專屬資產是交易成本理論中最具有預測力的構念，過去專屬資產構念主要是應用在B2B交易情境，本研究欲將專屬資產所衍伸的概念應用在廠商與消費者間的交換關係，並修正目前專屬資產相關量表的一些問題，包括了對專屬資產的衡量並沒有一致性的作法、衡量方式沒有回歸到專屬資產最原始的定義，以及有些研究用單一題項或是代理變數來衡量會產生效度上的問題，因此研究一依循Churchill（1979）及Hinkin（1998）建議的量表發展程序而發展出能應用到B2C情境的消費者專屬資產量表，本研究以兩階段問卷共計1453位受訪者為施測對象，透過探索性及驗證性因素分析發展出六個構面-「特有使用知識專屬資產」、「特有實體設備/軟體或服務專屬資產」、「忠誠客戶優惠專屬資產」、「特有人際關係及溝通效率專屬資產」、「心理層面認同專屬資產」、「特有無形社會壓力專屬資產」共計19題之消費者專屬資產量表，資料顯示量表具有良好的信、效度及因素結構。 研究二為整體模型架構實證，透過文獻整理釐清專屬資產及移轉成本的相同點、相異點及兩者間的關係，並將專屬資產與移轉成本放入消費者信任-滿意-忠誠回應架構中，結果發現專屬資產為移轉成本的前置變數，且專屬資產及移轉成本皆為消費者滿意與忠誠回應間之重要中介變數。 研究三為比較本研究發展的專屬資產量表（AS量表）與傳統專屬資產量表（TAS量表）在構念預測力上是否有顯著差異，結果發現五個產業中有兩產業（專櫃化妝品業與進口車業）AS量表預測力顯著高於TAS量表，三產業（銀行業、美髮業、精品業）無顯著差異。 / Specific asset is the most predictable construct in transaction cost theory. The construct of specific asset has been most commonly used in B2B context in the past. This research aims to extend the application of specific asset to B2C context, and also solve the following 3 issues regarding the present specific asset scales. First, there is no consent about the measurement of specific asset. Second, the definition of specific asset is misunderstood. Third, some researches use single item or proxy variables to measure specific asset, which leads to potential construct validity problems. Therefore, study 1 follows Churchill (1979) and Hinkin (1998) to develop the consumer-specific-asset scale. This study uses two stages of empirical data and collects 1453 valid samples. Through exploratory and confirmatory factor analysis, this study develops a 19-item instrument, including six types of consumer-specific-asset: 1) specific knowledge, 2) specific equipment/software or service, 3) loyalty program, 4) specific relationship and communication, 5) identification, 6) invisible social pressure. The analyzed data shows that this scale has reliability, validity and good factor structure. Study 2 seeks to provide an empirical test of the structural model. The author identifies the similarities, differences and the relationship between specific asset and switching cost first, then put the specific asset and switching cost into the trust-satisfaction-loyalty response model. The results show that specific asset is the antecedent of switching cost, and both specific asset and switching cost are the important mediators between consumer satisfaction and loyalty response. Study 3 focuses on comparing the predictability between the new specific asset scale (developed from study 1) and traditional specific asset scale. The results suggest that among the 5 industries this study chose, the new specific asset scale predicts better in the 2 industries (cosmetic and car) and no significant difference in the 3 industries(bank, hair stylist and luxury goods).

