基於人們天性喜愛美麗的人事物，廣告主偏愛邀請俊男美女來為產品做背書或代言，藉此來提升消費者對廣告的好感度，在外表吸引力的研究中，即稱之為「美即是好的刻板印象」。過去文獻主要在探討廣告模特兒外表吸引力對顧客看法與廣告說服力的影響。但是，服務與產品的不同之處在於其高度的無形性以及與顧客的高度互動性。因此，在本研究中以服務者外表吸引力為主題，欲進一步了解外表吸引力對服務廣告效果的影響。
本研究以實驗設計法進行，操弄服務者外表吸引力(高度外表吸引力vs.適度外表吸引力)、服務者與顧客性別異同(性別相同vs.性別相異)與服務類型(搜尋服務vs.體驗服務)三個變數，為2x2x2三因子設計，透過虛設的服務廣告建立八種不同的實驗情境，觀察消費者在不同情境下對廣告態度與購買意圖的回應。
研究結果顯示，高度外表吸引力服務者的廣告效果並沒有較適度外表吸引力者佳。在搜尋服務廣告中，不論服務者與顧客性別相同或相異，高度與適度外表吸引力服務者的廣告效果無顯著差異；在體驗服務廣告中，當服務者與顧客性別相同時，適度外表吸引力服務者的廣告效果較高度外表吸引力服務者更佳。根據以上結果，企業或行銷人員在設計服務廣告時，除了要考量與不同服務類型的配適性，也需要針對目標顧客的性別差異做適當的搭配，才能產生更好的廣告效果。

According to human nature of having a taste for beauty, advertisers heavily rely on physical attractive male and female models as the product spokespersons to enhance consumers’ liking of the ad, and this is so-called “What-is-beautiful-is-good stereotype.” Previous research focuses on the impact of physical attractiveness of models on consumer perceptions and advertising persuasion. However, service is different from products due to the high intangibility and interaction with consumers. Therefore, this research takes one step forward to examine how a service provider’s physical attractiveness influences advertising persuasion.
The present study uses experimental design to investigate the advertising effects of service provider’s physical attractiveness (high vs. moderate), gender congruence between service provider and customer (congruent gender vs. incongruent gender), and type of service (search service vs. experience service). Thus, 2x2x2 factorial design is conducted. The ad effects are measured by attitudes toward the ad and purchase intention toward the ad to observe the responses under eight different and fictitious scenarios.
The results indicate that, a highly attractive service provider is not necessarily more effective than a moderately attractive one. When promoting a service with search attributes, either gender congruence between service provider and consumer or service provider’s physical attractiveness matters in advertising persuasion. When promoting a service with experience attributes, a moderately attractive service provider is more effective than a highly attractive one in the condition of the same gender between provider and consumer. The findings suggest that companies and marketers should take account of not only the match-up of service attributes and physical attractiveness but also the target customer gender to enhance their advertising persuasion.

論文審定書 i
誌謝辭 ii
中文摘要 iii
英文摘要 iv
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 4
第四節 研究目的與問題6
第五節 論文架構與研究流程 6
第二章 文獻回顧 9
第一節 前言 9
第二節 服務廣告概述 9
第三節 外表吸引力的效果 10
一、 外表吸引力對廣告效果的正面影響 10
二、外表吸引力對廣告效果的負面影響 14
第四節 服務提供者與顧客性別的異同 17
第五節 服務類型 18
第六節 小結 20
第三章 研究設計與方法 21
第一節 前言 21
第二節 研究架構與假設 21
一、服務者外表吸引力、服務者和顧客性別異同與搜尋服務
對廣告效果的影響 21
二、 服務者外表吸引力、服務者和顧客性別異同與體驗服務
對廣告效果的影響 22
第三節 前測 25
一、前測問卷設計 25
二、前測結果 26
第四節 研究變數的操作型定義與衡量 30
一、自變數30
(一) 服務者外表吸引力: 高度外表吸引力 v.s. 適度外表吸引力 30
(二) 服務類型: 搜尋服務 vs. 體驗服務 31
(三) 服務者與顧客性別異同關係: 相同性別 vs. 相異性別 31
二、依變數 33
(一) 廣告認知態度 33
(二) 廣告情感態度 33
(三) 行為意圖 34
三、 中介變數 34
四、個人差異變數36
第五節 研究設計 36
一、正式問卷題項設計 36
二、抽樣方法 37
第六節 小結38
第四章 39
第一節 前言 39
第二節 樣本背景資料 39
第三節 依變數題組因素分析 40
第四節 信度分析 41
第五節 研究設計之檢驗 42
一、 服務類別操弄確認 42
二、 服務者外表吸引力操弄確認 42
三、 社會比較傾向與負面情感 43
四、 服務提供者的知覺專業度 44
五、 服務提供者的猜測年齡 45
六 、開放性問題 46
七、潛在共變數檢定 47
第六節 研究假設之檢驗 47
一、以廣告態度為依變數進行研究假設檢驗 49
二、以購買意圖為依變數進行研究假設檢驗 51
三、社會比較情感的中介效果對廣告效果之影響 54
四、以受測者性別對三維交互作用的影響 55
第七節 小結 58
第五章 59
第一節 前言 59
第二節 研究結果與討論 59
第三節 研究貢獻 62
一、理論貢獻 62
二、實務貢獻 63
第四節 研究限制 64
一、 服務選擇的限制 64
二、 服務者外表吸引力效果使樣本年齡受到限制 64
三、實驗設計方法 65
第五節 未來研究建議 65
一、 考量其他與服務業有關的重要依變數 65
二、 外表吸引力的分類方式 66
三、從平面服務廣告延伸到實際服務情境66
四、服務類型的選擇 66
第六節 小結 67
參考文獻 68
附錄一 77
附錄二 81

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