在社群媒體的推波之下，人們時常看到他人在網路上所展現的完美形象，無形之中加劇自己在理想我和實際我之間的差距，產生負面情緒，並透過不同形式的消費行為進行緩解。本研究探討自我差距對主觀幸福感的影響，以及補償性消費的中介效果和產品類型的調節效果。研究分別進行實驗一2（自我差距：高自我差距vs.低自我差距）×2（產品類型：奢侈品vs.非奢侈品），和實驗二2（自我差距：高自我差距vs.低自我差距）×3（產品類型：正版奢侈品vs.明顯山寨奢侈品vs.不明顯山寨奢侈品）的受試者間實驗設計，並使用補償性消費量表和主觀幸福感量表進行衡量。研究結果顯示，一、高自我差距消費者會比低自我差距消費者，更易從事補償性消費。二、低自我差距消費者會比高自我差距消費者，產生更高的主觀幸福感。三、補償性消費在自我差距與主觀幸福感之間，具有中介效果。四、當產品類型為奢侈品時，低補償性消費者會比高補償性消費者，產生更高的主觀幸福感；當產品類型為非奢侈品時，則無差異。五、當產品類型為正版奢侈品時，低補償性消費者會比高補償性消費者，產生更高的主觀幸福感；當產品類型為明顯山寨奢侈品時，則無差異；當產品類型為不明顯山寨奢侈品時，高補償性消費者會比低補償性消費者，產生更高的主觀幸福感。六、當產品類型為奢侈品時，低自我差距消費者會比高自我差距消費者，產生更高的主觀幸福感；當產品類型為非奢侈品時，則無差異。七、當產品類型為正版奢侈品與明顯山寨奢侈品時，低自我差距消費者會比高自我差距消費者，產生更高的主觀幸福感；當產品類型為不明顯山寨奢侈品時，高自我差距消費者會比低自我差距消費者，產生更高的主觀幸福感。

With the waves of social media, people often see the perfect image that others present online, which may broaden the gap between their ideal and actual selves and may lead to negative emotions. This research investigates the impact of self-discrepancy on subjective well-being, the mediating effect of compensatory consumption, and the moderating effect of product type. Two experiments were conducted. Experiment 1 applied a 2 (self-discrepancy: high vs. low) ×2 (product type: luxury vs. non-luxury) between-subjects design, and Experiment 2 applied a 2 (self-discrepancy: high vs. low) ×3 (product type: genuine luxury vs. obvious counterfeit luxury vs. non-obvious counterfeit luxury) between-subjects design. Compensatory consumption and subjective well-being were measured with scales. Results demonstrated that: (1) Consumers with high self-discrepancy are more likely to engage in compensatory consumption than those with low self-discrepancy; (2) Consumers with low self-discrepancy tend to experience higher subjective well-beings than those with high self-discrepancy; (3) Compensatory consumption has a mediating effect between self-discrepancy and subjective well-being; (4) For luxury products, consumers with low compensatory consumption tend to experience higher subjective well-being than those with high compensatory consumption; however, for non-luxury products, consumers with low compensatory consumption are likely to experience no differential subjective well-being over those with high compensatory consumption; (5) For genuine luxury products, consumers with low compensatory consumption tend to experience higher subjective well-being than those with high compensatory consumption; however, for obvious counterfeit luxury products, consumers with low compensatory consumption tend to experience no differential subjective well-being over those with high compensatory consumption. In addition, for non-obvious counterfeit luxury products, consumers with high compensatory consumption are likely to experience higher subjective well-being than those with low compensatory consumption; (6) For luxury products, consumers with low self-discrepancy tend to experience higher subjective well-being than those with high self-discrepancy; however, for non-luxury products, consumers with low self-discrepancy tend to experience no differential subjective well-being over those with high self-discrepancy ; (7) For genuine luxury products and obvious counterfeit luxury products, consumers with low self-discrepancy are likely to experience higher subjective well-being than those with high self-discrepancy; in contrast, for non-obvious counterfeit luxury products, consumers with high self-discrepancy tend to experience higher subjective well-being than those with low self-discrepancy.