過去「罪惡感」相關的研究，大多集中在哲學、文學、心理學、宗教學的領域，在行銷的領域則甚少提及。即使有關於「消費罪惡感」的相關文獻，也只是將「消費罪惡感」當成影響消費者行為的一個變數來應用，並沒有對「消費罪惡感」本質作探討的相關研究。 因此，本研究先由第一階段的深度訪談，仔細探查「消費罪惡感」的元素、發生時機、情緒內涵、及其對消費者行為的影響，並發展出相關的命題。接著再根據第一階段所推導的相關命題，延伸至第二階段的量表發展。 第一階段深度訪談的25位受訪者包括了學生、上班族、銀髮族，年齡分佈在22-63歲，所描述的產品共57項。根據訪談的結果顯示，「消費罪惡感」可以分解為六種情緒：「猶豫感」、「不捨感」、「擔憂感」、「心虛感」、「後悔感」、「內疚感」。另外，「消費罪惡感」發生的時點除了購買前的「預期性消費罪惡感」以及購買後的「反應性消費罪惡感」外，還包括了購買中的「進行性消費罪惡感」。其中，「預期性消費罪惡感」的主要情緒為「猶豫感」、「進行性消費罪惡感」主要的情緒為「不捨感」、「反應性消費罪惡感」的主要情緒為「後悔感」及「內疚感」。至於「消費罪惡感」對消費者行為的影響方面，當消費者產生了「預期性消費罪惡感」會使消費者的「購買意願」降低，而當消費者感受到「反應性消費罪惡感」時，在短期內對類似產品的「再購意願」會降低。 第二階段的量表發展，經過多次專家對初步發展的題項進行評估，並確認專家意見歸類準確，才進行兩次量表純化、效標關聯效度的檢測、以及量表鑑別度分析，據此確立「預期性消費罪惡感量表」及「反應性消費罪惡感量表」。本研究並根據確立的量表驗證第一階段的命題，結果顯示，不同發生時點的消費罪惡感所表現出的核心情緒與推導出的命題一致。此外，本研究亦在量表發展完成之後，進一步將其修改為衡量單一商品的「特定商品消費罪惡感量表」，並以此量表檢測消費者在某特定商品上之消費罪惡感，結果顯示，針對特定商品的「預期性消費罪惡感」與「反應性消費罪惡感」為負相關，與「一般性消費罪惡感量表」之正相關相異。 整體而言，本研究不僅對「消費罪惡感」的本質作了深入的探究，讓「消費罪惡感」之定義更加明確，且解釋了不同消費罪惡感發生時機之情緒內涵的差異，並據此發展出「消費罪惡感量表」，以為未來「消費罪惡感」相關研究之適切衡量工具。 / Guilt is a negative state that individuals experience in reaction to either a positive but undeserved event or a negative but deserved event. Despite its negative valence, guilt is considered a functional emotion, because it informs individuals that they have violated personal or social standards and motivates reparative action. In a consumption context, guilt has been linked to impulsive buying, compulsive consumption, and overspending. This guilt about consumption is usually named “Consumer Guilt.” Although previous research has defined consumer guilt, the measurement of consumer guilt is still not available in previous research. Therefore, this study focuses on the construct of consumer guilt and intends to explore when consumer guilt occurs. In order to find out the constructs, timing, and measurement of consumer guilt, 25 respondents were reminded with a shopping situation which consumers usually have the feelings of guilt. The interviewees were also requested to recall their last consumer guilt situation. This research employed the critical incident techniques and the main study contains 57 consumer guilt events. The results illustrate three major findings. First, through collecting, sorting and analyzing 56 events, the results pointed out consumer guilt had six constructs of emotion: hesitation, fear, scruple, reluctance to spend, regret, blame. Second, the past researches indicated consumer guilt can divide into two categories: reactive guilt and anticipatory guilt. This study finds that besides anticipatory consumer guilt and reactive consumer guilt, consumer guilt occurs at the point of buying. We name it proceeding consumer guilt. Third, the major construct of anticipatory consumer guilt is hesitation, the major construct of proceeding consumer guilt is reluctance to spend, and the major construct of reactive consumer guilt is regret and blame. Based on these results, we define the construct of consumer guilt to be measured, and generate items that pertain to the construct. Then determine the reliability and validity of these items. The anticipatory consumer guilt scale and the reactive guilt were developed to capture the concept of consumer guilt. The scale successfully met standards for internal reliability, content validity, criterion-related validity, and construct validity.

