為瞭解寂寞的消費者在消費動機上的呈現，且不同寂寞消費動機與消費行為間的對應關係，以及探討消費行為是否能夠持續有效地改善消費者因寂寞程度所造成的負面感受，本研究目的有三：一、深入探究消費者因應寂寞感的消費動機；二、瞭解不同消費動機與各類消費行為的對應關係；三、寂寞消費者藉由消費行為而產生的情緒是否能夠有效的持續。 本研究先以深入訪談的方式，探究消費者在面對寂寞時的消費動機，以及其消費行為；之後透過問卷調查以量化資料分析寂寞消費動機之類型，並瞭解消費者的消費動機與消費類型之關係，且比較消費者在逛街當下與結束消費後回到家一陣子的消費情緒差異。在深入訪談方面，透過人際網絡轉介合適的受訪者，計進行六次深入訪談，每次訪談時間約為一至一小時半。在問卷調查方面，分別進行兩種施測方式，其中一部分針對正在逛街的消費者進行施測，以得知消費當下的情緒；另一部分則請消費者帶回家填答並郵寄給研究者，以得到消費者在結束消費回到家一陣子後的情緒。共計回收有效樣本數為550份。 研究結果發現：消費者因應寂寞所產生的消費動機確如深入訪談所得之寂寞消費動機類型，包括：一、為了能夠增加人際互動的「追求人際接觸動機」，二、為了能夠完全沈浸在活動中，獲得自我某種特定感受的「追求個人感受動機」，三、為了能夠改變或是離開平日一成不變的人、事、物之「逃離人際環境動機」，四、為了暫時遺忘或是躲避自己內心煩惱、不愉快的「逃離個人心境動機」。此結果除證實過去學者所指出的追求人際接觸動機、追求個人感受動機外，另外，亦驗證由深入訪談所發現逃離面中的逃離人際環境動機與逃離個人心境動機，且高度寂寞感的消費者在逃離個人心境的消費動機明顯較低度寂寞感者更強，在追求人際接觸動機方面則較低度寂寞感者為弱；在消費行為與消費動機兩者關係方面，消費者每月去KTV、PUB、看電影、逛街等娛樂性的支出，受到追求人際接觸動機以及逃離個人心境動機的影響，選購服飾、飾品等置裝性支出則受到四類型消費動機的影響，而在與朋友一起用餐的聚餐性花費則是受到追求人際接觸動機的影響；在時間類別方面的消費中，消費者平日出門逛街的頻率則受到追求個人感受動機與逃離個人心境所驅策，而平日出門花費的時間則受到追求人際接觸動機的影響。最後，本研究發現消費行為無法持續有效的改善高度寂寞消費者的情緒，亦即在不同消費間隔時間下，低度寂寞的消費者，其正在逛街與回到家一陣子後的正向或是負向情緒沒有明顯的差異；然而高度寂寞的消費者，不但整體正向情緒、負向情緒都較低度寂寞的消費者不佳，且高度寂寞的消費者在回到家一陣子後的情緒相較在逛街當下更明顯地低落許多。 本研究在對寂寞消費動機的類型上，首先指出寂寞消費動機包括「追求–逃離」、「人際–個人」兩大寂寞消費動機元素，共可分為四類消費動機，可作為日後研究寂寞感學者之參考；且在消費類別的分類上亦發現與各類寂寞消費動機之關連性，並依此對廠商提出實務上的建議，最後，本研究指出消費行為無法持續有效的改善消費者因寂寞程度所帶來的負面影響，作為消費者選擇因應寂寞感之行動參考。 / The purpose of this study is to realize the diversity of lonely consumers’ shopping motivations and the relationships between their lonely shopping motivations and shopping behaviors. This study also aims to discuss whether negative emotions of lonely consumers can be effectively changed by their shopping behaviors. Hence, this study has three goals: first, to explore in depth the shopping motivations of lonely consumers; second, to identify the relationships between different shopping motivation types and shopping behaviors; and third, to know the difference of the consumers’ shopping emotions in different time points, i.e. during and after their shopping behaviors. The research process of this study is composed of two steps, each employing a different research method. The first step uses in depth interviews to investigate consumers’ shopping motivations when feeling lonely. These in depth interviews were held with six compatible consumers introduced through friends. The second step uses questionnaires to analyze the types of lonely shopping motivations and to discover the relationships between shopping motivations and shopping behaviors. This step utilizes a sample of 550 consumers. All of respondents were reported in two different contexts. Around three fifth of the respondents (331) filled out on the spot during respondents’ shopping process in order to assess his/her emotion at the moment; 219 respondents were asked to bring back the questionnaire and complete at home after shopping so as to determine their post-shopping emotion after a period of time. Results of the sample of 550 consumers show that consumers have four types of lonely shopping