目錄
第一章 緒論 1
1.1 研究背景以及研究動機 1
1.2 研究目的 3
1.3 研究範圍 4
第二章 文獻探討與假說推演 5
2.1 自我差距 5
2.2 補償性消費 6
2.3 主觀幸福感 8
2.4 產品類型 9
2.5 自我差距對補償性消費的影響 10
2.6 自我差距對主觀幸福感的影響 11
2.7 補償性消費的中介效果 12
2.8 補償性消費與產品類型對主觀幸福感的影響 13
2.9 自我差距與產品類型對主觀幸福感的影響 16
第三章 研究方法 21
3.1 研究架構 21
3.2 實驗及問卷設計 23
3.2.1 實驗設計 23
3.2.2 自我差距操弄 23
3.2.3 補償性消費衡量 24
3.2.4 主觀幸福感衡量 24
3.2.5 產品類型操弄 24
3.3 資料分析 28
第四章 研究結果 29
4.1 資料收集 29
4.2 信度分析 31
4.3 實驗一 32
4.3.1 操弄檢定 32
4.3.2 假說檢驗與結果 33
4.4 實驗二 38
4.4.1 操弄檢定 38
4.4.2 假說檢驗與結果 39
4.5 研究結果總結 45
第五章 討論 47
5.1 綜合討論 47
5.1.1 補償性消費的中介效果 47
5.1.2 補償性消費與產品類型對主觀幸福感的影響 47
5.1.3 自我差距與產品類型對主觀幸福感的影響 48
5.2 學術貢獻 49
5.3 實務貢獻 50
5.3.1 補償性消費的中介效果 50
5.3.2 補償性消費與產品類型對主觀幸福感的影響 50
5.3.3 自我差距與產品類型對主觀幸福感的影響 51
5.4 研究限制與未來發展 52
參考文獻 53
附錄ㄧ 實驗一問卷一 60
附錄二 實驗ㄧ問卷二 65
附錄三 實驗一問卷三 70
附錄四 實驗一問卷四 75
附錄五 實驗二問卷一 80
附錄六 實驗二問卷二 85
附錄七 實驗二問卷三 90
附錄八 實驗二問卷四 95
附錄九 實驗二問卷五 100
附錄十 實驗二問卷六 105

Adler, H. M. (1917). A psychiatric contribution to the study of delinquency. Journal of the American Institute of Criminal Law and Criminology, 8(1), 45-68. https://doi.org/10.2307/1133711
Argyle, M. (1987). The psychology of happiness. Methuen.
Atalay, A. S., & Meloy, M. G. (2011). Retail therapy: A strategic effort to improve mood. Psychology & Marketing, 28(6), 638-659.
https://doi.org/https://doi.org/10.1002/mar.20404
Bagozzi, R. P., & Dholakia, U. (1999). Goal setting and goal striving in consumer behavior. Journal of Marketing, 63 (Special Issue), 19-32.
https://doi.org/10.2307/1252098
Barnett, M. D., Moore, J. M., & Harp, A. R. (2017). Who we are and how we feel: Self-discrepancy theory and specific affective states. Personality and Individual Differences, 111, 232-237.
https://doi.org/https://doi.org/10.1016/j.paid.2017.02.024
Bellezza, S., & Keinan, A. (2014). Brand tourists: How non–core users enhance the brand image by eliciting pride. Journal of Consumer Research, 41(2), 397-417.
Berger, J., & Ward, M. (2008). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555-569. https://doi.org/10.2139/ssrn.1242282
Bian, X., Haque, S., & Smith, A. (2015). Social power, product conspicuousness, and the demand for luxury brand counterfeit products. British Journal of Social Psychology, 54(1), 37-54. https://doi.org/https://doi.org/10.1111/bjso.12073
Burnett, M. S., & Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision‐making process. Journal of Consumer Marketing, 11(3), 33-43. https://doi.org/10.1108/07363769410065454
Carver, C. S., & Scheier, M. F. (1990). Origins and functions of positive and negative affect: A control-process view. Psychological Review, 97(1), 19-35.
