影響性訴求廣告效果之前置變數及干擾變數研究

網路世代人際關係疏離，相關研究顯示：年輕人的觀點變得膚淺及物質化。因為物質主義抬頭，許多女性追求外貌身材修飾，不認為女性暴露身材廣告是被男性物化的結果，許多廣告商也多以性訴求作為廣告鋪陳重點。所以本研究擬以廣告中滲入性訴求內容，是否能提高廣告態度、知覺價值及購買意願為探討主軸，並以消費者的物質主義傾向、性別刻板印象及產品類別為干擾變數進行檢測，以提供廣告設計業者更有效的廣告策略方向。本研究採問卷調查法及實驗設計法同時進行施測，問卷內容包含物質主義傾向、性別刻板印象及廣告效果三種構面。另外針對產品及廣告類別共設計2（功能品及娛樂品）×2（性訴求廣告及非性訴求廣告）＝4種實驗，檢測 (1)性訴求廣告是否有助於提升廣告效果(2)消費者物質主義傾向是否會干擾性吸引力廣告的效果(3)消費者性別刻板印象是否會干擾性吸引力廣告的效果(4)商品類別是否會干擾性吸引力廣告的效果。本研究發現：物質傾向、性別刻板印象對性訴求廣告的購買行為沒有影響，但享樂品確實能因性訴求廣告的內容而吸引更多消費者的目光，顯示享樂品採用性訴求廣告在視覺上對消費者雖有吸睛效果，但是卻對享樂品的知覺價值及購買意願沒有影響，”吸睛≠吸金” ，廣告商對性訴求廣告吸金效果迷思是虛幻的。

關鍵字

物質主義；性別刻板印象；性訴求廣告

並列摘要

Interpersonal relationships in the cyber age appear estranged. Related researches show that the younger people's point of view becomes shallow and materialistic. The rise of materialism, causes many women in the pursuit of outer appearance lift-up and body shaping, which makes them do not think that overexposure of female body in advertisements is a result of being materialized by men. There are also quite many advertisers lay much focuses on sex appeal in advertising. Therefore, in this study, is mainly to explore whether sex appeal in advertising do help to lift consumer advertising attitude, perceived value and purchase intention. Furthermore, in this study, uses the consumer materialism tendency, the gender stereotype and the product category as moderating variables, which help provide advertisers and design services a more effective advertising strategic guideline. For facilitating the field test, in this study adopts the questionnaire survey method and the experimental design method at the same time. The questionnaire includes three different approaches: materialism tendency, gender stereotype and advertisement effects. In addition, for the product category and the advertising classification, an equation was proposed: 2 (the functional product and entertainment product) ×2(sex appeal advertising and non-sex appeal advertising) = 4(experiments) In order to test whether: (1) sex appeal in advertising can help to strengthen the advertisement effects. (2) consumer materialism tendency can interfere with and low down effect from sexual attraction advertising. (3) consumer gender stereotype can interfere with and low down effect from sexual attraction advertising. (4) product category can interfere with effect from sexual attraction advertising. In this study finds that materialism tendency and gender stereotype cannot effect on the consumer buying behavior, whereas, the hedonicproducts can effectively attract much visual attention from consumers by using sex appeal approach in advertising.Which also shows that though the hedonic products can effectively attract much visual attention from consumers by using sex appeal in advertising, however, that still cannot effect on consumers’ perceived value and their purchase intentions ("the eyeballs do not equal to cash"). It is an unreal myth for advertisers who use sex appeal in advertising for bring in more money.