消費者為了滿足或接近幻想而產生的消費行為稱之「消費幻想」，雖然這個消費新趨勢已受到消費者行為研究者的注目，但是由於缺乏一般化的量化分析工具，過去只能以深入訪談等質化方式，討論特定類型的消費幻想 (Belk and Costa, 1998; Martin, 2004; 李德儀，2005)，無法全面瞭解此一構念，因此本研究之主要目的便是建製一個可穩定有效衡量幻想程度的量表，預測其消費幻想程度。 本研究回顧過去研究，歸納出幻想來自於消費者心中未滿足的需求或缺憾，且應包括「個人感受性」、「非現實」、「未實現」與「期待感」四個要素，而幻想內容則涵蓋「認知實現機率」、「過去自身經驗相關度」、「外顯具體化程度」、「個人感受細膩度」與「持續程度」五大連續構面。 參考多位學者建製量表之過程 (Zaichkowsky, 1985; Lichtenstein et al., 1990; Churchill, 1979)，本研究利用上述幻想面向發展題項題庫，經過四次專家評估修正題項題庫，設計出幻想量表初稿，再利用兩階段表面效度分析發展第一版幻想量表後，針對18歲至26歲學生進行四次小規模施測，並以內部一致性信度分析結果純化量表，建製出正式量表。最後收集新資料，進行信度分析、驗證性因素分析與效標關連效度分析，建製出一套19題李克特形式五點尺度的幻想量表，量表的內部一致性Cronbach’s Alpha值為0.93，再測信度為0.93，涵蓋「脫離現實的愉悅感」、「非現實」、「個人感受細膩度」與「外顯具體化程度」四大構面。透過分析敘述統計量，本研究認為量表總分超過75分之年輕學生，屬高度幻想者且高消費幻想潛力；量表總分低於50分之年經學生，則為低度幻想者且消費幻想潛力也低。 此外，從文獻中發現消費幻想程度高者，易出現不理性消費與固著式消費傾向，認為可以作為消費幻想之效標，且因為沒有這兩種消費傾向之量表，本研究經由上述建製流程，同步發展出不理性消費與固著式消費傾向兩個量表，最後透過效標關連效度分析，確認固著式消費傾向較適合做為幻想之效標。 / Consumption fantasy means a fantasy-driven consumption behavior. Although Consumer Behavior researchers have paid great attention to this new consumption trend, researchers could only discuss some specific consumption fantasy behaviors by qualitative methods due to the lack of quantitative analysis tools (Belk and Costa, 1998; Martin, 2004; Julia Lee, 2005). Therefore, this construct cannot be explored comprehensively so far. This study aims at developing a scale that can not only measure fantasy stably and effectively but predict consumption fantasy level. Through literature review, fantasy is originated from unmet demand or imperfection, containing four factors which are “Personal Perception”, “Unreality”, “Unrealization”, and “Expectative Feeling”. The content of fantasy covers five dimensions that are the probability of “Perceptive Realization”, the degree of “Pass Experience Relatedness”, “Embodiment”, “Fineness”, and “Persistency”. Referring to some researchers about scale development (Zaichkowsky, 1985; Lichtenstein et al., 1990; Churchill, 1979), these factors and dimensions mentioned above had come into use in generating items pool. Four panel discussions were held on the revision of items pool and the first draft of fantasy scale was developed. The first edition of this scale was created by means of two-staged face validity analysis. Four small-scale surveys were executed and respondents are students, ranging from 18 to 26 years old. The first edition scale is purified and become formal fantasy scale through assessing internal consistency reliability. The last new data is collected by formal scale and internal consistency reliability, confirmatory factor analysis and criterion-related validity, which are measured for assessing the quality of formal fantasy scale. Moreover, two groups of another new data are collected for assessing test-retest reliability. Through the process mentioned above, fantasy scale, which contains 19 Likert-type items, is developed. And Cronbach’s Alpha of this scale is 0.93; test-retest reliability is 0.93. This scale covers four dimensions, which are “Delight of Fleeing from Reality”, “Unreality”, the degree of “Fineness” and “Embodiment”. The young students whose scale score is over 75 are grouped into high degree of fantasy and easily transform their fantasy into consumption behaviors,on the other hand, the young students whose scale score is below 50 are categorized in low degree of fantasy and hardly transform their fantasy into consumption behaviors. Besides, irrational consumption tendency and fixated consumption tendency are discovered to be the criterion of consumption fantasy from literature review. For the lack of measure tools for these two consumption tendencies, the similar development process is adopted for developing another two scales. By assessing criterion-related validity, fixated consumption tendency is confirmed to be fitter for criterion of fantasy.

