幼教產業競爭持續激烈，外部環境每況愈下，在僧多粥少的趨勢不變之下，一間幼兒園要如何才能從為數眾多的幼教機構中脫穎而出、獲得家長青睞，就成為相當重要的課題。目前已有部分幼教業者走向市場區隔的方式來經營，其中最廣為人知的就是主打高品質高收費，專攻高收入家庭的業者。是否還有其他未被滿足的需求可以切入並以此為發展根基？本研究希望透過蒐集消費者的購買動機與購買考慮重要因素，結合人口統計變數，來研究二者與顧客滿意度及顧客忠誠度之關係，以及顧客滿意度與顧客忠誠度之間的關係，據此嘗試對目前幼教市場之消費者做進一步的分析，並對幼兒園未來的經營與行銷方針，提出建議。 本研究針對235份有效問卷，使用SPSS12.0版統計軟體進行分析，結果如下： 1.「購買動機」、「購買重視因素」、「個人資料」對「顧客滿意度」、「顧客忠誠度」有顯著的影響 2.部分「人口統計變項」對消費者選擇幼兒園之「購買動機」與「購買重視因素」有顯著的影響。 3.「顧客滿意度」與「顧客忠誠度」有顯著的相關性 綜合研究發現與結論，本研究對幼兒園業者建議如下： 1.經營上積極調整體質，一方面嚴控成本、降低資源浪費來抵擋不景氣，另一方面將經營重心放在：「以消費者為導向，重視家長及幼兒需求，提高滿意度與忠誠度」。加強對幼兒園消費者的基本資料、生活型態、需求以及重視因素之了解。 2.行銷上運用「人員與實體設備」、「產品」、「價格」、「地點」及「促銷」五個影響「購買重視因素」之主要因素來進行銷方案的規劃。 關鍵字：幼教產業、購買動機、重視因素

本論文計分：一、緒論二、理論與文獻探討三、研究方法四、研究結果五、討論及建 議，共五章、十六節，約六萬餘字。主要目的在於分析購買不同類型書籍的消費，在 生活型態，購買動機，對書籍及書店的屬性因素等方面的不同，作為出版業者和書店 經營者在出書與賣書時的參考，同時驗證購買行為理論，證明不同生活型態的購買者 會有不同的購買動機，因而決定購買時所重視之屬性因素。 樣本取自重慶南路主要書店逛購者，及金石文化廣場提供之愛書者名單，採便利抽樣 方式。以因素分析抽取樣本在生活型態及動機上之主要因素，再按實際購買書籍之類 別以集群分析將樣本分群，然後利用變異數分析法分析各群在生活型態、動機及各屬 性因素之不同，配以卡方檢定各群在人口變項上之差異，得以完全描述不同之書籍消 費者。

本研究係以Mister Donut之消費者為研究對象，探討其購買動機與所重視之商店形象，與顧客滿意度及顧客忠誠度之間的關係。 研究目的如下： 一、探討商店形象、購買動機之各因素對顧客滿意度與顧客忠誠度是否有影響。 二、瞭解顧客滿意度對顧客忠誠度之影響。 三、探討影響顧客滿意度與顧客忠誠度之商店形象有哪些。 四、探討影響顧客滿意度與顧客忠誠度之購買動機有哪些。 五、人口統計變項之不同對顧客滿意度及顧客忠誠度的影響。 研究結果顯示商店形象、購買動機各因素對於顧客滿意度與顧客忠誠度有顯著的正向影響。顧客滿意度與顧客忠誠度之間有顯著的正向影響。商店形象部份，影響顧客滿意度與顧客忠誠度之商店形象包含「包裝與創新屬性」、「服務屬性」、「廣告代言」、「商品屬性」、「促銷活動」。購買動機部份，影響顧客滿意度與顧客忠誠度之購買動機包含「分享及愉悅感受」、「優質商品與來源國」、「品牌代言吉祥物」。人口統計變項部份，年齡與教育程度之不同，對顧客滿意度及顧客忠誠度有顯著差異。