Chand, V. S., & Fei, C. (2021). Self-brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411. https://doi.org/https://doi.org/10.1002/cb.1871
Crespo, Á. H., del Bosque, I. R., & de los Salmones Sánchez, M. M. G. (2009). The influence of perceived risk on internet shopping behavior: A multidimensional perspective. Journal of Risk Research, 12(2), 259-277.
https://doi.org/10.1080/13669870802497744
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. https://doi.org/10.1007/BF02310555
Degen, R. J. (2009). Opportunity for luxury brands in China. Journal of Brand Management, 6(3/4), 75-85.
Derek, D. R., & Adam, D. G. (2012). Compensatory consumption. In The Routledge Companion to Identity and Consumption (pp. 207-215). Routledge.
https://doi.org/10.4324/9780203105337.ch21
Diener, E. (1984). Subjective well-being. Psychological Bulletin, 95(3), 542-575.
https://doi.org/10.1037/0033-2909.95.3.542
Diener, E., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The satisfaction with life scale. Journal of Personality Assessment, 49(1), 71-75.
https://doi.org/10.1207/s15327752jpa4901_13
Diener, E., & Lucas, R. E. (1999). Personality and subjective well-being. In D. Kahneman, E. Diener, & N. Schwarz (Eds.), Well-being: The foundations of hedonic psychology (pp. 213–229). Russell Sage Foundation.
Dubois, D., Jung, S., & Ordabayeva, N. (2020). The psychology of luxury consumption. Current Opinion in Psychology, 39, 82-87.
https://doi.org/10.1016/j.copsyc.2020.07.011
Eid, M., & Larsen, R. J. (Eds.). (2008). The science of subjective well-being. The Guilford Press.
Elliott, R. J., & Wattanasuwan, K. (1998). Consumption and the symbolic project of the self. Association for Consumer Research European Advances, 3, 17-20.
Gistri, G., Romani, S., Pace, S., Gabrielli, V., & Grappi, S. (2009). Consumption practices of counterfeit luxury goods in the Italian context. Journal of Brand Management, 16(5), 364-374. https://doi.org/10.1057/bm.2008.44
Glaser, B. G., & Strauss, A. (1964). Awareness contexts and social interaction. American Sociological Review, 29, 669-679.
Goor, D., Ordabayeva, N., Keinan, A., & Crener, S. (2019). The impostor syndrome from luxury consumption. Journal of Consumer Research, 46(6), 1031-1051. https://doi.org/10.1093/jcr/ucz044
Gronmo, S. (1988). Compensatory consumer behavior: Elements of a critical sociology of consumption. The Sociology of Consumption, 65-85.
Grossman, G. M., & Shapiro, C. (1988). Foreign counterfeiting of status goods. The Quarterly Journal of Economics, 103(1), 79-100.
https://doi.org/10.2307/1882643
Grunert, S. C. (1993). On gender differences in eating behavior as compensatory consumption. GCB - Gender and Consumer Behavior Volume, 74-81.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30.
Heine, S. J., Proulx, T., & Vohs, K. D. (2006). The meaning maintenance model: On the coherence of social motivations. Personality and Social Psychology Review, 10(2), 88-110. https://doi.org/10.1207/s15327957pspr1002_1
Higgins, E. T. (1987). Self-discrepancy: a theory relating self and affect. Psychological Review, 94(3), 319-340.
Higgins, E. T., Klein, R., & Strauman, T. (1985). Self-concept discrepancy theory: A psychological model for distinguishing among different aspects of depression and anxiety. Social Cognition, 3(1), 51-76.
https://doi.org/10.1521/soco.1985.3.1.51
Hirschman, E. C. (1981). Comprehending symbolic consumption: Three theoretical issues. Association for Consumer Research, 4-6.
Elizabeth C. Hirschman (1981). Comprehending symbolic consumption: Three theoretical issues. Association for Consumer Research, 4-6.
