本研究的主題是探討一種較為特殊的消費動機—以滿足幻想為出發點而產生的消費行為，稱之為「消費幻想」。此概念雖偶爾被應用於一些特殊產品的廣告或行銷手法，但過去並沒有相關的消費者行為研究給予完整深入的探討。 完整的消費幻想循環過程，起源於消費者內心未獲滿足的六大心因性需求(Murray, 1959) ：與非生命相關事物、抱負權力相關、與人性能力相關、施虐受虐、與人際情感相關、及與社會交往相關等。當需求產生，消費者會因為緊張感而產生一股驅力，促使幻想產生，當單純幻想已無法滿足消費者內心的需求時，此時消費者就會進一步尋求能滿足幻想的消費行為，此時產生的消費行為便是消費幻想。此外，媒介或自我的誘發 (Belk, 2003)，除了可以直接刺激幻想的產生，同時也具有提升幻想轉化成消費的能力。 本研究深度訪談20位年齡從21至28歲間之年輕學生，其中包含14位女性及6位男性，分別提供137及47個幻想內容。研究發現，三大幻想內容—角色人物、場景、及抽象感受—當中的對應角色及對應型場景，會刺激對應消費的產生；而特定身分、發展型場景，則多會刺激非對應消費的產生。但不管幻想的內容為何，經由四大構面的劃分，幻想的概念都能夠清楚地被劃分成不同的角度：以取得距離構面劃分幻想時，分為可取得性與不可取得性兩種角度；以與經驗關連性構面劃分幻想，分為經驗基礎與想像基礎兩種角度；以細膩程度構面劃分幻想，分為精細型與直觀型兩種角度；以持續程度構面劃分幻想，分為持續型與情境型兩種角度。 在回歸到幻想與消費之互動關係的探討時，本研究的結果指出，不論前次與這次的未滿足需求來源是否相同，只要是以相同的幻想內容來滿足需求，該幻想內容的強度便會增加，且驅動消費的能力也會提升，可見幻想對消費的影響力是相當龐大的。 本研究最後提出與幻想及消費幻想相關的19個命題，並建構出幻想與消費行為間之完整循環模型與分析架構。研究結果將可提供給行銷人員，一個運用消費幻想的觀念架構及應用觀念，並可供後續相關學術進一步發展消費幻想量表之參考。 / The study aims to investigate a special and unique consumption motivation – “Consumption Fantasy”, which is a fantasy-driven consumption behavior. Even though having been applied to a few product promotions or advertisements, the concept has rarely been explored in Consumer Behavior related researches so far. Complete process of consumption fantasy starts at six unfulfilled psychogenic needs: “Needs Associated with Inanimate Objects”, “Needs that Reflect Ambition, Power, Accomplishment, and Prestige”, “Needs Concerned with Human Power”, “Sado-masochistic Needs”, “Needs Concerned with Affection Between People”, and “Needs Concerned With Social Intercourse” (Murray, 1959). Then anxiety caused by unfulfilled needs will drive consumers to produce fantasies. When simply fantasizing cannot satisfy needs, consumers will even transform fantasy into real consumption. Besides, media seduction or self-seduction, the same as needs, have abilities to arouse fantasies and to encourage consumption fantasies. Twenty in-depth interviews were conducted. Fourteen female and six male interviewees whose ages range from 21 to 28 years old provided separately 137 and 47 fantasies. The results reveal that “Corresponding Role” and “Corresponding Scene” within three major fantasy contents: “Characters”, “Scenes”, and “Abstract Feelings” will stimulate corresponding consumption while “Specific Identity” and “Developing Scene” encourage non-corresponding consumption mostly. However, whatever the content is, fantasy can be segmented into different points of view by four dimensions: degree of “Distance and Inaccessibility”, degree of “Experience Relatedness”, degree of “Fineness”, and degree of “Persistency”. Fantasy is therefore can be divided into 8 viewpoints: “Accessible”, “Inaccessible”, “Experience-Based”, “Imagination-Based”, “Sophisticated”, “Intuitional”, “Persistent”, and “Situational”. Moreover, in consumption fantasy loop, no matter the former and current unfulfilled needs are the same or not, as long as they are satisfied by the same fantasy content, the fantasy strength will get stronger, and its capability of driving consumption will be enhanced, too. So far, we can be sure about how powerful fantasy is towards consumption. Nineteen propositions are stated. Complete model of fantasy and consumption is built, and analyzing framework of consumption fantasy is established firmly by the study. And the results will not only be useful for marketers in consumer-exploration, but offer valuable reference material for the academia.