motivations, which are the same as the results of the in depth interviews. These motivations include seeking interpersonal contacts, seeking personal feelings, escaping interpersonal environments, and escaping personal moods: the motivation of seeking interpersonal contacts means that consumers want to be in contact with people via interpersonal activities, the motivation of seeking personal feelings refers to consumers wanting to find some specific feelings by involving themselves into activities, the motivation of escaping interpersonal environments indicate that consumers want to change their daily routines, and the motivation of escaping personal moods suggests that consumers want to forget their troubles or the bad moods. Moreover, this study discovers a new set of motivations besides the seeking motivations already pointed out by the academics—the escaping motivations. Consumers with high degree of loneliness are stronger in the motivation of escaping personal moods and weaker in the motivation of seeking interpersonal contacts than consumers with low degree of loneliness. Results also reveal the relationships between lonely shopping motivations and shopping behaviors: the monthly costs of discretion activities such as going to KTVs, pubs, movies, etc. are affected by the motivations of seeking interpersonal contacts and escaping personal moods, whereas the monthly costs for clothing are affected by four kinds of lonely shopping motivations, and the monthly costs of dining with friends are affected by the motivation of seeking interpersonal contacts. Other than costs, the frequency of shopping is affected by motivations of seeking personal feelings and escaping personal moods; the average spending time on the street is also affected by the motivation of seeking interpersonal contacts. Furthermore, comparison of consumer emotions during and after shopping reveals that positive shopping emotions are stronger during shopping than when at home after shopping, but negative shopping emotions are the same for both groups. If consumers have a high degree of loneliness, emotions during shopping are worse than those at home after shopping. However, there is no significant difference for consumers with a low degree of loneliness in their emotions during shopping and at home after shopping. This reveals that shopping behaviors cannot sustainably improve the emotions of consumers with high degrees of loneliness. To sum up the result of this study, when consumers feel lonely they have four types of shopping motivations, including seeking and escaping. This result can be an important framework for the future researches. Moreover, businesses can take the relationships between lonely shopping motivations and shopping behaviors into consideration when designing marketing plans. Finally, consumers should know that the shopping behaviors cannot sustainably ameliorate the negative effects of loneliness.