消費幻想的概念在近年來受相關研究者的注目而持續發展，但常僅止於概念探討 (Belk et al., 2003；李德儀, 2005) 或特定的高幻想族群之研究 (Martin, 2004)，究其背後成因是缺乏幻想衡量工具。在國內研究學者黃依婷 (2006) 建製了第一份幻想量表，終使後續相關研究得以展開，但其幻想量表的建製流程、再測信度、效標關聯效度和幻想量表之構面，皆仍有可改善之處。故本研究的目的，是評估舊有之幻想量表，進而修正成一份具有良好信度與效度的幻想量表。 本研究選擇黃依婷 (2006) 在建製量表時第二次施測的問卷版本，接續評估幻想量表構面，並進行量表純化與信度效度分析，以改善量表之品質。卻發現量表的構面相當不穩定，而進行一次表面效度鑑定後，發現構面之設計確實存在部份構面之間的題項易混淆與部份題項和其所在之構面定義不符。故確定舊有之幻想量表施測版本有重新整理構面之必要，經回顧文獻與重新檢視量表之目的後，確認了「構面-要素」矩陣設計概念的幻想量表構面，並在經過兩次專家評估修正以融合舊版幻想量表部分題項與新設計之題項，組成新幻想量表之初稿。構面整理後之幻想量表初稿經確認構面與題項設計具表面效度後，便利用校園樣本進行三次小規模施測，以內部一致性信度分析和探索性因素分析結果純化量表，建製出正式研究之幻想量表。最後再於200位一般消費者施測，進行信度分析、驗證性因素分析與效標關聯效度後，建製出一套19題李克特形式五點尺度之幻想量表，整體之內部一致性Cronbach’s Alpha值為0.90，再測信度為0.81，涵蓋「取得距離」、「過去經驗」、「細膩程度」、「持續程度」四大構面。 另外，本研究回顧文獻發現幻想程度較高者，在想像力生動程度可能較佳，而可利用Marks (1972, 1973a, 1973b) 所建立之想像力生動程度量表作為幻想量表之效標，透過效標關聯效度分析，確認幻想程度越高，想像力生動程度也越高，而證明本研究修建之幻想量表具有效標關聯效度。最後利用幻想量表驗證幻想相關推論與命題，發現年齡越高，幻想程度越低；在幻想構面「過去經驗」與「細膩程度」間，並無顯著之負相關。 / The concept of consumption fantasy has continually been receiving attention and kept developing by researchers in relevant fields, but relevant research could only focus on concept development (Belk et al., 2003; Julia Lee, 2005) or specific groups with higher degree of fantasy (Martin, 2004) due to lack of instruments to measure fantasy. Research about consumption fantasy through quantitative method has been commenced after the first fantasy inventory was built by domestic researcher Huang I-tin (2006). Nevertheless, there is still room for further revision and improvement in the development process, test-retest reliability, criterion-related validity and the dimensions of fantasy inventory build by Huang I-tin. This study is aimed to access the traditional fantasy inventory and rebuild it into an inventory with better quality on reliability and validity. The second edition of pretest questionnaire used by Huang I-tin was chosen to conduct subsequent development of dimension assessment, inventory purification, reliability and validity analysis to increase the quality of fantasy inventory. The face validity analysis was executed due to the discovery of unstable of inventory dimensions, the result unveiled that some items in some dimensions are hard to distinguish and some items do not satisfy the definitions of their dimensions. Referring to literatures and reassessing the purpose of fantasy inventory due to the need of rearrangement of dimensions in this inventory, “dimension-factor” matrix of design concept was initiated, and the first draft of revised fantasy inventory was developed after two panel discussions held on the revision and integration of old items extract from old fantasy inventory with new designed items. Once the fantasy inventory had been proved to have face validity via dimensional assessment, three small-scale surveys, in which the respondents are composed of students, were executed to develop the formal fantasy inventory through internal consistency reliability and exploratory factor analysis aimed to purify the draft