| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === The concept of “Gifts to oneself” is wildly used in advertisement and marketing area. However, former studies are little and foucus on quality study. The study is quantity study which based on 306 samples and the results as follows：
1. Mood-regulation self-behavior in resources：the informants is unplanned and spent more money on mood-reparatory；the informants is planned and spent a reasonably large amount of money on mood-maintaining.
2. The main role of self-gift is self-rendered and self-reward and the feeling of guilt is low. In addition, the affect response of guilt of mood-reparatory is higher than mood-maintaining.
3. The affect-response cluster,including self-reward and esteem memorably and guilt melancholy：(1)Both two haved positive mood state and high repurchase likelihood in positive situation. (2) Self-reward and esteem memorably haved the siginificant higher repurchase likelihood in celebration situation.
4. The outcome of self-behavior is good-mood enhacement, good-mood retardation, bad-mood evaporation and bad-mood alleviation. (1)Good-mood enhacement lead to heightened satisfaction in mood-regulation and bad-mood alleviation lead to lowered satisfaction in mood-regulation. (2) Bad-mood evaporation haved repurchase likelihood in negative situation and good-mood enhacement haved reupuchase likelihood in celebration situation.
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