根據內政部的數據顯示少子化、單人家戶已成為現代社會中的趨勢，而在這樣的社會趨勢底下，人們的價值觀和消費型態也逐漸發生改變。 台灣自1960年代實施的家庭計畫使得生育率開始下降，直到2010年甚至跌到只剩0.895（內政部2010），成為全球生育率最低的國家；不僅是少子化衝擊台灣的社會，單人家戶不斷攀高也是其中一項，從2001年其佔總戶數比例為24%，到2010年上升至28.7%，這再再顯示出台灣的現在和未來，將會有一群龐大的單身族群，這群人可能沒有兄弟姊妹，或是婚姻關係，這變化不單影響著個人的生命歷程，其消費模式都將產生劇烈轉變。 本研究針對此現象，以新竹地區三家星巴克的單身消費的顧客，以及內部員工為對象，探討關於一個人的消費型態。其研究發現長期一個人進入星巴克消費者的動機，不僅消費咖啡、環境，更是消費與夥伴之間的互動關係，而這種消費型態本文稱之為「寂寞消費」，此消費動機有別於過往購買物質性商品的模式，即商品的品質和價錢，其寂寞消費者的動機，更在乎場域之間彼此的「關係」，這群消費者多半來自於單身、親密關係較為缺乏的生活環境，以及喜愛與他人互動的性格，從這些現象可以得出，當未來人們趨於單身時，如何可以消費中同時獲得社會性滿足將會是新的商機。 / According to the statistics provided by the Interior ministry, the low-birth rate and single-family household rate have been a trend nowadays. Under such a circumstance, people’s values and consuming types are gradually changing. Since 1960, the birth rate has started to decrease resulting from the implement of Family Project(家庭計畫) in Taiwan. Till 2010, the birth rate had fallen to 0.895 (Interior ministry 2010), which is the lowest birth rate in the world. It is noted that not only the trend of fewer children(少子化) but the increasing of single-family household (單人家戶) strike Taiwan society. Specifically, the rate of single-family household in Taiwan keeps increasing from 24% to 28.7% in 2001 and 2010, respectively. This phenomenon implies that there has been and will be a large group of people having no brothers, sisters or marriage relation in Taiwan. Such changes in social structure will affect the life experience for each single person and significantly change people’s consuming types. In this thesis, in order to investigate the above-mentioned phenomenon, we took single consumers and staff of three STARBUCKS shops in Hsinchu as samples to explore the consuming type of a single person. It is found that a long-term consumer who is single consumes not merely coffee and environment but the interaction with staff in STARBUCKS. Such consuming type is called loneliness consuming in this study. Looking into the causes of loneliness consuming, the motivation behind such consuming is to establish relationship with people through places. It is observed that the lonely consumers in general like to interact with people but are single or from the environment with less close relationship. Accordingly, in the trend of more people being single, how to simultaneously satisfy the sociality in the behavior of consuming for consumers may yield new business opportunities.

本研究的主要目的在探討下列的關係： １•寂寞感是否因性別、年齡不同而有所差異？ ２•自我意識和寂寞感的關係為何？不同自我意識程度者，其寂寞感是否不同？ ３•自我坦露與寂寞感有何關係？不同自我坦露方式，其寂寞感是否不同？ ４•性別、年齡、自我意識、自我坦露與寂寞感有何關係？ 本研究以大台北地區高中和大學生為對象，研究工具包括（１）寂寞量表，（２）自 我意識量表，（３）自我坦露量表，（４）個人排遣時間方式。研究中主要使用的統 計方法為：多變項變異數分析、變異數分析、Ｓｃｈｅｆｆｅ′法事後考驗等。 研究結果如下： １•年齡在寂寞感程度上：就寂寞感總量表、寂寞無助、缺乏友伴、歸屬感弱而言， 皆不因年齡不同而有差異。 ２•性別在寂寞或程度上有顯著差異：其中就總量表言，無差異，男生在寂寞無助上 得分較高，女生在歸屬感弱得分較高。 ３•自我意識與寂寞感有顯著關係：其中「個人自我意識」與寂寞感呈顯著負相關， 「公眾自我意」與寂寞感呈不顯著零相關，「社會焦慮」與寂寞感呈極顯著正相關。 ４•自我坦露與寂寞感呈顯著相關：就中學組言，對母親、父親、男女性朋友、老師 的坦露均呈顯著負相關；而就大學組而言，則對父親、母親、男女性朋友的自我坦露 與寂寞感呈顯寞負相關，對老師的自我坦露與寂寞感無關，並且自我坦露程度不同， 其寂寞感有不同的程度。 綜合以上結果，加以討論，並對教育及輔導工作提出若干建議。