of fantasy inventory. After the small-scale surveys, 200 general consumers were chosen to conduct formal questionnaire survey, which included reliability analysis, confirmatory factor analysis and criterion-related validity analysis, to build a fantasy inventory containing 19 Likert-type items. Overall, the Cronbach’s Alpha of this inventory is 0.90; test-retest reliability is 0.81. This inventory covers four dimensions: the distance of “Accessibility”, ”Pass Experience Relatedness”, the degree of “Fineness ”, and the degree of “Continuity”. In addition, the degree of vividness of visual imagery is discovered to be the criterion of fantasy from literature review. By assessing criterion validity, the degree of vividness of visual imagery is confirmed to be fit for criterion of fantasy. Finally, for the test of thesis that older people have lower degree of fantasy; the result indicated that there’s no negative relation existing between the dimension of “experience-relativity” and the dimension of “the degree of fineness”.

本研究針對消費幻想此議題，進行有別於傳統媒介上的研究。消費幻想是一種特殊消費動機，起源於因現實生活中的限制，無法達成追求的目的，使的內心產生不舒服的感受，為了消除這種負面感受，只好以間接的方式來達成目標，亦即以滿足幻想為出發點而產生的消費行為。此研究過去在實體媒介被探討，然而因為現階段的時空背景下，人們與網路的關係越發密切，因此本報告將把此議題放在虛擬媒介上作研究，意即以一線上社群交友網站會員-愛情公寓的住戶們為對象進行研究。 本報告運用質化研究扎根理論的取徑，以線上即時通的方式深度訪談了共七位的愛情公寓女性住戶們，其年齡層橫跨14至40歲。研究結果產生了四種典型故事，及六大要素所構成的個案架構圖。四種典型故事（設計的快樂、愛情的延續、尋求認同感、擴大交友圈）呈現了住戶們尋求三種不同的滿足（追求隨心所欲之境界的需求、愛情的需求及友誼的需求）；六大要素則描繪在愛情公寓平台上幻想滿足的過程及讓此過程順利進行的輔助因素。 此研究發現，除了平台的功能是帶給人們滿足幻想的因素外，網路的特性加強了幻想氛圍逼真的程度。此外，研究中也發現人們的需求或是慾求雖是普遍性的（如：每個人都有對愛情美好性的嚮往），但是這些需求/慾求的樣貌構成的元素卻因人而異。另外，沈浸幻想氛圍的結果除了一般所熟知的會因此產生相對應的消費行為外，在本研究中另發現了人們會對虛擬物品產生情感連結及使用者性格浮現的情形。而最後以幻想至消費的途徑過程來看，本研究瞭解到幻想其實是一個尋換不斷的過程，只要在現實生活中因某種限制而無法直接達到目的，使用者都將長時間的以這種間接方式來完成目標。 有鑑於本研究探討的媒介與往常的研究不同，因此發現了許多關於幻想的另一層面，研究結果可供後續的學術研究在虛擬媒介上作一步探討時提供基礎，並可供運用幻想消費為行銷手法的人員作執行上及思維上的參考依據。 / The study aims to investigate the theme- consumer fantasy, on a new channel. Consumer fantasy defines as a special consumption motivation, it originates from the limits that prevent people to achieve the goal and intern arises an uncomfortable feelings. In order to subside these negative feelings, people then achieve the goal in an indirect manner, which is the fantasy- driven consumer behavior. This was often been studies on a physical channel, however, due to the internet era, people have more close relation with internet than before, this study will have the theme- consumer fantasy, research on the virtual channel, using I-Part as the example. The research method of the study is grounded theory in qualitative research, interviewing 7 female inhabitants, age range from 14- 40 years old, via online instant messenger. The study results 4 typical stories and a model that constructs by 6 factors. The 4 typical stories( The happiness on design, the extension of love, looking for agreement and friends-hood enlargement) reveals 3 fulfillments(freedom, love, and friendship), and the 6 factors of the model depict the process of fantasy fulfillment, adding