本研究以不同的求偶思維情境與品牌概念形象，探討其對自我建構與衝動性購買行為的影響。本研究採2(求偶思維：是、非)× 2(品牌概念形象：威望性品牌、功能性品牌)之受試者間實驗設計，搭配實體與網路兩種方式進行問卷發放，受測者隨機分配到四個實驗情境中，共回收515份有效樣本。研究結果顯示：(1)求偶思維比非求偶思維更能激發自我建構中的獨立我。(2)威望性品牌比功能性品牌更能激發自我建構中的獨立我。(3)自我建構中的獨立我對衝動性購買具有正向影響。(4)當消費者面對威望性的品牌概念形象時，此時求偶思維會比非求偶思維更能顯著地激發消費者自我建構中的獨立我；反之，當消費者面對功能性的品牌概念形象時，此時無論是求偶思維或非求偶思維狀態，所能激發自我建構中的獨立我並無顯著差異。(5)在求偶思維與衝動性購買行為之間，獨立我具有中介效果。(6)威望性品牌，能夠激發自我建構中的獨立我，並促進消費者的衝動性購買行為。(7)在求偶思維下，威望性品牌透過自我建構中獨立我的激發，進而加強消費者的衝動性購買行為。

Our research uses different mating mind-sets and brand concept-image (prestige brands/functional brands) to probe into self construal and impulsive purchasing behavior. This study uses between subjects design: 2(mating mind-sets: yes/no)×2(brand concept-image: prestige brands/functional brands), which includes 515 participants. The main results of this study are as follows: First, in contrast to nonmating mind-sets, mating mind-sets have higher independent self-construal. Second, in contrast to functional brands, prestige brands have higher independent self-construal. Third, independent self-construal positively influences impulsive purchasing behavior. Fourth, under the condition of prestige brand, mating mind-sets would lead to higher independent self-construal compared to non-mating mind-sets. However, under the condition of functional brand, there is not significant difference in independent self-construal between mating mind-sets and non-mating mind-sets. Fifth, independent self-construal mediates the relationship between mating mind-sets and impulsive purchasing behavior. Sixth, independent self-construal mediates the relationship between prestige brand and impulsive purchasing behavior. Seventh, in the situation of mating mind-sets, prestige brands have influences on impulsive purchasing behavior through independent self-construal.

衝動性購買研究已超過五十餘年，綜觀國內外的研究，目前尚未有人針對求偶思維進行自我建構與衝動性購買行為的探討。故本研究以不同的求偶思維情境與品牌概念形象，探討上述二者對自我建構與衝動性購買行為的影響。本研究採2(求偶思維：是、非) × 2(品牌概念形象：威望性品牌、功能性品牌)之受試者間實驗設計進行研究，15歲以上的受測者隨機被分配到四個實驗情境中。 本研究的政策與管理意涵包含以下幾點。首先，本研究充實了求偶思維與自我建構的相關研究，過往在行銷領域上，求偶思維的相關研究大多著重於與創造力之間的關係 (Griskevicius et al., 2006)，或是對品牌延伸的影響 (Monga & Gürhan-Canli, 2012)，本研究則將自我建構放在一個依變數的位置，去驗證消費者的求偶思維如何影響自我建構。除此之外，亦探討了求偶思維與品牌概念形象二者間的交互作用，以及自我建構的中介效果。此舉不僅彌補了過往文獻的缺口，亦在求偶思維與自我建構的探討上，開闢了有趣的新研究議題與加入了新的觀點。 其次，本研究證實，當消費者面對威望性的品牌概念形象時，此時求偶思維會比非求偶思維更能顯著地激發消費者自我建構中的獨立我，但無論是求偶思維或非求偶思維狀態，消費者其實皆有相對較高的獨立我；反之，當消費者面對功能性的品牌概念形象時，此時無論是求偶思維或非求偶思維狀態，所能激發自我建構中的獨立我並無顯著差異，且無論是求偶思維或非求偶思維，消費者的獨立我都相對偏低。 最後，由於威望性品牌本身能夠激發自我建構中的獨立我之能力甚高，倘若再加上求偶思維情境的輔助，將更能夠激發消費者更強大的獨立我性格，而在強烈的獨立我性格催化之下，亦將更能夠促使消費者產生衝動性購買行為，而上述研究發現的歸納，皆未曾出現於過往的其他研究中。

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