大量過去的研究表明，廣告模特兒的笑容是影響消費者正向態度與行為意向的重要因素。但也有研究表明，在廣告中使用笑容會造成反效果。本研究以過去相關研究做為基礎，探討在社會行銷廣告中的廣告中模特兒笑容有無、廣告中的主語稱謂及堅定語言的不同對於廣告效果的影響，並進一步的討論知覺流暢性是否為其背後中介機制。

本研究以實驗設計法進行，操弄廣告模特兒的笑容有無(有笑容 vs. 沒笑容)、廣告中的主語稱謂(你 vs. 我們)及堅定語言(堅定 vs. 非堅定)等三個自變數，為2x2x2的三因子設計，建立起8個不同的情境，使用禁菸廣告與洗手廣告，透過兩個實驗來探討上述三個自變數對於廣告效果(廣告態度、行為意向)產生的交互作用與其背後的中介機制。

實驗結果顯示，在社會行銷廣告使用堅定語言且使用「你」做為廣告主語稱謂時，相較於使用模特兒有笑容的照片，使用模特兒無笑容的照片有較佳的廣告效果；而當社會行銷廣告使用非堅定語言且使用「我們」做為廣告主語稱謂時，相較於使用模特兒無笑容的照片，使用模特兒有笑容的照片有較佳的廣告效果。此外，結果也證實知覺流暢性是廣告人模特兒的笑容及廣告中的主語稱謂、語言型態之於廣告效果影響背後的中介機制。

Previous research suggests that a model’s smile in advertising positively affects consumer attitudes and behavioral intention. However, some research indicates that smile may cause boomerang effects. The current research examines when a smile works in social marketing with pronoun use and assertive language being considered as boundary conditions. This research proposes that perceptual fluency serves as the underlying mechanism behind the interaction effects of smile, pronoun use and assertive language.
A 2 (model’s smile: smile vs. no smile) x 2 (pronoun use: you vs. we (us)) x2 (assertive language: assertive vs. non-assertive) between-subjects is conducted to test the hypotheses. Anti-smoking and hand washing promotion are chosen as test contexts in Studies 1 and 2. Advertising attitudes and behavioral intention are used as the dependent variables for advertising effectiveness.
The results show that a model without a smile in social marketing advertisement is more effective than the same model with a smile when “you” as the pronoun and assertive language are used. On the other hand, a model’s smile becomes more effective (vs. without smile) when the “we (us)” as the pronoun and non-assertive language are used. Furthermore, the results confirm that perceptual fluency is the underlying mechanism behind the interaction effects of smile, pronoun use and assertive language.

論文審定書.......... i
論文全文使用權限.......... ii
誌謝.......... iii
摘要.......... iv
Abstract ..........v
目錄 ..........vi
圖次 ..........ix
表次 ..........x
第一章 緒論..........1
第一節 前言..........1
第二節 研究背景..........1
第三節 研究動機..........3
第四節 研究目的與問題..........5
第五節 研究架構及流程..........6
第二章 文獻探討..........8
第一節 前言..........8
第二節 笑容之相關研究..........8
第三節 廣告中的語言使用..........12
一、廣告中的稱謂..........13
二、廣告中的堅定語言..........14
第四節 處理流暢性之相關研究..........16
第五節 小結..........17
第三章 研究設計與方法..........18
第一節 前言..........18
第二節 研究假說與架構..........18
第三節 實驗建立與小結..........23
第四章 實驗一設計與分析..........25
第一節 前言..........25
第二節 操作型定義及測量指標..........25
一、自變數..........25
二、依變數..........28
三、人口統計變數..........28
第三節 實驗樣本與流程說明..........28
一、問卷題項設計..........28
二、抽樣方法..........29
第四節 實驗結果分析..........29
一、樣本資料背景分析..........29
二、信度分析..........31
三、實驗設計之操弄..........31
四、研究假設之檢驗..........33
第五節 小結..........37
第五章 實驗二設計與分析..........38
第一節 前言..........38
第二節 操作型定義及測量指標..........38
一、自變數..........38
二、依變數..........41
三、中介變數..........41
四、人口統計變數..........42
第三節 實驗樣本與流程說明..........42
一、問卷題項設計..........42
二、抽樣方法..........43
第四節 實驗結果分析..........43
一、樣本資料背景分析..........43
二、信度分析..........44
三、實驗設計之操弄..........45
四、研究假設之檢驗..........47
第五節 小結..........57
第六章 結論與建議..........58
第一節 前言..........58
第二節 研究結果討論..........58
第三節 研究貢獻..........60
第四節 研究限制..........62
第五節 未來研究與建議..........62
第六節 小結..........63
參考文獻..........64
附錄一：實驗一問卷 1 (有笑容x「我們」x非堅定語言)..........75
附錄一：實驗一問卷 2(有笑容x「我們」x堅定語言)..........78
附錄一：實驗一問卷 3(有笑容x「你」x非堅定語言)..........81
附錄一：實驗一問卷 4(有笑容x「你」x堅定語言) ..........84
附錄一：實驗一問卷 5(無笑容x「我們」x非堅定語言) ..........87
附錄一：實驗一問卷 6(無笑容x「我們」x堅定語言)..........90
附錄一：實驗一問卷 7(無笑容x「你」x非堅定語言)..........93
附錄一：實驗一問卷 8(無笑容x「你」x堅定語言) ..........96
附錄二：實驗二問卷 1 (有笑容x「我們」x非堅定語言)..........99
附錄二：實驗二問卷 2(有笑容x「我們」x堅定語言)..........103
附錄二：實驗二問卷 3(有笑容x「你」x非堅定語言)..........107
附錄二：實驗二問卷 4(有笑容x「你」x堅定語言) ..........111
附錄二：實驗二問卷 5(無笑容x「我們」x非堅定語言) ..........115
附錄二：實驗二問卷 6(無笑容x「我們」x堅定語言)..........119
附錄二：實驗二問卷 7(無笑容x「你」x非堅定語言)..........123
附錄二：實驗二問卷 8(無笑容x「你」x堅定語言) ..........127

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