本研究重點欲探討時下人人皆有的心理狀態「寂寞感」、「交友軟體的使用動機」與「自我揭露」行為之間的關係、而「交友軟體品質特性」又如何調節影響「交友軟體使用動機」與「自我揭露」行為。本研究採取網路問卷調查的方式，對於交友App有使用經驗的使用者為主要調查對象，共計307有效問卷進行分析。本研究主要發現如下： 1.本研究的受試者以男性、年齡18-25歲、學歷以大專院校者為最多，感情狀況以未婚族群最多，但是還是有非單身甚至已婚交友用戶；使用交友軟體的時間大多兩年之內，平均下載2.66個交友App軟體，其中最常使用的交友App軟體為Beetalk。受試者平均每週上交友軟體的天數為5.07天，每週花費5.43小時。另外，高達94.1%的受試者曾經在交友App平台上與陌生人進一步用其他通訊軟體、社群媒體互動，並有88.9%的受試者曾約現實碰面。 2.寂寞感程度可顯著的正向預測交友軟體使用動機中的日常社交、社會逃避以及尋愛之三個構面。 3.寂寞感程度可顯著的正向預測自我揭露中的誠實度、數量以及正負向之三個構面。 4.關於交友軟體使用動機(日常社交、社會逃避、尋愛)與自我揭露(誠實度、數量、正負向)之間的關係：交友軟體使用動機中日常社交、社會逃避與尋愛之三個構面皆可顯著預測自我揭露中的誠實度：當日常社交和社會逃避動機越高時，自我揭露中的誠實度越高；但是當尋愛動機越高時，自我揭露中的誠實度越低。交友使用動機中日常社交和尋愛之二個構面皆可顯著預測自我揭露中的數量：當日常社交動機越高時，自我揭露中的數量越高；但當尋愛動機越高時，自我揭露中的數量越低。交友使用動機中日常社交之構面可顯著正向預測自我揭露中的正負向。 5.交友軟體品質特性(使用者介面、安全性、形象聲譽、會員素質、尋愛達成率)對交友軟體使用動機與自我揭露的調節效果中，僅只有尋愛達成率對交友軟體使用動機和自我揭露產生調節效果。 6.交友軟體使用動機中僅有日常社交之構面對於寂寞感程度與自我揭露有中介效果。 / The purpose of this study is to explore how “loneliness” which is widely prevalent throughout the society affects the motives of using online dating applications and the behavior of self-disclosure. Furthermore, how the quality of online dating apps operates in between the motives of using online dating apps and the behavior of self- disclosure. Online survey was conducted and 307 respondents completed the questionnaire. The research results are presented as follow: 1.Most of the respondents in the study are male, aged from 18 to 25, graduated from college and are currently single. Still, there are some of them in a relationship and even married. Subjects mostly have been used the dating apps less than 2 years, and averagely downloaded 2.66 dating apps. Furthermore, the most popular dating apps is Beetalk. Respondents use dating apps 5.07 days a week and 5.43 hours a week in average. Besides, there are 94.1% of the respondents have used other social media or social apps to communicate with other users they met in dating apps and 88.9% of the respondents have actually met up in real life. 2.Different degree of loneliness have statistically significant and positive predictable effect on the motives of using online dating apps including “Daily Social Needs”, “Escape to Virtual World”, and “Romance”. 3.Different degree of loneliness have statistically significant and positive predictable effect on the different aspects of self-disclosure including: Honesty, Quantity, and Positivity. 4.The motives of using online dating apps including “Daily Social Needs”, “Escape to Virtual World”, “Romance” have statistically significant and predictable effect on the honesty of self-disclosure. “Daily Social Needs” and “Romance” of motives have significant and predicable effect on the quantity of self-disclosure. Only “Daily social needs” have statistically significant and predictable effect on the positivity of self-disclosure. 5.Only the quality of “Love Achievement Rate” of online dating apps have operation effects in between the motives of using online dating apps and the behavior of self- disclosure. 6.Only “Daily social needs” of motives of using online dating apps have mediation effects between loneliness and the behavior of self disclosure.