產品定價一直以來皆為相當重要的行銷策略之一，行銷人員必須掌握消費者對於價格資訊之處理和反應以擬定最適當的定價策略。近幾年來，網路購物隨著網際網路使用的爆炸性成長而日漸普及，網路購物的市場商機也日益受到矚目。回顧過往價格知識之相關文獻，其中不乏探討不同因素對於消費者價格知識之影響的研究，然傳統購物環境的各項價格知識影響因素是否適用於網路購物環境，尚無相關研究進行探討。另外，過往許多研究皆指出產品類別和購買動機對於消費者的購物行為會有顯著影響，然其是否同樣會對消費者之價格記憶造成影響？其影響關係又是否適用於網路購物環境？此皆為過去尚未探討然具研究價值之議題。有鑑於此，本研究係針對產品類別和購買動機對於消費者價格記憶和網路購物行為之影響，作進一步之探討與研究。研究結果發現： 1.享樂型產品之消費者的「產品瀏覽個數」和「價格在意程度」皆會較實用型產品之消費者為高。 2.娛樂性購買動機之消費者的「總消費金額」較低、「預算控制程度」較高、「價格在意程度」也較高。 3.針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的總消費金額會低（高）於實用型產品之消費者；針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的預算控制程度會高（低）於實用型產品之消費者。 4.針對享樂型產品之消費者而言，娛樂性購買動機之消費者的總消費金額（預算控制程度）則會低（高）於目的性購買動機之消費者。

本研究係以台灣雙A品牌–華碩Eeepc與宏碁Aspire One為例，探討「消費者購買動機」、「購買重視因素」與「顧客滿意度」及「顧客忠誠度」之關係及影響因素，冀望能提供台灣雙A品牌業者在後續行銷策略、產品規劃與品牌形象經營之參考。 本研究採問卷調查與焦點團體方式進行研究；量化調查方面，共取得290份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、相關分析與迴歸分析，將資料進行統計分析及獲得假設驗證；質化研究方面，採用焦點團體，藉由訪談已購買或已使用該產品超過半年之消費者，探索個案品牌形象、使用經驗與消費者未被滿足的需求。 本研究的研究結果，如下： 一、不同人口屬性對顧客滿意度與顧客忠誠度，在特定項目上確實存有差異性。 二、消費者購買動機部分要素與顧客滿意度、顧客忠誠度間具顯著相關性。 三、消費者購買重視因素部分要素與顧客滿意度、顧客忠誠度間具顯著相關性。 四、顧客滿意度與顧客忠誠度具顯著正向關係。 五、經由質化研究，台灣雙A品牌–華碩Eeepc與宏碁Aspire One 在消費者心中的品牌形象是正向的。 針對對台灣雙A品牌提出行銷策略建議： 就產品面：加強娛樂方面的功能、增加電池續航力及節能需求、衍生產品的開發（Accessory Research and Development）。就品牌形象，建議雙A品牌應將產品單純化、產品差異化，並清楚自身品牌定位。 / By using Taiwan “AA” brand – Asus EeePC & Acer Aspire One as a study case, to invesgate the relationship and influence elements among consumption motive, Value Factors, customer satisfaction, and customer loyalty. Hope to provide better marketing stratgies, product road map, and brand image as reference suggestions to Asus and Acer in the future. The self-designed questionnaires survey and focus group are applied in the research. In quantitative research, there 290 effective samples are obtained. The data was anaylized by Descriptive satistic, T test, One-way ANOVA, Correlation anaylsis, and Regression anaylsis in order to gather assumption verification. On the other hand, in quality research, by interviewing the people who have purchased or used the product over half year are as focus group to investigate the brand image, using experience and unsatisfied needs. The research findings are shown as belows: 1.There is diversity of opinions for some specific items about the customer satisfaction and loyalty in different segment. 2.The fators of customer consumption motive has obvious relationship between customer satisfaction, and customer loyalty. 3.Customer consumption values factors apparent relationship between customer satisfaction and loyalty. 4.There is a positive relationship between cutomer satisfaction and customer loyalty. 5.Through quality research, Consumer has positive image about Asus EeePC and Acer Aspire One. The suggestion of marketing strategies for Asus and Acer: At the first, the products need to ehance the entertainment function. Sencondly, using the battery can be increasing the battery life and be considered the green engery trend. Third is accessory research and development. Finally, the product line should be samplified, differeciate, and also need to indenty the brand position in the highly market share competition gamet as well.