the complementary that is required. The study results that, besides the website functions that act as a significant part on fantasy fulfillment, website characteristics also play a weighty role. Secondly, people may have the share needs or desires, but the elements of the needs or desires of people may be different from each to another. Furthermore, this study found out that, people may have affection toward the virtual objects after using the website, as well as some of the inhabitant even show the second characteristic during playing the role. Finally, the study found out that the fantasy process may be continuous as long as the limit in the real world exists. Due to the different channel the theme is research on, the study discovers distinct facets of the topic. The results of the study may acted as the exploration for the academic research on consumer fantasy on the virtual channel, and hopefully, it could also provide some thoughts to marketing people.

本研究的主題是探討一種較為特殊的消費動機—以滿足幻想為出發點而產生的消費行為，稱之為「消費幻想」。此概念雖偶爾被應用於一些特殊產品的廣告或行銷手法，但過去並沒有相關的消費者行為研究給予完整深入的探討。 完整的消費幻想循環過程，起源於消費者內心未獲滿足的六大心因性需求(Murray, 1959) ：與非生命相關事物、抱負權力相關、與人性能力相關、施虐受虐、與人際情感相關、及與社會交往相關等。當需求產生，消費者會因為緊張感而產生一股驅力，促使幻想產生，當單純幻想已無法滿足消費者內心的需求時，此時消費者就會進一步尋求能滿足幻想的消費行為，此時產生的消費行為便是消費幻想。此外，媒介或自我的誘發 (Belk, 2003)，除了可以直接刺激幻想的產生，同時也具有提升幻想轉化成消費的能力。 本研究深度訪談20位年齡從21至28歲間之年輕學生，其中包含14位女性及6位男性，分別提供137及47個幻想內容。研究發現，三大幻想內容—角色人物、場景、及抽象感受—當中的對應角色及對應型場景，會刺激對應消費的產生；而特定身分、發展型場景，則多會刺激非對應消費的產生。但不管幻想的內容為何，經由四大構面的劃分，幻想的概念都能夠清楚地被劃分成不同的角度：以取得距離構面劃分幻想時，分為可取得性與不可取得性兩種角度；以與經驗關連性構面劃分幻想，分為經驗基礎與想像基礎兩種角度；以細膩程度構面劃分幻想，分為精細型與直觀型兩種角度；以持續程度構面劃分幻想，分為持續型與情境型兩種角度。 在回歸到幻想與消費之互動關係的探討時，本研究的結果指出，不論前次與這次的未滿足需求來源是否相同，只要是以相同的幻想內容來滿足需求，該幻想內容的強度便會增加，且驅動消費的能力也會提升，可見幻想對消費的影響力是相當龐大的。 本研究最後提出與幻想及消費幻想相關的19個命題，並建構出幻想與消費行為間之完整循環模型與分析架構。研究結果將可提供給行銷人員，一個運用消費幻想的觀念架構及應用觀念，並可供後續相關學術進一步發展消費幻想量表之參考。 / The study aims to investigate a special and unique consumption motivation – “Consumption Fantasy”, which is a fantasy-driven consumption behavior. Even though having been applied to a few product promotions or advertisements, the concept has rarely been explored in Consumer Behavior related researches so far. Complete process of consumption fantasy starts at six unfulfilled psychogenic needs: “Needs Associated with Inanimate Objects”, “Needs that Reflect Ambition, Power, Accomplishment, and Prestige”, “Needs Concerned with Human Power”, “Sado-masochistic Needs”, “Needs Concerned with Affection Between People”, and “Needs Concerned With Social Intercourse” (Murray, 1959). Then anxiety caused by unfulfilled needs will drive consumers to produce fantasies. When simply fantasizing cannot satisfy needs, consumers will even transform fantasy into real consumption. Besides, media seduction or self-seduction, the same as needs, have abilities to arouse fantasies and to encourage consumption fantasies. Twenty in-depth interviews were conducted. Fourteen female and six male interviewees whose ages range from 21 to 28 years old provided separately 