本研究主要目的在探討有戀愛經驗大學生的「成人依附」、「社交能力」、「社會支持」、「寂寞」與「憂鬱」之間的關係。依此目的，本研究先探討不同背景變項的大學生在「逃避依附」、「焦慮依附」、「社交自我效能」、「困擾的自我揭露」、「社會支持」、「寂寞」與「憂鬱」上的差異情形，並以兩個模式探究有戀愛經驗大學生的「成人依附」、「社交能力」、「社會支持」、「寂寞」與「憂鬱」之間的關係。模式一探討「逃避依附、焦慮依附、社交自我效能、困擾的自我揭露、寂寞與憂鬱之關係」；模式二探討「逃避依附、焦慮依附、社交自我效能、困擾的自我揭露、社會支持與憂鬱之關係」。研究採問卷調查法，以台灣十一所大學805位有戀愛經驗的大學生為對象，並以隨機方式將之分為兩組，第一組399人，用來刪題與發展模式；第二組406人，用來驗證模式及探究不同背景變項的受試在各研究變項上的差異。研究工具包括成人依附量表、社交自我效能量表、困擾的自我揭露量表、寂寞量表、社會支持量表和憂鬱量表。資料分析方法為因素分析、信度分析、t考驗、單因子變異數分析及結構方程模式。 本研究以第一組樣本探討初始模式發現，初始模式與觀察資料間適配不理想，故根據修正指標進行修正，修正後的模式與資料適配後，再以第二組樣本驗證模式的穩定性，經驗證模式一及模式二具備相當穩定性，且模式一及模式二都與觀察資料適配，並能有效解釋變項間的關係。 主要研究結果如下： 第一，在背景變項方面：（一）女性受試的「困擾的自我揭露」與「社會支持」顯著高於男性；（二）一年級受試的「焦慮依附」顯著高於三年級及四年級的受試；（三）不在戀愛中受試的「逃避依附」、「焦慮依附」與「寂寞」顯著高於在戀愛中的受試，而在戀愛中受試的「社會支持」顯著高於不在戀愛中的受試；（四）無晤談經驗受試的「逃避依附」顯著高於有晤談經驗的受試，有晤談經驗受試的「寂寞」與「憂鬱」顯著高於無晤談經驗的受試。其他部分則無顯著差異。 第二，在模式方面：（一）逃避依附與焦慮依附會透過社交自我效能而間接影響寂寞，再間接影響憂鬱；（二）逃避依附與焦慮依附會透過社交自我效能而間接影響社會支持，再間接影響憂鬱；（三）逃避依附會透過困擾的自我揭露，間接影響社交自我效能，再透過社交自我效能間接影響寂寞，再間接影響憂鬱；（四）逃避依附會透過困擾的自我揭露，間接影響社交自我效能，再透過社交自我效能間接影響社會支持，再間接影響憂鬱；（五）焦慮依附會直接影響憂鬱；（六）焦慮依附會透過寂寞間接影響憂鬱；（七）焦慮依附對憂鬱的影響效果會大過逃避依附對憂鬱的影響效果；（八）困擾的自我揭露對寂寞不具直接影響力，困擾的自我揭露會透過社交自我效能間接影響寂寞；（九）逃避依附、焦慮依附、困擾的自我揭露對社會支持不具直接影響力，逃避依附、焦慮依附、困擾的自我揭露會透過社交自我效能間接影響社會支持。 最後，根據研究結果，針對個人、學校諮商與輔導實務及未來相關研究提出建議，以供參考。 / The Relationships Among Adult Attachment, Social Competencies, Social Support, Loneliness and Depression of College Students Ching-Ju Lee Abstract The main purpose of this research was to study the relationships among “adult attachment,” “social competencies,” “social support,” “loneliness” and “depression” of the college students who had romance. The researcher first investigated the differences in terms of “attachment avoidance,” “attachment anxiety,” “social self-efficacy,” “distress self-disclosure,” “social support,” “loneliness” and “depression” among the participants who had the different background variables. Also studied were the relationships among “adult attachment,” “social competencies,” “social support,” “loneliness” and “depression” of the college students who had romance by using two models. Model one was used to study “the relationships among attachment avoidance, attachment anxiety, social self-efficacy, distress self-disclosure, loneliness and depression.” Model two was used to study “the relationships among attachment avoidance, attachment anxiety, social self-efficacy, distress self-disclosure, social support and depression.” This study employed questionnaires to collect data. The participants of the study were 805 Taiwan college students who had romance from 11 universities, and were randomly divided into two groups. In group one, there were 399 participants whose data were used to cancel items and develop models, and in group two there were 406 participants whose data were used to test models and study the differences in regards of different research variables among the participants who had the different background variables. The participants were evaluated by Adult Attachment Scale, Social Self-efficacy Scale, Distress Self-disclosure Scale, Social Support Scale, Loneliness Scale and Depression Scale. The data were analyzed by factor analysis, Cronbach α analysis, t-test, one-way ANOVA and SEM. The initial