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 mindsets 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 selfconstrual.