本論文係探究消費者購買咖啡各種過程，並了解茶的購買動機，藉此二點，以對廠商 在行銷策略廣告訴求上有所助益。 咖啡購買行為研究。 第一章：緒論：說明一、研究動機與研究目的二、研究範圍與資料來源三、研究架構 四、研究方法與限制。 第二章：台灣之咖啡市場與茶市場：說明一、咖啡市場之現狀二、茶市場之現狀三、 咖啡與茶之比較。 第三章：採討一、有關購買動機、市場區隔、品牌忠誠度等理論。 第四章：咖啡與茶之購買動機分析：下分三節一、個人屬性與咖啡之購買動機之關係 二、個人屬性與茶之購買動機之關係三、搜集資訊過程分析。 第五章：評估行為，購買決策及滿意程度分析：下分四節一、產品屬性分析二、品牌 印象三、品牌選擇與滿意程度。 第六章：咖啡市場之區別函數：下分二節一、區別分析之利用二、咖啡市場之區別函 數：又分（A）咖啡購買者之區別函數（B）重度使用者之區別函數。 第七章：結論及建議。

本研究以＂外來品牌-聯想與惠普在台灣市場操作比較＂－產品為筆記型電腦來切入研究，根據文獻探討品牌形象、品牌聯想、購買動機、顧客滿意度與品牌忠誠度之間的影響。藉此用來了解兩品牌間行銷與經營策略之差異，並探討消費者在這兩個品牌的比較情況下，對於購買筆記型電腦的意願與動機是否有不同的面向，冀望能為業者提出有效的行銷策略。 本研究以量化之問卷調查法為主要研究方法，輔以質化之專家訪談法。本研究總共發出350份問卷，回收問卷334份，有效問卷318份，有效問卷回收率為90.9%。問卷調查結果經敘述統計分析、信度分析、因素分析、迴歸分析，探討提高顧客滿意度及影響品牌忠誠度之主要因素，並就兩品牌間的比較分析，擬定出對聯想品牌經營行銷策略之建議。 本研究聯想品牌之主要發現與結論如下：(1)品牌形象對品牌顧客滿意度有反向顯著影響，(2)品牌形象對品牌忠誠度有正向顯著影響，(3)品牌聯想對顧客滿意度有正向顯著影響，(4)品牌聯想對品牌忠誠度有正向顯著影響，(5)購買動機對顧客滿意度有正向顯著影響，(6) 購買動機對對品牌忠誠度有反向顯著影響，(7)顧客滿意度對品牌忠誠度有正向顯著影響。 本研究惠普品牌之主要發現與結論如下：(1)品牌形象對品牌顧客滿意度有正向顯著影響，(2)品牌形象對品牌忠誠度有正向顯著影響，(3)品牌聯想對顧客滿意度有正向顯著影響，(4)品牌聯想對品牌忠誠度有反向顯著影響，(5)購買動機對顧客滿意度有正向顯著影響，(6) 購買動機對對品牌忠誠度有正向顯著影響，(7)顧客滿意度對品牌忠誠度有正向顯著影響。 依據研究發現與結論，在兩品牌比較後將提出筆記型電腦產品的經營之建議，做為台灣區＂Lenovo 聯想＂筆記型電腦，在品牌經營或行銷規劃上之參考。對於後續研究者，本研究期待後續研究者可進一步擴大研究範圍，儘可能將研究範圍擴及台灣以外之地區，並將本研究架構未涵蓋之其他構面納入，例：不同品牌、不同產業及行銷手法等。另外也可加入質化之專家訪談，透過深度訪談了解不同品牌之成功經營經驗，或可建立品牌經營之成功模式，如此研究結果將對品牌經營提供更大的貢獻。 關鍵字：品牌形象、品牌聯想、購買動機、顧客滿意度與品牌忠誠度