models tested by group one did not fit well with the observed data. Therefore, applying the modification index, the researcher modified the models till the models fit the observed data, then tested the models’ stability by group two, and came to confirm the stability of model one and model two. The researcher found both model one and model two fit the observed data, and could effectively explain the relationships among the variables. The main results of this study were as follows: First, about the background variables: 1. The scores of “distress self-disclosure” and “social support” of girls were significantly higher than those of boys. 2. The scores of “attachment anxiety” of freshmen were significantly higher than those of juniors and seniors. 3. The scores of “attachment avoidance”, “attachment anxiety”, and “loneliness” of the students who were not in love were significantly higher than those of the students who were in love, and the scores of “social support” of the students who were in love were significantly higher than those of the students who were not in love. 4. The scores of “attachment avoidance” of the students who had no counseling experience were significantly higher than those of the students who had counseling experience while the scores of “loneliness” and “depression” of the students who had counseling experience were significantly higher than those of the students who had no counseling experience. There were no significant differences among other variables. Second, about the models: 1. Attachment avoidance and attachment anxiety could affect social self-efficacy, and could thus in turn affect loneliness through social self-efficacy, and could indirectly continue to affect depression through loneliness. 2. Attachment avoidance and attachment anxiety could affect social self-efficacy, and could thus in turn affect social support through social self-efficacy, and could indirectly continue to affect depression through social support. 3. Attachment avoidance could affect distress self-disclosure, and could thus in turn affect social self-efficacy through distress self-disclosure, loneliness through social self-efficacy, and depression through loneliness. 4. Attachment avoidance could affect distress self-disclosure, and could thus in turn affect social self-efficacy through distress self-disclosure, social support through social self-efficacy, and depression through social support. 5. Attachment anxiety could directly affect depression. 6. Attachment anxiety could indirectly affect depression through loneliness. 7. The effect of attachment anxiety affecting depression was higher than that of attachment avoidance affecting depression. 8. Distress self-disclosure could not directly affect loneliness, while it could indirectly affect loneliness through social self-efficacy. 9. Attachment avoidance, attachment anxiety and distress self-disclosure could not directly affect social support, whereas they could indirectly affect social support through social self-efficacy. Finally, based on the results of the study, the researcher made some further suggestions for individuals, school counseling and future researchers.