137 and 47 fantasies. The results reveal that “Corresponding Role” and “Corresponding Scene” within three major fantasy contents: “Characters”, “Scenes”, and “Abstract Feelings” will stimulate corresponding consumption while “Specific Identity” and “Developing Scene” encourage non-corresponding consumption mostly. However, whatever the content is, fantasy can be segmented into different points of view by four dimensions: degree of “Distance and Inaccessibility”, degree of “Experience Relatedness”, degree of “Fineness”, and degree of “Persistency”. Fantasy is therefore can be divided into 8 viewpoints: “Accessible”, “Inaccessible”, “Experience-Based”, “Imagination-Based”, “Sophisticated”, “Intuitional”, “Persistent”, and “Situational”. Moreover, in consumption fantasy loop, no matter the former and current unfulfilled needs are the same or not, as long as they are satisfied by the same fantasy content, the fantasy strength will get stronger, and its capability of driving consumption will be enhanced, too. So far, we can be sure about how powerful fantasy is towards consumption. Nineteen propositions are stated. Complete model of fantasy and consumption is built, and analyzing framework of consumption fantasy is established firmly by the study. And the results will not only be useful for marketers in consumer-exploration, but offer valuable reference material for the academia.

Schmitt (1999) 提出體驗行銷的五種類型分別為感官、情感、思考、行動與關聯，並分別定義出這些行銷方法的意義與影響。李德儀 (2005) 以深度訪談法提出消費幻想的基本概念與構面，謝易儒 (2009) 重新定義幻想的四大構面：取得距離、過去經驗、細膩程度與持續程度，並發表消費幻想的量表。本研究認為體驗行銷能夠滿足Holbrook與Hirschman (1982) 提出於消費體驗中的幻想，因此本研究探討Schmitt (1999) 的五種體驗行銷是否能滿足不同幻想程度的消費者。 　　本研究採實驗法，共有五個子實驗。經過前測後，設計出五組模擬彩色廣告，每一組各包含兩張廣告，一張為含有體驗行銷訴求的廣告，一張為不含體驗行銷的廣告，共十張受測者觀看廣告後，藉由問卷衡量出對廣告的看法以及幻想程度。本研究採用五種體驗之2（體驗行銷的有無）x 2（消費幻想程度高低） MANOVA，分析測試受測者面對有無體驗的廣告對廣告內容的偏好度與認知程度是否有所影響，並且衡量體驗與幻想的交互作用是否顯著。 　　研究結果顯示：一、面對情感體驗行銷，相對於幻想持續程度低者，幻想持續程度高者對行銷內容的偏好度與認知程度較高。二、面對關聯體驗行銷，相對於幻想細膩程度低者，幻想細膩程度高者對行銷內容的偏好度與認知程度較高。 　　整體而言，本研究發現情感體驗能夠影響幻想持續程度高的消費者，關聯體驗能夠影響幻想細膩程度高的消費者，廠商若針對不同幻想程度的消費者進行特定的體驗行銷，能夠增加消費者對產品或服務的偏好度與認知程度，達到更好的體驗行銷效果。 / Schmitt (1999) pointed out five modules to interpret “Experiential Marketing,” “Sense,” “Feel,” “Think,” “Act” and “Relate,” and defined the meaning and effectiveness of these marketing methods. Lee (2005) defined “Consumption Fantasy,” and Hsieh (2009) identified the four dimensions: “Accessibility,” ”Pass Experience Relatedness,” “Fineness,” and “Continuity,” and then developed the fantasy inventory. In addition, Holbrook and Hirschman (1982) suggested that fantasy is a part of consumption experience, which can be satisfied during the consumption. Therefore, the purpose of this study is to explore the effects of various kinds of experiential marketing on consumers with different levels of consumption fantasy. Experiments are used for this study. Five sets of fictitious colored advertisements were designed; each set had two advertisements of experiential marketing and non-experiential marketing. A 