網購療癒商品對消費幸福感影響之研究
－以性別、人格特質為干擾變數

由於現今購物是人們在生活當中不可或缺的休閒活動之一，不僅可以滿足人類的心理需求，還能產生快樂與幸福感等附加價值。近幾年「療癒系商品」興起，讓許多消費者趨之若鶩，市場的接受度逐漸提高。透過購買療癒系商品，是否真能提高消費者的愉悅程度或是消費幸福感呢？或者是否會有不同的因素所干擾？因此本研究探討療癒系商品如何影響消費幸福感，以及不同情緒、性別和人格特質的情境下，是否會對於購買療癒系商品的消費幸福感產生干擾效果。根據銀色快手在2003年的研究，發現療癒系商品能讓人感到心情安定、愉快、陪伴，或是具有溫和與降低情緒起伏之特性的產品，凡是裝飾品、玩偶、玩具、食品或是明星偶像，都可以是療癒系的商品。本研究將Hirschman and Holbrook在1982年提出將產品分為享樂型產品及功能型產品的概念融入，將療癒系商品分成這兩個層面。在消費者情緒方面，則以心理學家Russell提出的「環狀情緒模型（Circumplex Model of Affect）」之情感類型做為本研究的情緒參考。在人格特質方面使用Roseman and Friedman 在1974年的研究分為A型（TypeA）與B型（Type B）。而消費幸福感為消費者於消費情境中會受個人認知及外在因素的影響，進而產生正面情緒的感受，進而產生這樣的研究，本研究合併採用林若葳（2015）及Diener (1985)所兩位學者所提出的量表，並做了增加及刪減題目，並對題向做適度的修正以符合研究目的。本研究流程分為兩個階段，第一階段為商品療癒程度之分類，第二階段則用第一階段所分類商品的結果，了解不同的產品對於消費幸福感的影響，並且增加情緒、性別、人格特質對於消費幸福感是否會有干擾效果。本研究採用網路發放問卷，前測問卷分為兩階段，第一階段問卷收回173份，第二階段問卷收回160份，則正式問卷是以具有經濟能力之族群為主要之研究對象，扣除無效問卷後，有效問卷為381份，再透過SPSS統計軟體進行資料處理。在前測的療癒商品程度問卷中，分成四種不同類型的療癒系商品，包含高療癒且功能商品、高療癒且享樂商品、低療癒且功能商品和中療癒且享樂商品被區分出來。在正式問卷當中，分別依上述四類挑選八種產品，為床包、頸枕、軟軟小物、桌上型公仔、電腦包、手機隨身碟、麻將和撲克牌，作為正式問卷的基礎，以了解不同類型的療癒商品對幸福感的影響。研究結果顯示，呈現出中療癒且享樂型商品在四種類型類別中，是幸福感最高的一個組合。而性別、A/B型人格特質對於消費幸福感皆有顯著的干擾效果。療癒系商品並不是因為外表做的最可愛，就可以增進幸福感的，反而是中度療癒和搭配享樂的商品對消費者來說，才是有提升幸福感的一個最正向的效果。至於情緒的話，它是沒有顯著影響的，本來的情緒對於不同類型的商品以及幸福感之間是沒有顯著的。

關鍵字

產品類別；療癒系產品；性別；人格特質；情緒；消費幸福感

並列摘要

Nowadays, shopping is one of the indispensable casual activities in the life, it could not only satisfy the psychological demand of human beings but added value of happiness and well-being. In recent years, "Healing Products" had become very popular, and the market acceptance increased gradually, whether purchase those products can improve the pleasure of consumers or their well-being? Or it will be interfered by different factors? This study explored how the healing products affect consumer’s well-being, and whether consumer’s well-being of purchasing healing products will be interfered by different emotion, gender, and personality traits. According to the research in 2003, Silverquick has found the healing products are the products with the characteristics which can make people feel stable, happy, accompanied, or mild and reduce emotional reactions. Any decorations, dolls, toys, food or super idols can be healing products. In 1982, Hirschman and Holbrook have introduced the product concept into hedonic products and functional products, in this study, we divided the healing products into these two aspects. In terms of consumer emotions, we applied Russell (1980), the psychologist who have proposed emotional type of the " Circumplex Models of Affect" for reference in this study. The personality traits we used the research in 1974 by Roseman and Friedman who divided personality into Type A and Type B. Although consumer well-being was influenced on individual cognition and external factors in purchasing situations, which have impact on positive feelings. This study integrated the scale measurement that proposed by Ruo-Wei Lin (2015) and Diener (1985), then make additions and deletions of the question items for the purpose of this study. The research process was divided into two stages. The first stage was the classification of commodity healing, the second stage used the results of the products classified in the first stage to understand the impact of different products for consumer well-being, and then add the emotions, gender, personality traits to exam if the interfering effect of the consumer well-being exit of not. To collect data this research used online questionnaires survey, pretest was divided into two stages, 173 samples are collected in the first stage, and 160 samples are collected in the second stage. The formal questionnaire was issued to the main subjects with economic ability after deducting invalid questionnaires, 381 valid questionnaires were gathered and data statistical analysis were completed by SPSS. In the pretest, four different types of healing products were identified, including high healing and functional products, high healing and hedonic products, low healing and functional products and medium healing and hedonic products of pleasure. In the formal questionnaire, we selected eight kinds of products according to the former four categories of the products, including fitted sheet, neck pillow, squishy toy, doll, computer bag, mobile phone, mahjong and poker into the formal questionnaires to understand the impacts of the different types of healing product on consumers’ well-being. The results showed the medium healing and hedonic products was the combination with the highest well-being among the four product types highest well-being. However, gender and A/B personality traits also had a significant impact on the consumer well-being. The results of this research implies that it’s not the most healing products that brings the highest well-being to the customers, instead, middle healing and hedonic products are the combination which can generate the most positive effect of well-being. And emotion had no impact since the original mood was not significant between the different types of products and well-being.