情侶關係中的炫耀性送禮，過去的研究較少，更缺乏探討影響炫耀性送禮前因的研究。本研究以認定威脅理論為基礎，從送禮者觀點出發，並將社經地位差異的方向性納入考量，探討情侶間的社經地位優勢差異、認定不相似性所產生的認定威脅感，如何透過關係中自尊與愛情關係滿意度的雙中介效果，進一步的影響炫耀性送禮行為。
　　本研究針對台灣18歲到50歲間，正處於戀愛關係且未婚的成年人，進行兩階段的問卷調查，共收集了362份有效的問卷資料。分析結果顯示：1.社經地位優勢差異、伴侶認定相似性，皆與關係中自尊有顯著正向關係。2.伴侶認定相似性與愛情關係滿意度之間，有顯著正向關係。3.關係中自尊、愛情關係滿意度，皆與炫耀性送禮有顯著負向關係。4.關係中自尊、愛情關係滿意度，皆在社經地位優勢差異與炫耀性送禮之間，有中介效果。5.關係中自尊、愛情關係滿意度，皆在伴侶認定相似性與炫耀性送禮之間，有部分中介效果。6.愛情關係滿意度與關係中自尊，從社經地位優勢差異到炫耀性送禮之間，具有雙中介效果。7.愛情關係滿意度與關係中自尊，從伴侶認定相似性到炫耀性送禮之間，具有部分雙中介效果。總之，本研究結果確認了，在情侶間，當送禮者的社經地位優於對方、彼此間認定越相似，則關係中自尊越高、對關係越滿意，較不容易出現炫耀性送禮；反之，當送禮者的社經地位劣於對方、彼此間認定差異越大，則關係中自尊越低、對關係越不滿意，則較容易出現炫耀性送禮。

　　There are few studies on conspicuous gifting in couples' relationships, and there is a lack of research on the antecedents of conspicuous gifting. This research is based on the theory of identified threats, and further takes the gift giver’s “self-esteem in a relationship” and “difference in socioeconomic status” into consideration. This difference in self-assessed socioeconomic status may lead to identity dissimilarities and thus the giver might feel threatened in the relationship. How “self-esteem” and “relationship satisfaction” as two mediators might further affect the behavior of conspicuous gift-giving will also be discussed.
　　This study conducted a two-stage questionnaire survey with Taiwanese adults aged from eighteen to fifty years old, who had been in a romantic relationship and unmarried. A total of 362 valid questionnaires were collected. There were seven main findings observed in this study. First, socioeconomic status and self-esteem are positively associated with a relationship. Second, the similarity of the couple’s perceived social identity towards each other is positively associated with relationship satisfaction. Third, self-esteem in a relationship and relationship satisfaction are both negatively associated with conspicuous gift-giving. Fourth, self-esteem in a relationship and relationship satisfaction can mediate the relationship between the difference in socioeconomic status and conspicuous gifting. Fifth, Self-esteem in the relationship and relationship satisfaction both have an indirect effect on the perceived identity and the behavior of conspicuous gift-giving. Sixth, relationship satisfaction and self-esteem in relationships have a dual mediating effect on the relationship between differences in socioeconomic status and conspicuous gift-giving. Seventh, relationship satisfaction and self-esteem in the relationship have an indirect dual mediating effect on the relationship between partner identification similarity and conspicuous gift-giving.The results of this study thus confirmed that among couples, conspicuous gift-giving is less likely to occur when the giver’s self-assessed socioeconomic status, similarity in partner identification, giver’s self-esteem in the relationship, and relationship satisfaction are evaluated higher. When the giver’s self-assessed social and economic status is inferior to the other party and self-esteem in the relationship is lower, the difference in mutual identification is greater and relationship satisfaction is lower, the behavior of conspicuous gift-giving is prone to occur.

第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題與目的 4
第二章　文獻探討與假設推論 5
第一節　社經地位 5
第二節　社會認定理論 7
第三節　自尊 17
第四節　愛情關係滿意度 20
第五節　炫耀性送禮 23
第六節　炫耀性消費 25
第七節　送禮行為 31
第八節　研究假設之推論 35
第三章　研究方法 45
第一節　研究架構 45
第二節　資料分析工具 47
第三節　研究樣本 49
第四節　變數的操作性定義與衡量方法 54
第四章　研究結果 67
第一節　敘述性統計與相關分析 67
第二節　區別效度檢定 70
第三節　迴歸分析與假設檢驗結果 72
第五章　研究討論與建議 78
第一節　研究結果與討論 78
第二節　理論貢獻與實務意涵 82
第三節　未來研究方向與研究限制 88

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