attachment quality of children is like the roots and leaves of tree, which is the key to complete well-being and optimal development of children. However, it is unfortunate that not every family can satisfy the attachment need of children, especially when one is struck by risk events. The research focus on children attachment quality in high-risk families. The three purposes of the research are as follows: analyzing the attachment quality between children and primary caregiver in high-risk families; probing into the impact incurred from the risk factors to the children attachment; exploring the practical intervention of the social workers adopted to fix the children attachment. The study conducted the method of qualitative research, utilizing in-depth interview to the social workers. The research recruited two supervisors and seven social workers from the five agents of high-risk families in Taipei City. The results of the research can be presented in the four following prospects. 1.The attachment figure of children in high-risk families can be diversified. They might seek affectional bond from people other than primary caregivers for their special family background. To find the attachment satisfaction, their attachment behaviors might include positive attachment behavior, ambivalent attachment behavior, and negative attachment behavior. 2.The research referred to related literature and established four prospects, "Care Giving Quality", "Trust Relationship", "Communication Quality", and "Intimacy Nurturing" to explore the children attachment quality. The results point out that the risk factors might influence the children attachment quality directly or indirectly. Among all of prospects, the risk factors can cause greatest influence to "Care Giving Quality" and "Intimacy Nurturing". 3.The appearance of risk factors might cause the insecure attachment. Especially economic difficult, crisis in marriage, and substance abuse can greatly influence the children attachment quality. 4.Social workers can provide direct services or seek alternative resources as secure base to fix the children attachment in high-risk families. Lastly, the research proposes attachment fix strategies for children in high-risk families and points out the potentialities of the topic, hoping the results of the research may enrich the related understanding and serve as a reference for practical fieldwork and future studies.

行銷上，我們可以看到有許多品牌透過與消費者建立關係，來創造其與消費者之間更緊密的連結。這種策略的其中一種做法，便是為品牌塑造一種個性，使品牌與消費者之間建立關聯。而品牌個性的概念乃是基於消費者對於品牌的知覺，將人類的性格與特質加諸在該品牌上。消費者傾向透過在品牌當中尋求自我表達的功能，因此如果個人能夠認同該品牌，將會經驗較高程度的自我概念一致性，從而正向影響他對該品牌在理性和感性上的評估。 時尚產業的服飾、配件等主要產品具有外顯的性質，在消費者使用這些產品的時候，得以藉此表達自我的形象、特質，因此，在時尚產業的行銷當中，品牌與消費者的自我概念一致性被視為扮演重要的角色。然而，時尚產業當中不同的產業位階，如傳統精品、快速時尚，兩者即有諸多面向的不同，在不同位階之間，究竟品牌應塑造與其目標客群在真實自我，或是理想自我上的一致性，才能成功創造消費者對品牌較好的態度，甚至產生情感依附呢？ 本研究旨在分析品牌個性與消費者的真實與理性自我概念一致性在傳統精品、快速時尚品牌之間，是否存有適用性上的差異。研究首先回顧過去相關研究之文獻，了解品牌自我概念領域的研究進程，並探討自我概念一致性類型、時尚產業位階之間的特性，以及消費者在理性與感性上評估品牌的指標。接著訂定研究方向，以人物個性和品牌個性共同組成真實、理想自我一致性的不同情境，從而探討當品牌在提升消費者品牌態度與品牌情感依附時，在傳統精品和快速時尚之情形下，品牌自我概念一致性的適用性各自為何。 本項研究實驗採用情境故事法進行，並以2（人物個性：真實外向理想內向、真實內向理想外向）x 2（品牌個性：外向、內向）x 2（時尚產業位階：傳統精品、快速時尚）的二因子實驗設計，將實驗總共分成八組。 本研究發現，不同的時尚產業位階在真實、理想自我概念一致性並無顯著適用性的差異，反而在整體而言，皆以真實自我概念一致性對於品牌情感依附具有顯著較好的影響。 因此，對於時尚產業之行銷規劃上，無論傳統精品或快速時尚，皆應以其目標客群之真實自我為其設計品牌個性之主要依據，並強調品牌貼近、表達，並能體現消費者之真實狀態與價值，從而成功提升消費者對品牌之情感依附，加深消費者與品牌之心理層面連結。 / In today’s marketing world, it is commonly seen that certain brands are trying to build up relationships with their consumers in order to create a stronger connection with them. Among the many tactics of this strategy is to match the brand’s personality with that of the consumers’, in turn generating a linkage in between. The concept of brand personality is to have the brand endowed with a personality which is usually found in humans. A consumer tends to seek and pursue within the brand the function of self-expression, since if a consumer can identify with the brand, he will experience a higher level of self-congruence, which then leads to positive impacts on his perception and evaluation of that same brand. The conspicuousness of apparels in the fashion industry implies the fact that consumers use these products as a means to express their self-images and personality traits. Therefore, brand self-congruence plays an important role in the marketing of such an industry. Nevertheless, since characteristics vary greatly within the fashion industry due to the existing hierarchy among brands, there remains the question whether a fashion brand should create a personality to fit the actual or ideal self-congruence of its target audience to successfully generate better brand attitude and even form stronger relationships as emotional brand attachment. The objective of this study is accordingly to analyze whether the application of actual and ideal self-congruence differs within the fashion industry. The study first reviews previous literatures related to the topic to understand the progress having been made to date, and researches on the topic of types of self-congruence, the fashion industry, and the predictors of consumer evaluation of brands. The study then moves on to setting the conceptual framework, where scenarios were designed to understand the application of actual and ideal self-congruence of luxury fashion and fast fashion. The study adopts a scenario approach to manipulate self-congruence, and has a 2 (personality of the person: actually extrovert-ideally introvert vs. actually introvert-ideally extravert) x 2 (brand personality: extravert vs. introvert) x 2 (fashion industry: luxury fashion vs. fast fashion) between-subjects full factorial design, generating eight experimental conditions. The study found no significant difference between luxury and fast fashion in terms of the application of two self-congruence types. In contrast, a generally better influence is seen for the actual self-congruence in generating consumer emotional brand attachment. Therefore, the study attempted to suggest that actual self-congruence should be used to build brand personality both for luxury fashion and fast fashion through expressing and performing consumers’ authentic self and value, so as to successfully increase emotional brand attachment which in turn deepens the psychological connection.