Hudders, L., & Pandelaere, M. (2014). Is having a taste of luxury a good idea? How use vs. ownership of luxury products affects satisfaction with life. Applied Research in Quality of Life, 10, 253-262. https://doi.org/10.1007/s11482-014-9310-x
Jiang, L., & Shan, J. (2016). Counterfeits or shanzhai? The role of face and brand consciousness in luxury copycat consumption. Psychological Reports, 119(1), 181-199. https://doi.org/10.1177/0033294116659316
Kapferer, J.-N. (1998). Why are we seduced by luxury brands? Journal of Brand Management, 6(1), 44-49. https://doi.org/10.1057/bm.1998.43
Khan, S., Fazili, A. I., & Bashir, I. (2021). Counterfeit luxury consumption: A review and research agenda. Journal of Consumer Behaviour, 20(2), 337-367. https://doi.org/https://doi.org/10.1002/cb.1868
Khan, S., Fazili, A. I., & Bashir, I. (2022). I feel so embarrassed, still, I want it! The self-presentational dilemma of counterfeit luxury buyers. Journal of Consumer Marketing, 40(1), 87-101. https://doi.org/10.1108/JCM-11-2020-4236
Kim, S., & Gal, D. (2014). From compensatory consumption to adaptive consumption: The role of self-acceptance in resolving self-deficits. Journal of Consumer Research, 41(2), 526-542. https://doi.org/10.1086/676681
Kim, S., & Rucker, D. D. (2012). Bracing for the psychological storm: Proactive versus reactive compensatory consumption. Journal of Consumer Research, 39(4), 815-830. https://doi.org/10.1086/665832
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.08.023
Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.08.021
Kwon, Y., Choi, E., Choi, J., & Choi, I. (2019). Discrepancy regarding self, family, and country and well-being: The critical role of self and cultural orientation. Journal of Happiness Studies, 20(7), 2189-2209. https://doi.org/10.1007/s10902-018-0040-x
Lai, K. K.-Y., & Zaichkowsky, J. L. (1999). Brand imitation: Do the chinese have different views? Asia Pacific Journal of Management, 16(2), 179-192.
https://doi.org/10.1023/A:1015482707900
Lisjak, M., Levav, J., & Rucker, D. D. (2014). Compensatory consumption as self-and social-signaling. Association for Consumer Research North American Advances, 42, 156-162.
Lyubomirsky, S., & Lepper, H. S. (1999). A measure of subjective happiness: Preliminary reliability and construct validation. Social Indicators Research, 46(2), 137-155. https://doi.org/10.1023/A:1006824100041
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The compensatory consumer behavior model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133-146.
https://doi.org/https://doi.org/10.1016/j.jcps.2016.05.003
McDaniel, B. L., & Grice, J. W. (2008). Predicting psychological well-being from self-discrepancies: A comparison of idiographic and nomothetic measures. Self and Identity, 7(3), 243-261. https://doi.org/10.1080/15298860701438364
McFerran, B., & Argo, J. J. (2013). The entourage effect. Journal of Consumer Research, 40(5), 871-884. https://doi.org/10.1086/673262
Packard, G., & Wooten, D. B. (2013). Compensatory knowledge signaling in consumer word-of-mouth. Journal of Consumer Psychology, 23(4), 434-450.
https://doi.org/https://doi.org/10.1016/j.jcps.2013.05.002
Pavot, W., Fujita, F., & Diener, E. (1997). The relation between self-aspect congruence, personality and subjective well-being. Personality and Individual Differences, 22(2), 183-191. https://doi.org/10.1016/S0191-8869(96)00196-1
Phau, I., & Prendergast, G. (2000). Conceptualizing the country of origin of brand. Journal of Marketing Communications, 6(3), 159-170.
