本研究探討消費者在選購產品時，對於品牌中有灰姑娘故事是否會影響消費者的品牌偏好，此外，探討情緒智力與業務配合文章是否會在灰姑娘品牌故事與品牌偏好之間產生干擾作用。研究模式將根據文獻探討所推論的構面與假說進行變項之間的差異研究，以情境題進行2 (有灰姑娘品牌故事 vs. 無灰姑娘品牌故事) × 2 (有業務配合文章 vs. 無業務配合文章) 的受試者間實驗設計。研究結果顯示：(1)灰姑娘品牌故事能夠對消費者的品牌偏好產生正向的影響；(2)情緒智力高低不會影響消費者在品牌偏好上的差異；(3)消費者並不會因為商品中有業務配合文章而影響其品牌偏好；(4)不論消費者情緒智力能力，灰姑娘品牌故事能夠對消費者的品牌偏好產生正向的影響；(5)不論商品有無業配文，灰姑娘品牌故事能夠對消費者的品牌偏好產生正向的影響；(6)不論商品有無業配文，消費者情緒智力不會影響品牌偏好；(7)不論商品有無業配文及消費者情緒智力能力高低，灰姑娘品牌故事對於消費者品牌偏好都有正向影響。

This research examines the impact of underdog brand on consumers’ brand preference, as well as the moderating roles of emotional intelligence and sponsored posts in the impact of underdog brand on consumers’ brand preference. The research model is based upon the constructs and inferred hypotheses, and a 2 (with underdog brand story vs. without underdog brand story) × 2 (with sponsored posts vs, without sponsored posts) between-subjects factorial experimental design is conducted. Results demonstrate that underdog brand story has a positive impact on consumers’ brand preference. Moreover, the extent of emotional intelligence has no impact on consumers’ brand preference. Similarly, the availability of sponsored posts has no impact on consumers’ brand preference. Additionally, underdog brand story has a positive impact on consumers’ brand preference, regardless of the extent of consumers’ emotional intelligence. Similarly, underdog brand story has a positive impact on consumers’ brand preference, regardless of the availability of sponsored posts. Subsequently, consumers’ emotional intelligence has no impact on brand preference, regardless of the availability of sponsored posts. At last, underdog brand story has a positive impact on consumers’ brand preference, regardless of the availability of sponsored posts and the extent of consumers’ emotional intelligence.

目錄
第一章 緒論 ................................ 1
第一節 研究背景與動機 ....................... 1
第二節 研究問題 ............................ 3
第三節 研究範圍 ............................ 4
第四節 研究流程 ............................ 5
第二章 文獻探討與假說推論 ................... 7
第一節 品牌偏好 ............................ 8
第二節 灰姑娘品牌故事 ...................... 10
第三節 情緒智力 ............................ 12
第四節 業務配合文章 ........................ 14
第三章 研究方法 ............................ 19
第一節 研究架構 ............................ 19
第二節 實驗及問卷設計 ...................... 20
第三節 研究對象 ............................ 21
第四節 資料分析 ............................ 22
第四章 實證結果與分析 ....................... 23
第一節 敘述性統計 ........................... 23
第二節 灰姑娘品牌故事操弄檢定 ................ 24
第三節 業務配合文章操弄檢定 .................. 26
第四節 情緒智力檢定 ......................... 28
第五節 假說驗證 ............................. 30
第五章 研究結論與建議 ....................... 52
第一節 研究結論 ............................. 52
第二節 學術貢獻 ............................. 55
第三節 實務意涵 ............................. 57
第四節 研究限制與建議 ........................ 61
參考文獻 .................................... 62
附錄 ........................................ 68
附錄1 品牌偏好量表 ........................... 68
附錄2 情緒智力量表............................ 69
附錄3 實驗問卷1 .............................. 70
附錄4 實驗問卷2 .............................. 74
附錄5 實驗問卷3 .............................. 78
附錄6 實驗問卷4 .............................. 82

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