2 (experiential marketing: yes versus no) x 2 (consumption fantasy: high versus low) experimental design collected data from student samples via traditional paper-and-pen or the website on the Internet. The results of the research are as the followings. (1) The advertisement contained with the “Feel” experiential marketing affected consumers with strong "continuity" fantasy more than others. (2) The advertisement contained with the “Relate” experiential marketing affected the consumers with strong "Fineness" fantasy more than others. To sum up, the key finding of this study is that different “Experiential Marketings” can affect consumers on specific fantasies more than others. Thus, marketers can employ specific experiential marketing for the right target to enhance their preference to the products and services advertised.

本研究探討真實自我、理想自我與品牌人格的一致性以及消費幻想，對於消費者品牌偏好度之影響，並將真實自我、理想自我與品牌人格的一致性分為五大構面，探討各構面對於消費者品牌偏好度之相對影響。採用Aaker (1997) 所發展出來的品牌人格量表來衡量真實自我、理想自我以及品牌人格，消費幻想的衡量則是採用黃依婷 (2006) 所發展之幻想程度的量表。 本研究選擇進行問卷調查的品牌包含象徵型及功能型兩類型，且具高知名度、不同來源國、消費者使用目的及產品價格等特質，經由與專家討論，選出台灣的宏碁 (Acer)、法國的路易威登 (LV)以及美國的星巴客 (Starbucks)，並將問卷以品牌分為三類，採隨機發放，共收集428份有效問卷，其中Acer品牌問卷有134份、Starbucks品牌問卷有143份、LV品牌問卷有151份，透過一般線性模式分析，驗證品牌人格與自我一致性以及消費幻想，對於消費者品牌偏好度之影響。 研究結果顯示，真實自我及理想自我與品牌人格的一致性、消費幻想及品牌對於消費者品牌偏好度均無影響，但是真實自我及理想自我與品牌人格的一致性與消費者品牌偏好度間的關係，會受到消費幻想及品牌的影響。對於象徵性品牌而言，消費幻想高的人並不在意品牌與自己之真實自我或是理想自我有無一致，只要品牌的象徵性意涵豐富，能夠滿足其幻想，消費者就會對品牌有較高的偏好，消費幻想低的人比較務實，所以對於象徵性品牌的偏好度較低；就功能性品牌而言，消費幻想高的人除了產品基本的功能性訴求之外，還希望品牌能夠用來表達真實自我或是理想自我，但是消費幻想低的人比較實際，較注重產品的功能面，所以比較不在意品牌是否能展現自己。若將真實自我一致性分為五個構面來看，真實領先自我一致性對於消費者品牌偏好度有影響，且此關係亦會受到消費幻想的影響，真實誠懇自我一致性與消費者品牌偏好間的關係，會受到消費幻想及品牌的影響。 對於廠商而言，若其品牌屬於象徵性品牌，應該將品牌之象徵性意涵更為突顯吸引更多消費幻想高的人，不需在意品牌人格是否與消費者之自我一致，若其品牌屬於功能性品牌，廠商對於消費幻想低的人應該著重加強品牌功能的宣傳，對於消費幻想高的人要使得品牌具有人格特質以表達消費者的自我。對於消費者而言，若能先瞭解自己消費幻想的程度，將有助於選擇適合自己的品牌。消費幻想高的人，在選購象徵性品牌時，可選擇象徵性意涵豐富的品牌，在選購功能性品牌時，建議選擇符合自己所追求人格特質的品牌；若為消費幻想低的人，不建議購買象徵性品牌，在購買功能性品牌時，要特別注意其功能的表現。 本研究將品牌人格與自我一致性分五大構面，探討其對於消費者品牌偏好的影響，確實瞭解真正影響消費者對於品牌偏好度之品牌人格與自我一致性的特質，能夠給予廠商明確的建議。在本研究之前，對於消費幻想的研究僅止於理論的發展及量表的建構，本研究將消費幻想進行品牌偏好度的實務驗證。 / The main purpose of this research is to investigate the effects of real-self congruity, ideal-self congruity, and consumer fantasy on consumers’ brand preferences. Furthermore, the research divided real-self congruity and ideal-self congruity into five dimensions to discuss the effects of each dimensions on consumers’ brand preferences. The American brand personality scale proposed by Jennifer Aaker in 1997 was used to measure brand personality and self congruity, while consumer fantasy was measured using the fantasy scale by Huang, Yi-Ting (2006). Brands in the research included both symbolic brands and functional brands, that are well-known, come from different countries of origin, used for different usage purposes, and carry different prices. After discussions with a professional, Acer, Louis Vuitton (LV), and Starbucks were selected. Questionnaires for each brand were developed and were distributed randomly. 