在現今社會中，可以發現性在生活中處處可見、無所不在，許多商品都以性作為廣告訴求，無非就是為了製造話題，並且抓住消費者的目光。性訴求 (Sex appeal) ，一直以來被視為銷售利器，利用人類與生俱來的生理需求，觸動著消費者的視覺感官與每一條神經。但性訴求真的是萬靈丹嗎？過去許多研究發現，性訴求的使用必須十分小心，用錯產品及對象，就很可能會帶來反效果。過往研究認為：使用性訴求的產品必須與性相關，才會有較好的廣告效果，但是現實生活中，產品特質與性訴求不一致的廣告案例還是層出不窮，引發本研究的好奇，究竟應如何提升性無關產品使用性訴求的效果。
消費者的調節焦點，在行銷領域中備受重視，認為其對消費者的資訊蒐集、處理與行為反應具有重要影響，然至今仍未見研究結合性訴求與調節焦點，另外，過去研究也鮮少探討性訴求廣告文案的效果，並多侷限於採用明顯的性訴求，忽略使用隱含性訴求的可能作用。鑑此，本研究以性訴求廣告為主軸，比較外顯型性訴求（直接地感官刺激，例如：裸露的男女，並從事性行為舉動）和內隱型性訴求（較婉轉地表達方式，例如：透過場景與燈光等元素，傳達出性行為的意涵）的相對效果，並檢視消費者個體調節焦點、所搭配的文案訊息所可能發揮的作用，及產品類型的干擾。
基於性訴求相關研究、調節焦點理論、訊息框架等概念，本研究採實驗設計法，以兩個實驗驗證六個假說。實驗一採取2(性訴求廣告類型：外顯 vs. 內隱)x2（產品類型：與性相關 vs. 與性無關）二因子受測者間實驗設計，個體調節焦點透過衡量得知；實驗二採取3（廣告類型：外顯性訴求 vs. 內隱性訴求 vs. 無性訴求）×3（訊息調節焦點：促進型 vs. 預防型 vs. 無訊息）的二因子受測者間實驗設計，研究結果指出，個體調節焦點會直接影響性訴求廣告之廣告效果，促進型調節焦點的個體，相較預防型，有較好的廣告效果；此外，性訴求廣告類型的效果，會受到產品類型與個體調節焦點所干擾，在與性相關產品，個體調節焦點為促進型時，偏好外顯型性訴求；個體調節焦點為預防型時，偏好內隱型性訴求。在與性無關產品，個體調節為預防 (vs.促進) 型時，會弱化內隱型性訴求的較佳作用。在性無關產品中，性訴求廣告效果也會受到調節焦點訊息所影響，相較於預防型焦點訊息，促進型焦點訊息會有較佳的廣告態度與產品態度。在性無關產品的廣告中，使用促進型調節焦點訊息時：搭配性訴求（無論外顯或內隱），相較於搭配無性訴求，會產生較佳產品態度與購買意願，而外顯相較內隱則有更佳的廣告態度與購買意願；在性無關產品的廣告中，使用預防型調節焦點訊息時：搭配無性訴求，相較於搭配性訴求（無論外顯或內隱），會產生較佳的廣告態度與產品態度，而使用外顯與內隱性訴求則無顯著差異。
作者期望能藉由本研究為性訴求廣告、調節焦點理論等相關研究領域提供理論貢獻，並能提供廣告商與廣告主在選擇廣告手法時與產品搭配之實務參考建議。

