近年來療癒系商品市場擁有龐大商機，其商品種類或造型也不斷推陳出新，大致可分為帶來幸福、溫暖與陪伴感且具紓壓功能之「可愛型療癒系商品」，以及釋放內心不安、憤怒能量具紓壓功能之「發洩型療癒系商品」。在經濟不景氣的背景下，療癒系商品便應運而生，也因此本研究想探究消費者心理變項與可愛型和發洩型療癒系商品消費行為的關係為何。本研究使用相關心理學理論如下，以「焦慮與寂寞的負面情緒觀點」探討消費者負面情緒（包含焦慮與寂寞）與可愛型和發洩型療癒系商品消費行為關係，以「五大因素模式」探討消費者人格特質（包含情緒敏感性與外向性）與可愛型和發洩型療癒系商品消費行為關係。此外，因為可愛型和發洩型療癒系商品購買動機關係介於消費者心理變項和療癒系商品消費行為之間，因而將可愛型和發洩型療癒系商品購買動機列為中介變項，去更綜觀討論心理特質與可愛型和發洩型療癒系商品消費行為的關係。而本研究將可愛型療癒系商品購買動機分為增加樂趣（空間美感或樂趣）、療癒心靈（情緒性需求）、和社交性需求（我想和你做朋友）三大面向；將發洩型療癒系商品購買動機分為只有療癒心靈（情緒性需求）一個面向。因而，本研究目的為試圖從消費者心理角度出發探討消費者與可愛型和發洩型療癒系商品消費行為（包括療癒系商品的認知度、喜好度與購買意願）之間的關係。 本研究藉問卷調查法回收306份有效樣本。實證結果顯示：在可愛型療癒系商品認知度迴歸模型方面，性別對於可愛型療癒系商品認知度有顯著正向影響，「增加樂趣」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品認知度有高度顯著正向影響，「療癒心靈」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品認知度影響並不顯著，「社交性需求」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品認知度影響不顯著。而焦慮對於可愛型療癒系商品認知度影響不顯著，寂寞對於可愛型療癒系商品認知度影響也不顯著。另外，情緒敏感性對於可愛型療癒系商品認知度影響並不顯著，而外向性對於可愛型療癒系商品認知度影響不顯著。在可愛型療癒系商品喜好度迴歸模型方面，性別對於可愛型療癒系商品喜好度影響不顯著，「增加樂趣」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品喜好度有高度顯著正向影響，「療癒心靈」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品喜好度有高度顯著正向影響，「社交性需求」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品喜好度影響則不顯著。而焦慮對於可愛型療癒系商品喜好度影響不顯著，寂寞對於可愛型療癒系商品喜好度有顯著負向影響。另外，情緒敏感性對於可愛型療癒系商品喜好度影響並不顯著，外向性對於可愛型療癒系商品喜好度影響也不顯著。在可愛型療癒系商品購買意願迴歸模型方面，性別對於可愛型療癒系商品購買意願有顯著正向影響，「增加樂趣」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品購買意願有高度顯著正向影響，「療癒心靈」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品購買意願有高度顯著正向影響，「社交性需求」面向之可愛型療癒系商品購買動機對於可愛型療癒系商品購買意願也有高度顯著正向影響。而焦慮對於可愛型療癒系商品購買意願影響並不顯著，寂寞對於可愛型療癒系商品購買意願影響不顯著。另外，情緒敏感性對於可愛型療癒系商品購買意願影響不顯著，外向性對於可愛型療癒系商品購買意願影響也不顯著。在發洩型療癒系商品認知度迴歸模型方面，性別對於發洩型療癒系商品認知度有顯著正向影響，「療癒心靈」面向之發洩型療癒系商品購買動機對於發洩型療癒系商品認知度有高度顯著正向影響。而焦慮對於發洩型療癒系商品認知度有顯著負向影響，寂寞對於發洩型療癒系商品認知度並不顯著。另外，情緒敏感性對於發洩型療癒系商品認知度有顯著正向影響，外向性對於發洩型療癒系商品認知度影響則不顯著。在發洩型療癒系商品喜好度迴歸模型方面，性別對於發洩型療癒系商品喜好度影響並不顯著，「療癒心靈」面向之發洩型療癒系商品購買動機對於發洩型療癒系商品喜好度有高度顯著正向影響。而焦慮對於發洩型療癒系商品喜好度影響不顯著，寂寞對於發洩型療癒系商品喜好度有顯著負向影響。另外，情緒敏感性對於發洩型療癒系商品喜好度影響不顯著，外向性對於發洩型療癒系商品喜好度影響也不顯著。在發洩型療癒系商品購買意願迴歸模型方面，性別對於發洩型療癒系商品購買意願影響並不顯著，「療癒心靈」面向之發洩型療癒系商品購買動機對於發洩型療癒系商品購買意願有高度顯著正向影響。而焦慮對於發洩型療癒系商品購買意願有顯著正向影響，寂寞對於發洩型療癒系商品購買意願則有顯著負向影響。另外，情緒敏感性對於發洩型療癒系商品購買意願影響不顯著，外向性對於發洩型療癒系商品購買意願影響也不顯著。 另一方面，在「增加樂趣」面向之可愛型療癒系商品購買動機迴歸模型方面，外向性對於「增加樂趣」面向之可愛型療癒系商品購買動機有高度顯著正向影響。在「療癒心靈」面向之可愛型療癒系商品購買動機迴歸模型方面，焦慮對於「療癒心靈」面向之可愛型療癒系商品購買動機影響並不顯著，寂寞對於「療癒心靈」面向之可愛型療癒系商品購買動機有顯著正向影響。而情緒敏感性對於「療癒心靈」面向之可愛型療癒系商品購買動機影響不顯著，外向性對於「療癒心靈」面向之可愛型療癒系商品購買動機則有高度顯著正向影響。在「社交性需求」面向之可愛型療癒系商品購買動機迴歸模型方面，外向性對於「社交性需求」面向之可愛型療癒系商品購買動機有顯著正向影響。最後，「療癒心靈」面向之發洩型療癒系商品購買動機迴歸模型方面，因為模型本身不具有顯著解釋力，因而焦慮對於「療癒心靈」面向之發洩型療癒系商品購買動機假設沒有得到支持；寂寞對於「療癒心靈」面向之發洩型療癒系商品購買動機假設沒有得到支持；情緒敏感性對於「療癒心靈」面向之發洩型療癒系商品購買動機假設沒有得到支持；而外向性對於「療癒心靈」面向之發洩型療癒系商品購買動機假設也沒有得到支持。 由上述可知，消費者心理變項與可愛型和發洩型療癒系商品消費行為有影響，也因此對於實務建議為應瞄準高焦慮感及高情緒敏感性的消費者進行更多發洩型療癒系商品行銷；也應瞄準高外向性的消費者進行更多可愛型療癒系商品行銷。而女性不只喜愛可愛型療癒系商品，對於發洩型療癒系商品也很感興趣，行銷人員應針對女性在發洩型療癒系商品上做更多行銷溝通。最後，未來行銷可愛型療癒系商品時應不只注重宣傳「療癒需求」，也應加入或考慮「外型可愛溫馨」、「增進社交、人際關係」之主題訴求。而對於發洩型療癒系商品行銷應較以「療癒、紓壓」需求為主要訴求重點。 / The market of healing products has had great business opportunities in recent years, and more and more types and shapes of healing products are continuously coming out. The healing products can be divided into two kinds, including: one is “cute healing products” which bring consumers a sense of happiness, warmth, companionship and stress-relieving; the other is “emotion-releasing healing products” which help consumers release a sense of uncertainty, anger and pressure. Under the background of economic recession, here come healing products. Therefore, the study is aimed at exploring the relationship between consumers’ psychological variables and the consumer behavior of cute and emotion-releasing healing products. The study adopts related psychological theories as follows: exploring the relationship between consumers’ negative emotions( including anxiety and loneliness) and the consumer behavior of cute and emotion-releasing healing products from the negative emotions views of anxiety and loneliness; exploring the relationship between consumers’ personalities (including neuroticism and extraversion) and the consumer behavior of cute and emotion-releasing healing products from the view of The Big Five Model. Moreover, because the purchase motives of cute and emotion-releasing healing products are between consumers’ psychological variables and the consumer behavior of healing products, the study categorizes the purchase motives of cute and emotion-releasing healing products as mediators. Consequently, the study can explore the relationship between consumers’ psychological variables and the consumer behavior of cute and emotion-releasing healing products much broadly. The study divides the purchase motives of cute healing products into three dimensions, including: fun-increasing (aesthetic feelings or fun of space), soul-healing (emotional needs), and social needs (I want to be your friend) dimensions; and divides the purchase motives of emotion-releasing healing products into only one dimension called soul-healing (emotional needs) dimension. Therefore, the study’s goal is to try to exploring the relationship between consumers and the consumer behavior (including the cognition, affection and purchase intention of healing products) of cute and emotion-releasing healing products from consumers’ psychological view. The study uses surveys to collect 306 valid samples, and the empirical results show: from the aspect of the regression model of the cognition of cute healing products, gender has a significant positive influence on the cognition of cute healing products, the fun-increasing dimension of the purchase motive of cute healing products has a highly significant positive influence on the cognition of cute healing products, the soul-healing dimension of the purchase motive of cute healing products doesn’t have a significant influence on the cognition of cute healing products, and the social needs dimension of the purchase motive of cute healing products doesn’t have a significant influence on the cognition of cute healing products. Anxiety doesn’t have a significant influence on the cognition of cute healing products, and loneliness doesn’t have a significant influence on the cognition of cute healing products, either. Besides, neuroticism doesn’t have a significant influence on the cognition of cute healing products, and extraversion doesn’t have a significant influence on the cognition of cute healing products. From the aspect of the regression model of the affection of cute healing products, gender doesn’t have a significant influence on the affection of cute healing products, the fun-increasing dimension of the purchase motive of cute healing products has a highly significant positive influence on the affection of cute healing products, the soul-healing dimension of the purchase motive of cute healing products has a highly significant positive influence on the affection of cute healing products, and the social needs dimension of the purchase motive of cute healing products doesn’t have a significant influence on the affection of cute healing products. Anxiety doesn’t have a significant influence on the affection of cute healing products, but loneliness has a significant negative influence on the affection of cute healing products. Besides, neuroticism doesn’t have a significant influence on the affection of cute healing products, and extraversion doesn’t have a significant influence on the affection of cute healing products, either. From the aspect of the regression model of the purchase intention of cute healing products, gender has a significant positive influence on the purchase intention of cute healing products, the fun-increasing dimension of the purchase motive of cute healing products has a highly significant positive influence on the purchase intention of cute healing products, the soul-healing dimension of the purchase motive of cute healing products has a highly significant positive influence on the purchase intention of cute healing products, and the