在現今運動平面廣告實務中，運動品牌經常使用運動名人或素人這兩種類型 的代言人來呈現品牌形象或產品特色，不僅如此，廣告中的色調應用除了常見的 彩色外，亦有不少比例是以黑白為主體，再加上運動品牌常藉由不同心理模擬文案，使消費者產生對訊息的想像，引導消費者想像運動的過程或是運動後所能得到之利益，使其提升購買行為。因此，兩種類型的代言人是否會因不同心理模擬與色調而對消費者產生不同的影響?著實令人好奇。本研究認為，因兩種廣告代言人不論在知名度、先天條件或特質等方面皆有所差異，且黑白、彩色色調與心理模擬給消費者的感覺又不盡相同，三者間的搭配理應會觸發消費者不同的感受， 進而形成不一樣的廣告效果，若操作得當，將能幫助運動行銷人員在有限的預算下，更有效地運用不同類型的代言人優勢，並搭配較合適的文案與色調設計，以創造較佳的廣告成效。鑑此，本研究基於解釋水平理論，分別透過兩個實驗來驗證不同類型與具備不同背景特性之運動代言人，是否會和心理模擬與廣告色調達成適配，讓廣告受眾有較佳的流暢感與評價。
實驗一為 2(運動代言人:名人 vs.素人)x 2(心理模擬:結果 vs.過程)x 2 (廣告色調:黑白 vs.彩色)三因子間設計;實驗二為 2(素人背景:相似 vs.不 相似)x 2(心理模擬:過程 vs.結果)二因子間設計，分別透過八種與四種情境 衡量，了解消費者在不同情境下是否會達成適配進而透過流暢感影響廣告評價。 研究結果證實，在平面運動廣告中(1)以結果(過程)模擬文案及黑白(彩色) 色調呈現廣告時，運動名人(素人)會相較於素人(名人)有較佳流暢感與廣告 效果;(2)以結果(過程)模擬文案，並搭配黑白(彩色)色調呈現時，運動名 人(素人)會相較於運動素人(名人)有較佳流暢感與廣告效果;(3)以過程(結 果)模擬文案呈現時，相似素人(不相似)會相較於不相似(相似)素人，有較 佳流暢感與廣告效果;(4)上述變數達成適配後皆會透過流暢感形成較佳評價。

Nowadays, in sports print ads practices, sports brands usually use celebrities or amateurs of two types of endorsers to show the brand image or product features. Furthermore, we also find two kinds of color tones applied in the ads, and brands even use various copy of mental simulations to enable consumers to generate scenario from the message, and guide them to imagine the process of exercise or the benefits they can obtain after that. Interestingly, whether two endorsers will form different influences on consumers because with different color tones and mental simulations? This paper argues that two endorsers are different in terms of their popularity, innate conditions or traits, and the feeling of color tones and mental simulations to consumers are equally different. Therefore, this paper based on the construal-level theory, and perform two experiments to examine the hypotheses. Study1conducts a 2 (endorser: celebrity vs. amateur) x 2 (mental simulation: outcome vs. process) x 2 (color tone: BW vs. color) between-subjects factorial design; Study2 conducts 2 (amateur background: similar vs dissimilar) x 2 (mental simulation: process vs. outcome) between-subjects factorial design. The results showed that (1) When the outcome(process) simulation copy and BW(color) presented the ads respectively, the celebrity(amateur) will have a better fluency and advertising effectiveness than the amateur(celebrity); (2) When the outcome(process) simulation copy with BW (color) presented jointly, the celebrity(amateur) will have a better fluency and evaluation than the amateur(celebrity); (3) When the process(outcome) simulation copy is presented, the similar(dissimilar) amateur will have a better fluency and evaluation than the dissimilar(similar). (4) After the fit of above variables, it will be mediated by processing fluency to form a better attitude.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 6
第三節、研究問題 10
第四節、研究目的 11
第二章、文獻探討 12
第一節、運動廣告 12
一、運動廣告類型 12
二、小結 13
第二節、運動廣告代言人 14
一、運動名人vs.運動素人 14
二、小結 16
第三節、廣告色彩 18
一、不同色彩之情緒喚起 18
二、黑白與彩色色調之廣告呈現 20
三、小結 21
第四節、解釋水平理論 22
一、解釋水平之社會距離 25
二、解釋水平之假設性距離 26
三、影響高低解釋水平的其他因素 28
四、小結 30
第五節、心理模擬 32
一、心理模擬相關之消費者研究 32
二、解釋水平與心理模擬 34
三、小結 35
第六節、適配性 37
一、解釋水平之適配性觀點 37
二、小結 38
第七節、處理流暢性 40
一、影響處理流暢性之因素 40
二、小結 41
第三章、研究假說 42
第一節、假說推論 42
一、不同類型的運動廣告代言人與廣告效果 42
二、心理模擬與不同類型運動代言人之適配效果 43
三、運動廣告代言人與廣告色調之適配效果 45
四、平面運動廣告代言人、廣告色調與心理模擬間之適配效果 46
五、運動廣告代言人、心理模擬與色調間對廣告效果間之作用機制 48
六、不同背景之運動素人代言人與廣告效果 49
七、運動素人之人際相似性與心理模擬之適配效果 51
八、運動素人代言人與心理模擬對廣告效果間之作用機制 52
第四章、研究方法與架構 54
第一節、實驗一 54
一、實驗前測 55
二、樣本與實驗設計 60
三、實驗刺激與程序 61
四、變數衡量 63
第二節、實驗二 67
一、實驗前測 67
二、樣本與實驗設計 69
三、實驗刺激與程序 70
四、變數衡量 71
第五章、研究結果 74
第一節、實驗一之分析結果 74
一、研究樣本組成 74
二、變數平均值、標準差及量表信度分析 75
三、受測者性別之影響因素探討 76
四、操弄性檢定 77
五、假說驗證 79
六、討論 98
第二節、實驗二之分析結果 100
一、研究樣本組成 100
二、變數平均值、標準差及量表信度分析 101
三、受測者性別之影響因素探討 102
四、操弄性檢定 103
五、假說驗證 105
六、討論 116
第六章、結論與建議 118
第一節、主要研究發現與討論 118
第二節、理論意涵 123
第三節、實務意涵 125
第四節、研究限制與未來研究方向 127
參考文獻 129
附錄一、前測問卷 141
附錄二、正式實驗問卷 149

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