本研究之主要目的在探討（一）性別、年級、出生序與高中生寂寞之關係；（二）父母管教方式與高中生寂寞之關係；（三）手足關係與高中生寂寞之關係;（四）背景變項、父母管教方式、手足關係對高中生寂寞之預測力。 本研究使用調查研究法，並透過文獻分析、問卷調查與統計分析等步驟歸納結論。研究對象為就讀於台北縣市之高中生，共施測1044份問卷，其中有效問卷為906份。研究工具計有：（一）基本資料調查表；（二）寂寞量表；（三）父(母)管教方式量表；（四）手足關係量表。使用之統計方法為：因素分析、描述統計、單因子單變量變異數分析、相關分析、多元迴歸分析，並以Scheffe′法進行事後比較。研究結果如下： 一、不同年級的高中生，在整體寂寞及『寂寞無助』、『缺乏友伴』、『歸屬感弱』三個寂寞向度上均無顯著差異。 二、不同性別的高中生，其寂寞程度具有顯著差異：高中男生整體寂寞較女生為高，並且較女生感到缺乏友伴。 三、不同出生序的高中生，在整體寂寞及三個寂寞向度上均無顯著差異。 四、父親管教方式不同，高中生之寂寞程度具有顯著差異：在父親忽視冷漠管教方式下，高中子女最為寂寞。 五、母親管教方式不同，高中生之寂寞程度具有顯著差異：大致在忽視冷漠管教方式下，高中子女之寂寞程度較開明權威、寬鬆放任管教方式為高；而母親若採用專制權威管教方式，高中子女將較採用開明權威管教方式者感到缺乏友伴以及缺乏歸屬感。 六、父母管教方式不同，高中生之寂寞程度具有顯著差異：大致在父母均採用忽視冷漠管教方式下，高中子女之寂寞程度較均採用開明權威、專制權威管教方式為高；此外，若父母管教方式不一致，高中子女之整體寂寞以及三個寂寞向度之得分，均較父母均採用開明權威管教方式者高。 七、四項手足關係均與高中生之寂寞顯著相關：手足間衝突越高、父母對手足越偏寵，則高中生寂寞程度越高；手足關係越親密、在手足間之相對地位越高，則高中生越不咸到寂寞。 八、背景變項、父母管教方式、手足關係等變項，均能有效預測高中生之寂寞。對寂寞之解釋量分別為:整體寂寞-12.8％；寂寞無助-13.3％；缺乏友伴-14.3％；歸屬威弱-7.3％。 本研究針對上述發現加以討論，並提出建議以供父母及學校輔導人員參考。

本研究旨在探討老年人寂寞及其相關因素模式。主要目的為：一、編擬老年人寂寞量表，以測量老年人寂寞。二、瞭解我國老年人的寂寞現況並比較不同背景變項之老年人在寂寞上的差異情形。三、建立人格特質（神經質與外向性）、自覺健康狀況、社會關係數量、社會供應（情緒共同感、價值肯定、社會共同感）與寂寞（情緒性寂寞與社會性寂寞）之間的結構方程模式，以瞭解變項之間的路徑關係。 為逹以上目的，本研究採用問卷調查法，以702位老年人為研究對象，施以「人格特質量表」、「社會關係量表」、「自覺健康狀況量表」，修訂之「社會供應量表」、自編之「老年人寂寞量表」等量表，並以描述性統計分析、t考驗、單因子變異數分析、結構方程模式進行統計分析。研究發現：1.老年人寂寞量表經因素分析，可區分為情緒性寂寞與社會性寂寞。2.我國老年人的寂寞程度為中度偏低，社會性寂寞顯著高於情緒性寂寞。3.不同年齡、性別、婚姻狀況、參與社團與居住狀況的老年人在寂寞上有顯著差異。4.去除解釋力低的自覺健康狀況，人格特質、社會關係數量、社會供應與寂寞所建構之結構方程模式的適配度獲得支持，可以有效解釋相關變項間的關聯性。 最後本研究根據研究結果進行討論，並對諮商實務及未來研究提出建議。 / The purpose of this study was to develop a 「Loneliness Scale for the Elderly」 and to explore loneliness and related factors in the elderly. Moreover, this study created the structural equation model of personality traits（neuroticis / extraversion）、quantity of social relationship、self-perceived health status、social provision（emotional togetherness / reassurance of worth / social togetherness）and loneliness（emotional loneliness / social loneliness）in the elderly, which served the purpose of illustrating the linear structural relationships among the relevant variables. The participants in this study were 702 elderly people in Taiwan. Research instruments included Personality Traits Scale、Quantity of Social Relationship Scale、Self-perceived Health Status Scale、Social Provision Scale, and Loneliness Scale for the Elderly. The collected data was analyzed by descriptive statistics, t-test, ANOVA, and structural equation model. The findings were as follows: 1. Two factors were extracted from the Loneliness Scale for the Elderly by factor analysis, they were emotional loneliness and social loneliness. 2. The level of loneliness among elderly was moderate and social loneliness is significantly higher than emotional loneliness. 3. There were significant differences in loneliness among different age groups, gender, marital status, group participations, and living arrangements. 4. The structural equation model of personality traits、quantity of social relationship、social provision and loneliness in the elderly could explain the relationship among main variables. Based on these findings, some suggestions were made for practice and future research.