https://doi.org/10.1080/13527260050118658
Phau, I., Sequeira, M., & Dix, S. (2009). Consumers' willingness to knowingly purchase counterfeit products. Direct Marketing: An International Journal, 3(4), 262-281. https://doi.org/10.1108/17505930911000865
Proulx, T., & Inzlicht, M. (2012). The five “A”s of meaning maintenance: Finding meaning in the theories of sense-making. Psychological Inquiry, 23(4), 317-335. https://doi.org/10.1080/1047840X.2012.702372
Pueschel, J., Chamaret, C., & Parguel, B. (2017). Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries. Journal of Business Research, 77, 184-194.
https://doi.org/https://doi.org/10.1016/j.jbusres.2016.11.008
Reich, W. A., Kessel, E. M., & Bernieri, F. J. (2013). Life satisfaction and the self: Structure, content, and function. Journal of Happiness Studies, 14(1), 293-308. https://doi.org/10.1007/s10902-012-9332-8
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55(1), 68-78. https://doi.org/10.1037//0003-066x.55.1.68
Schouten, J. W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of Consumer Research, 17(4), 412-425. http://www.jstor.org/stable/2626836
Shan, J., Jiang, L., Peng Cui, A., Wang, Y., & Ivzhenko, Y. (2022). How and when actual-ideal self-discrepancy leads to counterfeit luxury purchase intention: A moderated mediation model. International Journal of Consumer Studies, 46(3), 818-830. https://doi.org/https://doi.org/10.1111/ijcs.12730
Sheldon, K. M., Ryan, R. M., Rawsthorne, L. J., & Ilardi, B. (1997). Trait self and true self: Cross-role variation in the Big-Five personality traits and its relations with psychological authenticity and subjective well-being. Journal of Personality and Social Psychology, 73(6), 1380-1393. https://doi.org/10.1037/0022-3514.73.6.1380
Slavich, G. M., O'Donovan, A., Epel, E. S., & Kemeny, M. E. (2010). Black sheep get the blues: a psychobiological model of social rejection and depression. Neuroscience & Biobehavior Reviews, 35(1), 39-45.
https://doi.org/10.1016/j.neubiorev.2010.01.003
Syahrivar, J. (2021). Hijab no more: A phenomenological study. Journal of Religion and Health, 60(3), 1969-1991. https://doi.org/10.1007/s10943-020-01068-7
Syahrivar, J., Hermawan, S. A., Gyulavári, T., & Chairy, C. (2021). Religious compensatory consumption in the Islamic context: The mediating roles of religious social control and religious guilt. Asia Pacific Journal of Marketing and Logistics, 34(4), 739-758.
Wang, L., Jin, M., & Yang, Z. (2020). Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity. Journal of Business Research, 107, 50-61.
https://doi.org/https://doi.org/10.1016/j.jbusres.2019.10.026
Wicklund, R. A., & Gollwitzer, P. M. (1981). Symbolic self-completion, attempted influence, and self-deprecation. Basic and Applied Social Psychology, 2(2), 89-114. https://doi.org/10.1207/s15324834basp0202_2
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands? Journal of Marketing Research, 46(2), 247-259.
https://doi.org/10.1509/jmkr.46.2.247
Woodruffe, H. R. (1997). Compensatory consumption: why women go shopping when they're fed up and other stories. Marketing Intelligence & Planning, 15(7), 325-334. https://doi.org/https://doi.org/10.1108/02634509710193172
Woodruffe‐Burton, H. (1998). Private desires, public display: Consumption, postmodernism and fashion’s “new man”. International Journal of Retail & Distribution Management, 26(8), 301-310.
Xiao, J., Li, C., & Peng, L. (2018). Cross-cultural effects of self-discrepancy on the consumption of counterfeit branded luxuries. Asia Pacific Journal of Marketing and Logistics, 30(4), 972-987. https://doi.org/10.1108/APJML-12-2017-0341
Zhang, J., Chen, M., Xie, Z., & Zhuang, J. (2022). Don't fall into exquisite poverty: The impact of mismatch between consumers and luxury brands on happiness. Journal of Business Research, 151, 298-309.
https://doi.org/https://doi.org/10.1016/j.jbusres.2022.07.010