在性訴求廣告之領域中，先前研究已經對於各項變數有所著墨，然而在性訴
求廣告效果的優劣下，仍然存在許多尚待解決的疑問。本研究以性訴求廣告相關
的研究發現為基礎，首先界訂了性訴求廣告類型可分為外顯性訴求以及內隱性訴
求兩種，再加上廣告中產品是否與性相關，試圖了解不同性訴求廣告版本在搭配
不同類別產品時，其廣告效果是否有顯著差異，並延伸動機領域中的刺激尋求動
機的相關研究發現，於本研究中導入刺激尋求動機個人特質為變數，觀察其對性
訴求廣告效果的影響。
本研究以實驗設計法進行，操弄性訴求廣告類型（無性訴求vs.外顯性訴求
vs.內隱性訴求）與產品類別（產品與性相關vs.產品與性無關）兩個自變數，為
3X3 雙因子設計，輔以加入對消費者刺激尋求動機的測量，並透過虛設的性訴求
廣告建立九種不同的實驗情境，觀察消費者在不同情境下對性訴求廣告展現的購
買意圖與對品牌的態度。
研究結果指出，當產品與性有關時，性訴求廣告的運用效果來的較佳，但是
若將產品類別與廣告類型同時考量則出現不同結果。當性訴求廣告中廣告類型外
顯時，搭配與性相關的產品會獲得較佳的廣告效果，然後在使用內隱性訴求時，
搭配與性無關的產品在廣告效果上則未有顯著差異，此結果顯示產品類別與廣告
類型存在交互作用的影響。同時加入了刺激尋求動機人格特質，發現對刺激尋求
動機高者而言，在性訴求廣告中當產品與性相關時，使用外顯性訴求會得到較佳
的廣告效果；相反地，對刺激尋求動機中者而言，當性訴求廣告中產品與性無關
時，使用內隱性訴求廣告會得到較佳的廣告效果。根據此結果，企業在設計性訴
求廣告的廣告方案時，除了自身推廣之產品類別，也需考量目標消費者的刺激尋
求動機程度，輔以搭配使用內隱或外顯版本的性訴求廣告，以得到較佳的廣告效
果。

Although recent studies have begun to examine potential factors that might
affect sexual appeals effectiveness, many questions remain unexplored. Based on
previous studies relevant to sexual appeals, this study firstly distinguishes and
explores two types of sexual appeals: implicit and explicit. Furthermore, this study
compares the effects of two types of sexual appeals when product types are
considered. In addition, sensation seeking is also incorporated into this research to
examine how it may sway the effectiveness of the sexual appeals.
The present study uses experimental design to investigate the advertising effects
of different types of sexual appeals (non-sexual appeal vs. explicit appeal vs. implicit
appeal) and product type (sex-related vs.non sex-related). A 3X3 factorial design is
conducted. The ad effects are measured by purchase intention and attitude toward the
brand to observe the response under different scenarios.
The results indicate that when a sex-related product is promoted, sexual appeals
are more effective than non-sexual appeals. There is an interaction effect between
sexual appeal and product type. To be specific, the explicit sexual appeal is more
effective than the implicit sexual appeal when a sex-related product is promoted.
However, such superior effects disappear as it turns to non sex-related product
promotion. Additionally, for individuals with higher sensation seeking, the explicit
sexual appeal is more effective than the implicit sexual appeal when the product is
related to sex. On the opposite, for those with median degree of sensation seeking, the
implicit appeal is more effective than the explicit appeal to promote the product which
is not sex-related. Finally, for those with low degree of sensation seeking, there is no
difference in advertising effectiveness between explicit and implicit appeal.
According to these findings, this study suggests that marketers should consider not
only the product they promote but also the sensation seeking of the target consumers
before choosing an appropriate sexual appeal to maximize the advertising effects.

目 錄
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 ----------------------------------------------- 2
第四節 研究目的與問題 ----------------------------------------- 5
第五節 論文架構與研究流程 ------------------------------------- 6
第二章 文獻探討
第一節 前言 --------------------------------------------------- 8
第二節 性訴求廣告的意義 --------------------------------------- 8
第三節 性訴求廣告之廣告效果 ----------------------------------- 9
第四節 性訴求廣告的類型 -------------------------------------- 10
第五節 產品類別對性訴求廣告效果的影響 ------------------------ 12
第六節 刺激尋求動機個人特質及其應用 -------------------------- 14
第七節 小結 -------------------------------------------------- 18
第三章 研究設計與方法 ------------------------------------------ 19
第一節 前言 -------------------------------------------------- 19
第二節 研究假設與架構 ---------------------------------------- 19
一、 性訴求廣告類型之操作型定義 ---------------------------- 19
二、 產品類別對性訴求廣告效果的影響 ------------------------ 20
三、 刺激尋求動機人格特質對性訴求廣告效果的影響 ------------ 21
四、 性訴求廣告類型與產品類別的交互作用對廣告效果的影響 ---- 21
五、 廣告類型、產品類別與刺激尋求動機對廣告效果的影響 ------ 22
第三節 前測 -------------------------------------------------- 24
第四節 研究變數的操作型定義與衡量 ---------------------------- 25
一、 自變數 ------------------------------------------------ 25
二、 依變數 ------------------------------------------------ 33
三、 個人差異變數 ------------------------------------------ 34
第五節 研究設計 ---------------------------------------------- 34
一、 問卷題項設計 ------------------------------------------ 35
二、 抽樣方法 ---------------------------------------------- 36
第六節 小結 -------------------------------------------------- 36
第四章 研究結果分析 -------------------------------------------- 37
第一節 前言 ---------------------------------------------------- 37
第二節 樣本背景資料 -------------------------------------------- 37
第三節 信度分析 ------------------------------------------------ 38
第四節 研究設計之檢驗 ------------------------------------------ 38
一、 產品是否與性相關之確認 ---------------------------------- 38
二、 廣告訴求版本之操弄確認 ---------------------------------- 39
三、 刺激尋求動機量表因子分析 -------------------------------- 40
四、 潛在共變數檢定 ------------------------------------------ 40
第五節 研究假設之檢驗 ------------------------------------------ 41
一、 以品牌態度為依變數進行研究假設驗證 ---------------------- 44
二、 以購買意圖為依變數進行研究假設驗證 ---------------------- 48
第六節 小結 ---------------------------------------------------- 54
第五章 結論與建議 ---------------------------------------------- 55
第一節 前言 ---------------------------------------------------- 55
第二節 研究結果討論 -------------------------------------------- 55
第三節 研究貢獻 ------------------------------------------------ 59
一、 理論貢獻 ------------------------------------------------ 59
二、 實務貢獻 ------------------------------------------------ 60
第四節 研究限制 ------------------------------------------------ 61
一、 內隱性訴求廣告 ------------------------------------------ 61
二、 以大學生為樣本的便利抽樣 -------------------------------- 61
三、 實驗設計法----------------------------------------------- 62
第五節 未來研究建議 -------------------------------------------- 62
一、 增加開放式的問題 ---------------------------------------- 62
二、 產品類別的影響 ------------------------------------------ 62
三、 刺激尋求動機程度的影響 ---------------------------------- 63
第六節 小結 ---------------------------------------------------- 63
參考文獻 ------------------------------------------------------- 65
附錄一 前測問卷 ------------------------------------------------ 71
附錄二 正式問卷 ------------------------------------------------ 83

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