本研究由科技接受度模型為出發點，探討台灣50歲以上國民對於網路購物平台的使用習慣及態度，加入不同的外部因素分析，包含人群接觸偏好、自我實踐、認知有用、認知易用、購物動機、知覺風險及關係品質，目的在於了解不同的外部因素對此一族群最後是否會回到同一個購物平台購買商品之影響，意即對網路購物平台產生忠誠度，並且加入寂寞感作為使用者態度與忠誠度之間的調節變數。採用問卷調查法隨機抽樣，同時發放紙本及網路問卷，有效回收173份，網路回收效果較佳，佔有效問卷的84%。 透過研究結果得知，自我實踐與人群接觸偏好皆對於科技接受模型當中的認知有用有直接的影響，顯示出50歲以上的國民在使用網路時，會受到過去的購物經驗（與人購買商品）的影響，不過對於新科技保持積極學習心態的個體會有意願嘗試使用網路購物。而當個體感受到網路購物是省時或是省錢的（認知有用）、認為操作是簡單明瞭的（認知易用）都會提高消費者使用網路購物的意願。 此外，消費者對於在網路購物平台上付費是否安全以及付費之後是否真的能拿到符合期待的商品有疑慮時，會降低網路購物的意願，因此網路購物平台業者要重視並且消弭這樣的知覺風險，這同時也將會提升消費者在網路購物的動機；如同實體商店，消費者也重視與網路購物平台業者之間的關係，也就是說，當有網路購物平台業者提供的客服是良善的，在購物前、中、後都重視消費者的感受、照顧消費者，建立一個良好的顧客關係，不僅提升消費者使用網路購物平台的意願，更能夠加深消費者對該網路購物平台的忠誠度。 然而，在調節項寂寞感的作用之下，並無明顯的調節效果，本研究建議後續相關研究者可以針對此項因素的影響力進行質化研究，例如深度訪談法。實務貢獻提供網路購物平台業者對於50歲以上國民的行銷策略上，除了以折扣優惠吸引此一族群的消費者之外，也應重視消費者心理層面上的感受、並且提供完整的資訊及即時有效的客服幫助消費者解決購物問題，建立消費者在網路購物平台上的專屬資產成本，達到良好的顧客關係循環。 / The purpose of the present study was to examine the influence of various external factors, including preference of human contact, self-actualization, perceived usefulness, perceived ease of use, shopping motivation, perceived risk, relationship quality and loneliness on consumer attitude toward online shopping and customer loyalty to the particular online shopping platform. We studied the relationship among the variations by using paper-based survey and the online survey. Our target participants were the people who over 50 years old in Taiwan. The data supports the following findings: if the consumer who has higher self-actualization would more likely agree that using online shopping platform to buy goods is useful. However, if the consumer has a higher preference for human contact will have a negative impact on perceived usefulness. Besides, to increase consumer's desire to use online shopping, we should notice that decreasing consumer’s perceived risk such as secure payment service and clear return rules and build a reliable customer relationship are crucial. That means, in addition to giving discounts to attract this group of consumers, online shopping platform company should also pay attention to consumer feelings. In the end, limitations and suggestions to future studies were provided.