以SOR理論探討線上美妝品報導式廣告訴求對消費者購買意圖之影響

在資訊爆炸的時代下，隨時隨地都有新資訊「造訪」消費者的手機或電腦，因此，廣告訊息要如何抓住人們的注意力，便成為廣告主在進行媒體操作時關注的首要議題。根據過往的研究結果，消費者會選擇性忽略廣告訊息，其中，以「報導」形式呈現、實則為「廣告訊息」的報導式廣告對於對於消費者而言具有較高的說服力。故本研究以SOR模型（Stimulus-Organism-Response）作為研究架構，探討消費者在接觸到線上報導式廣告（Advertorial）後，其內在情緒狀態會產生何種變化，進而影響到其購買意圖。本研究選擇「ELLE Taiwan」雜誌網站平台於2019年6月至2020年6月間所發布的粉底液產品文章作為報導式廣告來源，並挑選出3組共6則採用不同廣告訴求的報導式廣告（3篇理性訴求、3篇感性訴求）進行前測。正式問卷則根據前測結果以組別二的兩篇報導式廣告（1篇理性訴求、1篇感性訴求）為實測素材，並以24歲至38歲之間的Y世代女性為研究對象，採取便利抽樣在Facebook、PTT、Dcard等網路平台發布435份問卷，其中有效問卷共437份。研究結果顯示：(1)理性訴求及感性訴求的報導式廣告均能有效引起消費者的支配/控制感；(2)理性訴求及感性訴求的報導式廣告中，消費者的支配/控制感會顯著且正向的影響活力喚醒、顯著且負向的影響緊張喚醒；(3)理性訴求的報導式廣告中，活力喚醒對愉悅具有顯著的正向影響、緊張喚醒則對愉悅具有負向的影響；感性訴求的報導式廣告中，活力喚醒對愉悅具有顯著的正向影響、緊張喚醒則對愉悅不具有顯著的影響力；(4)理性訴求及感性訴求的報導式廣告中，愉悅對於消費者的購買意圖具有顯著的正向影響；(5)採用理性訴求的報導式廣告對消費者的愉悅及購買意圖具有較高的影響。由本研究的各項數據可得知，若報導式廣告能提升消費者的支配/控制感、提高對產品的認知，則對消費者的愉悅感有正向的影響，能讓消費者產生較高的購買意圖。

關鍵字

報導式廣告； SOR模型；廣告訴求； PAD模型；購買意圖

並列摘要

In the age of information overload, numerous new information will pop up into consumers’ cell phone or computer everyday and everywhere. Therefore, how to capture people's attention with advertising messages has become the primary issue when advertisers are conducting marketing campaigns. According to the past advertising effect researches, consumers will selectively ignore advertising messages. Consequecely, conbining editorial and advertisement, the advertorial is more persuasive to consumers. Based on the literature review, this research applies the SOR model (Stimulus-Organism-Response) as the main research framework to explore how consumer’ emotional status will verify after receiving the online advertorials and accordingly affect their purchase intention. In this study, the online makeup advertorials which were published on "ELLE Taiwan" website between June 2019 to June 2020 were reviewed and finally selected 6 advertorials, including 3 with rational appeal and 3 with emotional appeal, to conduct the pre-test. The formal questionnaire is based on the pre-test results with two advertorials (one rational and one emotional) as the measured materials. The targeted audience of this research is focusing on Y generation women whose age is between 24 and 38. This study collected 435 questionnaires by convenience sampling on online platforms such as Facebook, PTT, and Dcard, of which 437 questionnaires were valid. The results of the research show that: (1) Both rational and emotional appeals can effectively arouse consumers’ dominance/control; (2) In both rational and emotional advertorials, consumers’ dominance/control will have a significantly positive influence on energetic arousal; their dominance/control will significantly negatively impact on tense arousal; (3) In the model of rational advertorial, the energetic arousal has a significantly positive influence on pleasure and the tense arousal has a significantly negatively impact on pleasure; on the other hand, in the model of emotional advertorial, the energetic arousal has a significantly positive impact on pleasure, but the tense arousal has no significant influence on pleasure; (4) In both rational and emotional advertorial models, the pleasure has a significantly positive influence on consumers’ purchase intention; (5) The advertorials with rational appeal can bring about a higher effect on consumers’ pleasure and purchase intention. According to the results of this research, if advertorials can enhense consumers' control/control and raise product awareness, this kind of marketing tool will have a positive effect on consumer’s pleasure. Eventually, the fine-tuned advertorials will cause higher purchase intention.