台灣裕隆汽車於2009年推出「Luxgen納智捷」，一個台灣新創汽車品牌。本研究期望對「Luxgen納智捷」品牌之品牌形象、購買動機、知覺品質及顧客滿意度與忠誠度進行探討，希望能提供業者相關資訊，以供未來營運參考。本研究採用量化及質化之方式進行研究，共收集有效問券352份，訪談5位消費者。 研究結果如下︰ 一、人口屬性之不同對於品牌形象、購買動機、知覺品質、顧客滿意度及顧客忠誠度之各因素構面存在有差異性 二、品牌形象對顧客滿意度、顧客忠誠度存有顯著之關係 三、購買動機對顧客滿意度、顧客忠誠度存有顯著之關係 四、知覺品質對顧客滿意度、顧客忠誠度存有顯著之關係 五、顧客滿意度與顧客忠誠度間存有顯著之相關性 六、消費者對納智捷汽車之品牌形象最主要且印象最為深刻為創新科技的運用及台灣自創品牌。其購買動機主要為符合基本運輸需求及車身大小符合個人使用且性價比較高，選擇「Luxgen納智捷」是比較聰明的消費；在顧客滿意度方面，消費者對於納智捷汽車之科技配備及造型是最為滿意的。而對於納智捷汽車保有一定之忠誠度，願意推薦使用經驗給他人，且認為所購買之納智捷汽車物超所值。 綜合質化及量化之依實證結果與趨勢觀察，本研究提出下列之建議： 一、持續提升產品良率，降低對於創新品牌產品之不信任感。 二、迅速回應消費者之意見。 三、提升體驗消費，並藉由日常生活之互動創造感動消費者的價值。除了強調科技(冰冷的感覺)外，其行銷方式應與生活做連結。

從銷售角度看，目前音樂錄音市場中的CD已漸趨式微，而曾被CD逼向日薄西山的黑膠，反而自數年前起異軍突起，目前已和數位下載有不相上下的成長率。黑膠持續存在市場的原因，是因為數位的音質無法令聽覺敏感者滿意，加上近年來，黑膠的價格在市場競爭下，不若以往高不可攀，也讓許多年輕族群趨之若鶩。本研究著重黑膠市場復興之行銷策略，並且從「購買動機」、「認知價值」、「服務品質」、「顧客滿意度」以及「顧客忠誠度」作研究變數，檢視個案「古碟公司」銷售黑膠營運策略。研究目的有五點：（一）探討購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面之意涵。（二）檢定購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面之關係。（三）探究人口統計項與購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面是否具有顯著差異性。（四）檢定顧客滿意度對顧客忠誠度是否具有顯著差異性。（五）依據量化與質化的研究，對古碟公司提出行銷策略建議。 本研究主要調查對象為到誠品音樂館購買黑膠的消費者，由於黑膠市場屬於小眾市場，問卷樣本相當有限，經誠品音樂館北中南店長鼎力協助，總共蒐集到有效樣本100份。研究結果發現：購買黑膠之顧客最為重視的是「認知價值」，其中又以「商譽」「行為與貨幣價值」最為重視。 最後，本研究針對古碟公司提出七點建議，期盼研究能與實務作出結合。 關鍵字：黑膠、誠品音樂館、購買動機、認知價值、服務品質、顧客滿意度、顧客忠誠度 / From a sales perspective, current CD in the recorded music market has declined, while that vinyl was cornered by CD, but since a few years ago, a dark horse, now and digital downloads are comparable to the growth rate. Vinyl continued market reasons, is because digital sound quality cannot have satisfactory hearing sensitivity, coupled with recently, vinyl prices under market competition, if not unattainable in the past, so many young people in droves. This study focuses on vinyl marketing strategy, with “Purchase Motivation”, “Perceived Value”, “Service Quality”, “Customer Satisfaction” and “Customer Loyalty” as research variables. There are four research purposes：(A) Investigating the meaning of vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty. (B) Examing vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty. (C) Exploring demographic variables whether there are significant differences with vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty or not. (D) Based on quantitative and qualitative research, give the case ''Goodiscs'' Vinyl Company’s marketing suggestions. This research survey was conducted in consumers from Eslite Music Center. A total of 100 valid samples were collected. The results showed that, in ''Goodiscs'' Vinyl Company, customers value “Perceived Value”, among which "Reputation of a firm's product”, “Monetary value and Behavioral price" the most. Finally, this study presents seven recommendations for “Goodiscs'' vinyl company, hoping to combine research with reality. Keywords: Vinyl, Eslite Music Center, Purchase Motivation, Perceived Value, Service Quality, Customer Satisfaction, Customer Loyalty

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.