428 valid questionnaires were collected, among which 134 were Acer brand questionnaires, 143 were LV questionnaires, and 151 were for Starbucks. Data was analyzed by general linear model. The results of the research are in the following. 1. There were no effects of real-self congruity or ideal-self congruity, consumer fantasy, and brands on brand preferences. 2. The relationships between real-self congruity and brand preferences or ideal-self congruity and brand preferences are affected by consumer fantasy and brands. 3. For symbolic brands, consumers with high fantasy don’t care whether the personalities of the brands are consistent with their real-self or ideal-self concepts. As long as the symbols of the brands can satisfy their fantasy, they will have high brand preferences. 4. For functional brands, consumers with high fantasy still hope that the brands can express their real-self or ideal-self concepts. In contrast, people with low fantasy are realistic so they focus a lot on the function that the brands can provide them and don’t care whether the brands can express themselves. 5. The relationship between real-leading-self congruity and brand preferences is affected by consumer fantasy. 6. The relationship between real-sincere-self congruity and brand preferences is affected by consumer fantasy and brands. Businesses whose brands are symbolic ones should emphasize the symbols of their brands to attract more consumers with high fantasy levels but don’t need to be as concerned with whether the personalities of the brands are consistent with consumers’ real-self or ideal-self concepts. On the other hand, businesses whose brands are functional brands should emphasize the great functionality of their brands to attract consumers with low fantasy and make the brands have personalities to express consumers’ real-self or ideal-self. Moreover, consumers should understand the degree of their fantasy to help them purchase suitable brands. When purchasing symbolic brands, consumers with high fantasy can select brands with rich symbols, while when purchasing functional brands, they should buy brands with personalities that fit their real-self or ideal-self. Consumers with low fantasy should buy less symbolic brands and should pay attention to the functions of the brands when purchasing functional brands. This research contributes by dividing the real-self congruity and ideal-self congruity into five dimensions and discussing the effects of each of them on brand preferences. This can lead to a better understanding of how the real personalities of brands and consumers’ self concepts affect brand preferences which will be useful to help companies form branding strategies. In addition, prior to this research, the studies about consumer fantasy were limited to the development of theories and the construction of the scale to measure consumers’ fantasy. This research connects consumer fantasy and brand preference to study the relationship between them.