代言人面部表情影響廣告說服效果。基於來源表情展示假說（source expressive display hypothesis）的近期研究發現，相較於面頰放鬆無表情，影歌星名人代言人面帶笑容有較佳廣告效果，專業形象的代言人是否也是如此呢？本研究操弄專家代言人面部表情（面帶笑容vs.面頰放鬆無表情），探討專家代言人臉部表情對廣告效果的影響，討論愉悅開心正面情緒傳染與認知的雙重作用機制。除了彌補過去代言人面部表情有關文獻甚少討論專家角色之不足，且添加溫暖認知與專業能力認知的效果討論，並分別在產品面、接收者面與廣告訊息面，測試代言人與產品適配度、消費者產品涉入程度、訊息調節焦點的可能干擾效果。
本研究採實驗設計法，以二個實驗驗證六項假說。實驗一為2（專家代言人面部表情：微笑vs.面頰放鬆無表情）x 2（代言人與產品適配度：高vs.低）之受測者間實驗設計，產品涉入程度透過量表衡量；實驗二為2（專家代言人面部表情：微笑vs.面頰放鬆無表情）x 2（訊息調節焦點：促進焦點vs.預防焦點）之受測者間實驗設計。研究結果發現，相較於面頰平淡放鬆無表情，專家代言人面帶笑容表情引發強烈的愉悅情緒、溫暖認知與專業能力認知，有較佳廣告說服效果。認知（溫暖認知與專業能力認知）作為專家代言人面部表情對廣告效果的中介機制。在產品面，相較於低適配組合，專家代言人與產品具高適配度，專家代言人傳遞的專業形象和產品特質一致，會強化面部表情對專業能力認知，並提升廣告說服效果。就接收者與廣告訊息而論，代言人與產品具高適配度的情境下，消費者產品涉入度與訊息調節焦點兩者皆不會干擾專家代言人面部表情對廣告效果。預防焦點訊息正向影響專業能力認知與廣告說服效果。

The endorser’s facial expression plays an important role in advertising persuasive effect. Drawing from source expressive display hypothesis, recent researches suggest that smiling faces enhance the persuasive effect of celebrity endorsers. However, do smiling faces also enhance the expert endorsers’ persuasive effect？This experimental study attempts to explore the advertising effect of expert endorser facial expression. The facial expression of the expert source (smiling vs. resting face) is manipulated within endorsement context. This study also discusses consumer emotional pleasure and perceived warmth as well as perceived professional competence of expert endorsers trigger by the expert source facial expression. In addition, the product-endorser fit, consumer product involvement, and message regulatory focus are investigated as the moderating factors.
There are two studies to verify six hypothesise. Study 1 conduct a 2 (expert source expressive display: smiling vs. resting face) x 2 (product-endorser fit: good fit vs. poor fit) between-subject factorical experiment. Product involvemented was measured. Study 2 conduct a 2 (expert source expressive display: smiling vs. resting face) x 2 (message regulatory focus: promotion-focused vs. prevention-focused) between-subject factorical experiment. Results demonstrate that, compared to a resting face, when an expert endorser is pictured in an advertisement with a smiling face, consumers feel more pleasant, and the endorser is perceived warmer and more professional competent. The perceived warmth and professional competence mediate the replationship between source expressive display and attitude toward the advertisement, attitude toward the brand, and purchase intention. Considering the advertising products, a good fit (vs. poor fit) between the expert endorser’s profession and the endorsed product would strengthen the positive impact of an expert’s smiling face on perceived professional competence and attitudinal responses. Regarding the receiver and the advertising message, when there is the perceived match between the endorser and product, consumer product involvement and message regulatory focus did not moderate the expert’s facial expression effect. The prevention-focused (vs. promotion-focused) message has a direct and positive effect on perceived professional competence and advertising persuasive effect.

論文審定書 i
摘要 iii
Abstract iv
目錄 vi
圖次 ix
表次 x
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 6
第四節 研究目的與問題 10
第五節 研究流程 11
第二章 文獻探討 13
第一節 專家代言人的廣告效果 13
第二節 代言人面部表情 17
一、 來源表情展示假說 17
二、 笑容 19
三、 面頰肌放鬆無表情的中性面孔 25
四、 專業能力認知 27
第三節 代言人與產品適配度 28
第四節 消費者產品涉入度 30
第五節 訊息調節焦點 32
第三章 研究架構與假說推論 35
第一節 研究架構 35
第二節 研究假設 36
一、 專家代言人面帶微笑與面頰放鬆無表情的廣告說服效果 36
二、 代言人與產品適配度的干擾 38
三、 消費者產品涉入程度的干擾 40
四、 訊息調節焦點的干擾 42
第四章 研究方法 44
第一節 實驗一 45
一、 實驗前測 46
二、 樣本與實驗設計 54
三、 實驗刺激與程序 56
四、 變數衡量 59
第二節 實驗二 67
一、 樣本與實驗設計 67
二、 實驗刺激與程序 68
三、 變數衡量 71
第五章 研究結果 73
第一節 實驗一之分析結果 73
一、 研究樣本組成 74
二、 隨機性檢驗 75
三、 變數平均值、標準差及量表信度分析 78
四、 研究變數之操弄檢定與控制變數之檢定 80
五、 假說檢定結果 84
六、 討論 108
第二節 實驗二之分析結果 116
一、 研究樣本組成 117
二、 隨機性檢驗 118
三、 變數平均值、標準差及量表信度分析 122
四、 研究變數之操弄檢定與控制變數之檢定 123
五、 假說檢定結果 126
六、 討論 138
第六章 結論與建議 142
第一節 主要研究發現與討論 142
第二節 理論意涵 145
第三節 實務意涵 150
第四節 研究限制與未來研究方向 153
參考文獻 157
附錄 173

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