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.