此篇論文之目的乃是探討品牌心理擁有感之前因與結果因素，本研究欲探討之三個與品牌相關的構念，包括公司品牌管理、品牌心理擁有感、品牌公民行為。第一個構念為公司品牌管理，代表能改善不同利害關係人對公司品牌認知與態度之組織作法；第二構念為品牌心理擁有感，代表能使員工對公司品牌產生所有權感受的心理狀態；第三個構念為品牌公民行為，代表員工擁有品牌導向之利他行為並將品牌精神活出來。本研究採取了兩個步驟，以探討品牌心理擁有感之前因與結果因素，本研究首先進行了公司品牌管理、品牌心理擁有感與品牌公民行為之量表發展，其次，本研究探索了公司品牌管理、品牌心理擁有感、品牌公民行為與品牌權益之跨層次關係。 本研究根據Hinkin (1998)之準則進行量表發展，在公司品牌管理的部分，本研究從台灣連鎖商店的主管獲得275份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得五項公司品牌管理的因素，包括：公司品牌管理的溝通與評估、公司品牌管理之部門間協調、公司品牌管理之領導與利害關係人互動、公司品牌管理之訓練與徵選、公司品牌管理之文化與願景，結果顯示公司品牌管理量表具有良好的穩定性與效度。 在品牌心理擁有感與品牌公民行為的部分，本研究從台灣連鎖商店的第一線員工獲得361份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌心理擁有感的因素，包括：品牌自我效能感、品牌責任感、品牌認同感與歸屬感。同樣地，在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌公民行為的因素，包括：品牌之運動家精神與背書、品牌之幫助行為、品牌之考量與提升，結果顯示品牌心理擁有感與品牌公民行為之量表具有良好的穩定性與效度。 從個人層次的分析結果發現，品牌心理擁有感正向影響品牌公民行為，並且大部分之品牌心理擁有感的因素正向影響品牌公民行為的因素。從跨層次的分析結果發現，公司品牌管理正向影響品牌心理擁有感與品牌公民行為，組織層次的品牌公民行為正向影響品牌權益。本研究亦發現，品牌心理擁有感在公司品牌管理與品牌公民行為之間扮演跨層次的中介角色。從跨層次的細部分析結果發現，許多公司品牌管理之因素正向影響品牌心理擁有感與品牌公民行為之因素。本研究亦探討了研究結果討論、研究貢獻、研究限制與未來研究。 / This thesis aims to investigate the antecedent and consequence of brand psychological ownership. Three major constructs related to branding efforts and results studied and explored by this research include corporate branding, brand psychological ownership, and brand citizenship behavior. The first construct, corporate branding, represents practices that improve brand cognitions and brand attitude of multiple stakeholders. The second construct, brand psychological ownership, represents the psychological state that makes employees produce feeling of ownership toward the corporate brand. The third construct, brand citizenship behavior, shows that employees have brand-oriented altruistic spirit and live the brand. In order to explore the antecedent and consequence of brand psychological ownership, two major steps are conducted by this study. First, this study conducts the scale developments of corporate branding, brand psychological ownership, and brand citizenship behavior. Second, this study explores the multilevel relation between corporate branding, brand psychological ownership, brand citizenship behavior, and brand equity. The guidelines of Hinkin (1998) are followed as the procedures of scale development. As for the scale development of corporate branding, a survey conducted among a sample of 275 managers from the franchise organizations in Taiwan was undertaken. Five factors of corporate branding obtained after EFA and CFA include: communication and evaluation of corporate branding, departmental coordination of corporate branding, leadership and interaction with stakeholders of corporate branding, training and selection of corporate branding, and vision and culture of corporate branding. The results represent a scale of corporate branding with good reliability and validity. As for scale developments of brand psychological ownership and brand citizenship behavior, a survey conducted among a sample of 361 customer-facing employees from the franchise organizations in Taiwan was undertaken. Three factors of brand psychological ownership obtained after EFA and CFA include: brand self-efficacy, brand accountability and identification and belongingness of brand. Three factors of brand citizenship behavior obtained after EFA and CFA include: sportsmanship and endorsement of brand, helping behavior of brand, and consideration and enhancement of brand. The results represent scales of brand psychological ownership and brand citizenship behavior with good reliability and validity. In the individual level analyses, brand psychological ownership has a positive effect on brand citizenship behavior, and most factors of brand psychological ownership have positive effects on factors of brand citizenship behavior. In the multilevel analyses, results demonstrate that corporate branding has positive effects on brand psychological ownership and brand citizenship behavior. Organizational-level brand citizenship behavior positively affects brand equity. It is also found that brand psychological ownership fully mediates the relationship between corporate branding and brand citizenship behavior. Detailed analyses show that many factors of corporate branding have positive effects on different factors of brand psychological ownership and brand citizenship behavior. Most factors of brand psychological ownership positively affect factors of brand citizenship behavior. Discussion, contributions, implication, limitation, and future study are also discussed.