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.