社群媒體使用人口及頻率創造出驚人的曝光量，無疑對廣告商產生莫大吸引力，逐漸成為企業投資的重點，因此如何擬定一個具有說服力的廣告訊息至關重要，過往少有研究基於社群媒體，了解訊息訴求如何提高廣告有效性。此外，現今廣告商面臨大量廣告格式的投放選擇，限時動態象徵著一種短暫性內容，是近期媒體做得最為突出的一項功能，而這種具有時間距離的廣告格式在現行研究中並未有太多的探討。
本研究以解釋水平理論(Construal Level Theory)為基礎，探討社群媒體廣告相關設計引起的心理距離如何影響人們對於訴求之偏好及廣告效果，採用2（訊息訴求：屬性訴求／利益訴求）× 2（廣告格式：限時動態廣告／動態消息廣告）× 2（圖片距離：近照／遠照）× 2（產品類型：搜尋品／經驗品）因子設計，於手機裝置上模擬社群媒體廣告以進行實驗。
研究結果顯示，圖片距離及產品類型影響人們對於訊息訴求之選擇偏好，當心理距離近時，強調產品具體特性的屬性訴求有較佳的廣告效果；當心理距離遠時，強調於使用產品帶來好處的利益訴求則有較佳的廣告效果。另外，廣告格式雖不足以影響人們對於訊息訴求之偏好，但在時間感受上確實存在差異，替未來研究提供一種新見解及方向。

The huge amount of exposure created from the popularity and frequency of social media has undoubtedly attracted advertisers and corporate investment. How to design persuasive advertising messages is an important research issue. Few studies in the past have investigated how message appeals and other factors affect advertising effectiveness. Advertisers have many alternatives to design their advertisement. Different design often creates different perception of the message receiver in social media. One factor that is less studied is whether certain design may affect the perceived psychological distance with the receiver.
In this study, we adopt the construal level theory to examine how the psychological distance caused by the design of social media advertising affects the receivers’ preferences of message appeals and the resulting advertising effectiveness. A four factorial experiment was designed to collect data for evaluating our research model: two (Message appeal: attribute-based appeals vs. benefit-based appeals) by two (Ad format: Stories Ads vs. News Feed Ads) by two (Picture distance: close vs. far) by two (Product type: search product vs. experience product).
The results show that picture distance and product type affected preference of message appeals. When the psychological distance is close, the attribute-based appeals that emphasize the specific characteristics of the product had a better advertising effectiveness; when the psychological distance is far, the benefit-based appeals that emphasize the benefits of using the product had a better advertising effectiveness. In addition, Advertising formats affected the perception of temporal distance, but did not affect receivers’ preference.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第二章 文獻探討 6
第一節 解釋水平理論 6
第二節 訊息訴求 12
第三節 廣告格式 13
第四節 搜尋品與經驗品 18
第五節 廣告效果 20
第三章 研究方法 23
第一節 研究架構與假說 23
第二節 樣本與實驗設計 28
第三節 實驗刺激與前測 29
第四節 正式實驗程序 34
第五節 操作型定義及衡量 36
第四章 資料統計與分析 38
第一節 樣本統計 38
第二節 信效度檢定 39
第三節 操弄變數檢定 41
第四節 變異數分析 43
第五節 研究假設檢定 54
第五章 結論與建議 56
第一節 研究發現 56
第二節 研究貢獻與管理意涵 58
第三節 研究限制與未來貢獻 59
參考文獻 60
附錄一 前測一問卷 69
附錄二 前測二問卷 71
附錄三 情境動態 76
附錄四 正式實驗刺激物 77
附錄五 正式實驗問卷 81

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