social needs dimension of the purchase motive of cute healing products also has a highly significant positive influence on the purchase intention of cute healing products. Anxiety doesn’t have a significant influence on the purchase intention of cute healing products, and loneliness doesn’t have a significant influence on the purchase intention of cute healing products as well. Besides, neuroticism doesn’t have a significant influence on the purchase intention of cute healing products, and extraversion doesn’t have a significant influence on the purchase intention of cute healing products, either. From the aspect of the regression model of the cognition of emotion-releasing healing products, gender has a significant positive influence on the cognition of emotion-releasing healing products, and the soul-healing dimension of the purchase motive of emotion-releasing healing products has a highly significant positive influence on the cognition of emotion-releasing healing products. Anxiety has a significant negative influence on the cognition of emotion-releasing healing products, but loneliness doesn’t have a significant influence on the cognition of emotion-releasing healing products. Besides, neuroticism has a significant positive influence on the cognition of emotion-releasing healing products, but extraversion doesn’t have a significant influence on the cognition of emotion-releasing healing products. From the aspect of the regression model of the affection of emotion-releasing healing products, gender doesn’t have a significant influence on the affection of emotion-releasing healing products, and the soul-healing dimension of the purchase motive of emotion-releasing healing products has a highly significant positive influence on the affection of emotion-releasing healing products. Anxiety doesn’t have a significant influence on the affection of emotion-releasing healing products, but loneliness has a significant negative influence on the affection of emotion-releasing healing products. Besides, neuroticism doesn’t have a significant influence on the affection of emotion-releasing healing products, and extraversion doesn’t have a significant influence on the affection of emotion-releasing healing products, either. From the aspect of the regression model of the purchase intention of emotion-releasing healing products, gender doesn’t have a significant influence on the purchase intention of emotion-releasing healing products, and the soul-healing dimension of the purchase motive of emotion-releasing healing products has a highly significant positive influence on the purchase intention of emotion-releasing healing products. Anxiety has a significant positive influence on the purchase intention of emotion-releasing healing products, and loneliness has a significant negative influence on the purchase intention of emotion-releasing healing products. Besides, neuroticism doesn’t have a significant influence on the purchase intention of emotion-releasing healing products, and extraversion doesn’t have a significant influence on the purchase intention of emotion-releasing healing products, either. On the other hand, from the aspect of the regression model of the fun-increasing dimension of the purchase motive of cute healing products, extraversion has a highly significant positive influence on the fun-increasing dimension of the purchase motive of cute healing products. From the aspect of the regression model of the soul-healing dimension of the purchase motive of cute healing products, anxiety doesn’t have a significant influence on the soul-healing dimension of the purchase motive of cute healing products, but loneliness has a significant positive influence on the soul-healing dimension of the purchase motive of cute healing products. Moreover, neuroticism doesn’t have a significant influence on the soul-healing dimension of the purchase motive of cute healing products, but extraversion has a highly significant positive