消費者的購買意願一直是過往很多研究探討的主軸，而影響消費者購買意願最深的就是商品資訊，那由於現今社會科技發達，對年輕人而言，可以上網查到商品資訊，但對於老年人或者不太會上網的人，能取得商品資訊的方法就是透過銷售員推銷販售，這是最清楚也是最直接取得商品資訊的方式，因此銷售員的銷售方式顯得相當重要，對於大學畢業的社會新鮮人，擔任銷售員，常常急於想快點銷售產品而極力推銷商品，造成消費者反感，甚至購買意願降低，但要是銷售員當下能辨別自己的行為是否造成消費者產生負面的情緒，那當下改變推銷方式，或許能降低消費者對推銷員產生反感，提高購買意願。又兩人面對面談話時，最能當作辨別情緒的部位是臉部表情。綜合上述，本研究藉由保險銷售員推銷保險商品，因為保險是最常與人面談的職位，且保險業務員要是能從消費者的臉部表情辨別消費者的情緒，給於不同的推銷手法，或許能提高消費者的購買意願。
本研究將大學畢業的社會新鮮人，擔任銷售員，常常急於想快點銷售產品而極力推銷商品，造成消費者反感，這種感覺定義為情緒勒索知覺，也將138位受測者，隨機分成兩組（受情緒勒索、無受到情緒勒索），並用SPOLIGHT分析，將情緒勒索列為干擾變項，驗證情緒勒索是否對購買意願造成干擾影響，本研究結果發現情緒勒索確實會影響購買意願。
除了驗證情緒勒索與購買意願的影響之外，本研究也使用iMotions 6.4軟體與SPSS統計分析軟體第16版驗證情緒勒索是否對臉部表情產生影響，以及用Threshold（門檻值）探究臉部表情與購買意願之間的關聯性。研究結果顯示兩組受測者（受情緒勒索、無受到情緒勒索）的臉部表情皆展現出負向的情緒，驗證情緒勒索卻是會影響臉部表情，但是購買意願與臉部表情之間無任何關聯性，有購買意願的人臉部表情不一定會展現正向的情緒，無購買意願的人臉部表情也不一定會展現負向的情緒，可能消費者當下是皮笑肉不笑，因此造成本研究結果發現，購買意願與臉部表情無關聯性。總結，情緒勒索確實會對購買意願以及臉部表情造成影響，則購買意願與臉部表情之間無關聯性。

Consumers' Purchase Intention has always been the main axis of many research in the past, and the most influential consumer purchase intention is product information. Because of the advanced technology in today's society, for young people, they can check the information on the Internet. However, for the elderly or those who do not have access to the Internet, the way to obtain product information is to sell the sales through the salesperson. This is the clearest and most direct way to obtain product information, so the salesman’s sales approach is very important. For the freshmen who graduated from college, as salesmen, they are often eager to sell products quickly and sell their products, causing consumers to resent and even reduce their Purchase Intention, but if the salesperson can identify whether his behavior is causing negative consumer Emotions, the current change in marketing methods, may reduce consumers' resentment to salespeople and increase their Purchase Intention. When the two of them talk face to face, the part that can best be used to identify emotions is the facial expression. In summary, this study promotes insurance products by insurance salesmen, because insurance is the most frequently interviewed position, and insurance salesmen can distinguish consumers' emotions from consumers' facial expressions, giving different sales practices. May increase the willingness of consumers to buy.
This study puts the freshman in the university as a salesman. He is often eager to sell products quickly and sells goods, causing consumers to resent. This feeling is defined as emotional blackmail, and 138 subjects are randomly divided into two groups(affected by emotional extortion, no emotional extortion) .and using SPOLIGHT analysis, the Emotional Blackmail as a disturbance variable, to verify whether Emotional Blackmail has an interference effect on the purchase intention, this study found that Emotional Blackmail does affect the purchase intention.
In addition to verifying the impact of emotional blackmail and purchase intention, this study also uses iMotions 6.4 software and SPSS statistical analysis software version 16 to verify whether emotional blackmail affects facial expressions, and use the Threshold to explore the correlation between facial expressions and purchase intentions. The results of the study showed that the facial expressions of both groups showed negative emotions, and the verification of emotional blackmail would affect facial expressions(affected by emotional extortion, no emotional extortion).But, there is no correlation between the Purchase Intention and the facial expression. The facial expression of the person who has the Purchase Intention may not necessarily show positive emotions. The facial expression of the person who does not purchase will not necessarily show negative emotions. Consumers are not smiling at the moment, so the results of this study found that the Purchase Intention is not related to facial expression. In summary, emotional blackmail does have an impact on purchase intention and facial expression, and there is no correlation between purchase intention and facial expression.

摘要.......................i
Abstract.......................iii
誌謝.......................v
目錄.......................vi
表目錄.......................viii
圖目錄.......................ix
第一章 研究背景與目的.......................1
1.1研究背景.......................1
1.2研究動機與目的.......................3
第二章 文獻探討.......................4
2.1購買意願態度（行為）.......................4
2.2情緒勒索與購買意願有關聯.......................5
2.3臉部表情辨識情緒.......................6
2.4推銷手法.......................7
2.5臉部分析方法.......................7
2.5.1 Action-Unit （AU）分類.......................8
2.5.2表情資料庫.......................9
2.5.3臉部細部（嘴巴）.......................10
2.5.4臉部特徵表情識別規則.......................13
第三章 研究方法.......................14
3.1研究架構.......................14
3.2 實驗對象與人數.......................19
3.2.1第一階段（前測）.......................19
3.2.2第二階段（後測）.......................19
3.3 實驗內容.......................21
3.3.1實驗流程.......................21
3.3.2事後問卷.......................23
3.4 資料分析.......................27
3.4.1 問卷分析.......................27
3.4.2 臉部表情分析.......................28
第四章 研究結果與分析.......................30
4-1樣本基本描述.......................30
4-2 KMO與Bartlett球型檢定和因素分析.......................31
4-2-1 KMO（Kaiser-Meyer-Olkin）與Bartlett球型檢定.......................31
4-2-2因素分析與命名.......................31
4-3 SPOTLIGHT干擾分析.......................33
4-4 臉孔辨識分析.......................36
4-4-1彙整特徵值與情緒的圖庫.......................36
4-4-2 特徵值對情緒勒索和購買意願的分析.......................39
4-5小結.......................44
第五章 結論與建議.......................45
5-1 研究結論.......................45
5-2管理意涵與學術意涵.......................46
5-2-1管理意涵.......................46
5-2-2學術意涵.......................46
5-3研究限制與建議.......................47
參考文獻.......................48
附錄一 事後問卷.......................53
附錄二 臉孔辨識iMotions6.4軟體蒐集數據之介面.......................56
附錄三 iMotions 6.4受測者情緒變化.......................57
附錄四 iMotions 6.4受測者臉部特徵值變化.......................58
Extended Abstract.......................60

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