In today’s society, you can easily find sex-related element in our life. A lot of products are using sex as an advertising appeal just to make a topic and catch consumers’ attention. But can sexual appeal really be working on everything? According to the previous researches, it has to be careful to use sexual appeal in advertising. Using it for the wrong products and people may result in the detrimental effect. Prevous studies suggest that the products which use sexual appeal advertising have to be connected to sex to have favorable advertising effectiveness. However, in real life, the advertising cases in which the product traits and sexual appeals are inconsistent are still emerging, which has caused the curiosity of this research. This study aims to improve the effect of sexually-unrelated products that use sexual appeal.
Consumer regulatory focus has received much attention in the field of marketing. Scholars believe that it has an important influence on how consumers gather, process, and respond to information. However, little research has combined sexual appeal advertising and regulatory focus. In addition, past studies have rarely explored the impact of copywriting on sexual appeal advertising and are mostly limited to the use of explicit sexual appeals, ignoring the possible role of implicit sexual appeals. In light of this, this study focuses on sexual appeal advertising, compares the effectiveness between the explicit sexual appeals (directly using sensory stimuli such as naked men and women, engaging in sexual behavior) and implicit sexual appeals (using more expressive ways such as scenes and lights sending the message about the intention of sex). It also examines the influence of consumers’ regulatory focus and messages of advertising, and tests the moderation of product types.
Based on the concepts of sexual appeal, regulatory focus theory, and message frames, this study adopts the experimental design to test six hypotheses. Experiment 1 was a 2 (sexual appeal type: explicit vs. implicit) x2 (product type: sex-related vs. sex-unrelated) between-subjects design. Individual regulatory focus was measured. Experiment 2 was a 3 (sexual appeal type: explicit vs. implicit vs. non-sexual appeal) × 3 (regulatory focus message: promotion vs. preventive vs. no message) between-subjects design. The results found that individuals with the promotion focus have a better response than ones with the prevention focus. In addition, the effectiveness of the sexual appeal types is moderated by product types and individual regulatory focus. When the product is sex-related, for the individuals with the promotion focus, using explicit (vs. implicit) sexual appeal yields better attitudinal responses; for the individuals with the prevention focus, using implicit (vs. explicit) sexual appeal has a better response. When the product is sex-unrelated, individual regulatory focus weakens the better effectiveness of the implicit sexual appeal. Message’s regulatory focus also moderates effects of sexual appeal types for sex-unrelated products.
The results of the study contribute to sexual appeal research, which has seldom discussed the possible effect of regulatory focus, and provide a practical reference to advertising agencies and advertisers on how to effectively use sexual appeal.

謝誌 ii
摘要 iii
Abstract v
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題 11
第四節 研究目的 11
第二章 文獻探討 13
第一節 性訴求廣告 13
一、 性訴求的使用情況及原因 13
二、 性訴求廣告的定義 16
三、 性訴求廣告的類型 18
四、 性訴求的廣告效果 22
五、 受測者性別對於性訴求廣告的影響 25
六、 產品類別對於性訴求廣告的影響 26
第二節 調節焦點 28
一、 調節焦點理論 28
二、 應用調節焦點理論的行銷研究 33
第三節 訊息調節焦點 35
一、 框架效果定義 35
二、 風險選擇框架 35
三、 屬性框架 37
四、 目標框架 38
五、 訊息調節焦點 38
第四節 訊息框架與調節焦點的適配性 39
第三章 研究架構與假說推論 43
第一節 實驗一研究架構與假說 43
一、 產品類型對於性訴求廣告類型效果的干擾 44
二、 個體調節焦點對於性訴求廣告效果的直接影響 46
三、 產品類型與個體調節焦點，對於性訴求廣告類型效果的干擾 47
第二節 實驗二研究架構與假說 50
一、 與性無關產品中之性訴求廣告，調節焦點訊息的廣告效果 50
二、 對性無關產品，廣告類型、調節焦點訊息對廣告效果的互動影響 52
第四章 實驗一 55
第一節 研究方法 55
一、 實驗設計 55
二、 樣本與實驗場域 56
第二節 前測一 57
一、 實驗刺激挑選 57
二、 題項設計 57
三、 前測一統計結果 58
第三節 前測二 61
一、 實驗刺激挑選 62
二、 題項設計 62
三、 前測二統計結果 62
第四節 實驗一研究設計 64
一、 實驗程序 64
二、 變數衡量 65
第五節 分析結果 67
一、 研究樣本組成 67
二、 變數平均值、標準差及量表信度分析 69
三、 操弄性檢定與控制變數檢定 69
四、 假說驗證 74
第六節 討論 83
第五章 實驗二 87
第一節 研究方法 87
一、 實驗設計 87
二、 樣本與實驗場域 88
第二節 前測三 88
一、 實驗刺激挑選 88
二、 題項設計 89
三、 前測三統計結果 89
第三節 實驗二研究設計 91
一、 實驗程序 91
二、 變數衡量 91
第四節 分析結果 93
一、 研究樣本組成 93
二、 變數平均值、標準差及量表信度分析 94
三、 操弄性檢定與控制變數檢定 95
四、 假說驗證 100
第五節 討論 112
第六章 結論與建議 115
第一節 研究發現與討論 115
第二節 理論意涵 120
第三節 實務意涵 123
第四節 研究限制與未來研究方向 124
參考文獻 128
附錄一、前測一問卷 152
附錄二、前測二問卷 155
附錄三、前測二廣告刺激 158
附錄四、前測三問卷 160
附錄五、實驗一問卷 164
附錄六、實驗一實驗刺激 171
附錄七、實驗二問卷 173
附錄八、實驗二實驗刺激 180

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