The topic of my thesis is conning in the Czech Republic. Conning stands for actions, which take place at conventions of fans of the fantasy genre called cons. Ethnographic study consist of two circuits. The first one focuses on cons, and their different aspects of realization, as well as services, including mechandising. The second on is dedicated to participants of this kind of event. The research focuses not only on their activity at conventions, but also reflects the consumption of the genre and partecipation of related activities. The theoretical part was based on the specialist literature. Theoretical bases served to define research questions. Methods used for data collection include participant observation, semi-structured ethnographic interviews, analysis of documents, informal and unstructured ethnographic interviews and questionnaires. Timeframe for data collection is the period from June 2015 to April 2016. For analysis were used the grounded theory principles, namely open and axial coding. The output is an paradigmatic model. Research identifies characteristic elements of conning in the Czech Republic, differences between domestic and foreign cons and experience of the participants. Also illustrates the role of a fantasy genre fiction in the life of participants, and their perception of...

Schmitt (1999) 提出體驗行銷的五種類型分別為感官、情感、思考、行動與關聯，並分別定義出這些行銷方法的意義與影響。李德儀 (2005) 以深度訪談法提出消費幻想的基本概念與構面，謝易儒 (2009) 重新定義幻想的四大構面：取得距離、過去經驗、細膩程度與持續程度，並發表消費幻想的量表。本研究認為體驗行銷能夠滿足Holbrook與Hirschman (1982) 提出於消費體驗中的幻想，因此本研究探討Schmitt (1999) 的五種體驗行銷是否能滿足不同幻想程度的消費者。 　　本研究採實驗法，共有五個子實驗。經過前測後，設計出五組模擬彩色廣告，每一組各包含兩張廣告，一張為含有體驗行銷訴求的廣告，一張為不含體驗行銷的廣告，共十張受測者觀看廣告後，藉由問卷衡量出對廣告的看法以及幻想程度。本研究採用五種體驗之2（體驗行銷的有無）x 2（消費幻想程度高低） MANOVA，分析測試受測者面對有無體驗的廣告對廣告內容的偏好度與認知程度是否有所影響，並且衡量體驗與幻想的交互作用是否顯著。 　　研究結果顯示：一、面對情感體驗行銷，相對於幻想持續程度低者，幻想持續程度高者對行銷內容的偏好度與認知程度較高。二、面對關聯體驗行銷，相對於幻想細膩程度低者，幻想細膩程度高者對行銷內容的偏好度與認知程度較高。 　　整體而言，本研究發現情感體驗能夠影響幻想持續程度高的消費者，關聯體驗能夠影響幻想細膩程度高的消費者，廠商若針對不同幻想程度的消費者進行特定的體驗行銷，能夠增加消費者對產品或服務的偏好度與認知程度，達到更好的體驗行銷效果。 / Schmitt (1999) pointed out five modules to interpret “Experiential Marketing,” “Sense,” “Feel,” “Think,” “Act” and “Relate,” and defined the meaning and effectiveness of these marketing methods. Lee (2005) defined “Consumption Fantasy,” and Hsieh (2009) identified the four dimensions: “Accessibility,” ”Pass Experience Relatedness,” “Fineness,” and “Continuity,” and then developed the fantasy inventory. In addition, Holbrook and Hirschman (1982) suggested that fantasy is a part of consumption experience, which can be satisfied during the consumption. Therefore, the purpose of this study is to explore the effects of various kinds of experiential marketing on consumers with different levels of consumption fantasy. Experiments are used for this study. Five sets of fictitious colored advertisements were designed; each set had two advertisements of experiential marketing and non-experiential marketing. A 2 (experiential marketing: yes versus no) x 2 (consumption fantasy: high versus low) experimental design collected data from student samples via traditional paper-and-pen or the website on the Internet. The results of the research are as the followings. (1) The advertisement contained with the “Feel” experiential marketing affected consumers with strong "continuity" fantasy more than others. (2) The advertisement contained with the “Relate” experiential marketing affected the consumers with strong "Fineness" fantasy more than others. To sum up, the key finding of this study is that different “Experiential Marketings” can affect consumers on specific fantasies more than others. Thus, marketers can employ specific experiential marketing for the right target to enhance their preference to the products and services advertised.