消費者不同族群及性別角色特質對性吸引力廣告態度
之干擾影響研究

在快速變遷的環境思維下，廣告行銷人員對於行銷手法必須時時接受新資訊，並且創造出許多新奇有吸引力的體驗廣告，才足以引起消費者之青睞。其中用性吸引力訴求的廣告逐漸普遍化，但是這樣的廣告能有效刺激消費者的購買慾望嗎？性吸引力的廣告效果與消費者性別角色特質是否有關?與消費者身處母系社會或父系社會的文化特質是否有關? 本文針對不同族群消費者（原住民與非原住民學生）與性別角色特質，對於性吸引力廣告所引發之消費行為的探討與分析，研究結果顯示：消費者對無性吸引力廣告的廣告態度顯著大於性吸引力廣告，種族、男性性別特質與女性性別特質，均為性吸引力廣告的干擾變項，男性性別特質與女性性別特質高時，及非原住民消費者，對無性吸引力廣告的廣告態度，顯著大於性吸引力廣告。

關鍵字

性別角色特質、性吸引力廣告、廣告態度、知覺價格、購買意願

並列摘要

The advertisement makers should accept new information and create novel or attractive experience advertisements to attract consumers’ attentions in the rapid change environments. The sexual attractive advertisements are popular than ever. But could the sexual attractive advertisements stimulate purchase intention of consumer effectively? Were the advertising effects of sexual attractive advertisements with relations to gender traits of consumers? Did the advertising effects relate to consumers’ cultural traits about growing in matrilineal or patrilineal society? The study discussed and analyzed the moderating effects on consumers’ gender traits and ethnic groups to sexual attractive advertisements attitude. The results show: consumers’ advertisement attitude for the non-sexual attractive advertisements is significantly greater than sexual attractive advertisements. Ethnic groups, male and female gender traits were proved to be moderators in the study. The higher tendency of male and female gender traits, the more positive consumers’ attitude for the non-sexual attractive advertisements exist. Non-aboriginal consumers’ advertisements attitude for the non-sexual attractive advertisements is significantly greater than attitude for sexual attractive advertisements. Aboriginal consumers’ advertisements attitude was not different between the non-sexual attractive advertisements and sexual attractive advertisements.