influence on the soul-healing dimension of the purchase motive of cute healing products. From the aspect of the regression model of the social needs dimension of the purchase motive of cute healing products, extraversion has a significant positive influence on the social needs dimension of the purchase motive of cute healing products. Finally, from the aspect of the soul-healing dimension of the purchase motive of emotion-releasing healing products, because the regression model itself doesn’t have significant explanatory power, whether anxiety has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported; whether loneliness has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported; whether neuroticism has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported; and whether extraversion has a significant influence on the soul-healing dimension of the purchase motive of emotion-releasing healing products doesn’t be supported, either. From mentioned above, consumers’ psychological variables really have influences on the consumer behavior of cute and emotion-releasing healing products. Therefore, the study inspires some practice suggestions as follows: marketing practitioners should target at consumers with high-degree anxiety and neuroticism to undergo more marketing of emotion-releasing healing products; should target at consumers with high-degree extraversion to undergo more marketing of cute healing products. Women not only like cute healing products, but also are interested in emotion-releasing healing products, so practitioners should do more marketing communication of emotion-releasing healing products to women. Finally, in the future when promoting cute healing products, practitioners should not only to lay stress on “healing souls” appeal, but also to focus on “cute and warm shapes” and “incrementing social and interpersonal relationships” appeals; when promoting emotion-releasing healing products, practitioners should focus on “healing souls and relieving stresses” appeal.

目前對於不當督導與部屬後果之關係的心理機制研究，大部分侷限於組織正義的範疇裡，本研究根據情感事件理論，提出部屬之負面情緒在不當督導與部屬反應間的中介角色，不當督導藉由引發部屬的負面情緒，影響其工作滿意、情緒耗竭及離職意圖；本研究進一步探討個人的傳統性、認知再評估情緒調控策略在部屬不當督導知覺和負面情緒之關係的調節效果，此外，研究並假設個人壓抑式與認知再評估情緒調控，會調節部屬負面情感與工作滿意、離職意圖及情緒耗竭的關係。本研究採便利取樣，共收集218筆有直屬主管之在職員工資料，經階層迴歸分析發現，一，憤怒情緒具有中介效果：知覺不當督導關係到部屬憤怒情緒的升高，進而工作滿意低落、情緒耗竭嚴重及離職意圖增加；二，認知再評估能緩衝知覺不當督導與害怕情緒的關係；三，認知再評估高的部屬，其害怕情緒和工作滿意的相關較弱。本研究有助於管理者體認工作情緒在不當督導對部屬影響的重要性，並指出認知再評估情緒調控策略，對於減緩員工負面情緒及負面後果的助益。最後，針對研究限制、未來研究方向提出說明與建議。 / Current examinations of the psychological mechanism of abusive supervision and subordinate consequences focus mostly on organizational justice. According to Affective Event Theory, the present study proposed that subordinates’ negative emotions may mediate the relationship between abusive supervision and subordinate job satisfaction, emotion exhaustion, and intention to leave. Further, the study investigated the moderating effect of subordinates’ traditionality and two emotion regulation strategies, cognitive reappraisal and expressive inhibition, in the above relationships. Hierarchical regression analyses on data collected from a sample of 218 full-time employees in Taiwan were used to test the proposed hypotheses. Results show that anger mediated the positive relationship between abusive supervision and employee outcomes such that abusive supervision is positively correlated with subordinates’ anger, which further leads to lower job satisfaction, higher emotion exhaustion and intention to leave. Second, cognitive reappraisal moderated the relationship between abusive supervision and subordinates’ fear as well as the relationship between subordinates’ fear and job satisfaction. Those findings indicated the importance of subordinates’ emotions and the buffering effect of cognitive reappraisal in the relationship between abusive supervision and subordinate consequences. Based on the results of the study, limitations, practional implications and suggestions for future research are discussed.