本研究探討自嘲式訊息在健康監測相關智慧型手錶推廣中的效果，設計自嘲式廣告並探討與廣告懷疑的關係，自嘲式廣告係為針對自身缺點或失誤進行表達的廣告風格，透過承認產品的缺陷或過去的不足吸引注意力。另智慧型穿戴裝置市場蓬勃發展，尤其是整合健康監測功能的智慧型手錶成為消費者追求個人健康管理的重要工具，而自嘲手法是否也適用於與生命有關之產品上，調查包含自嘲式並帶有健康監測的智慧型手錶廣告會屬於何種效果。
通過實驗設計，比較自嘲型和非自嘲型廣告對消費者態度和購買意願的影響，藉由問卷發放了397份有效問卷（自嘲型211份、非自嘲型186份），再透過partial least squares (PLS)來了解每個構面之間的相關性。研究結果顯示，自嘲式廣告雖能提升幽默感知，但在健康相關智慧型手錶中並未展現明顯優勢。廣告參與度、獨特性對廣告態度和購買意願產生正向影響。另觀眾看了自嘲是廣告的效果，反而加強廣告的效果。研究為廣告策略制定提供了新方向，適當於健康科技產品上使用自嘲元素，同時注重產品功能與創意表現的平衡。

This study investigates the effectiveness of self-deprecating message in promoting health monitoring smartwatches, exploring the relationship between self-deprecating ads and advertising skepticism. Self-deprecating advertising is an advertising style that addresses one's own shortcomings or mistakes, attracting attention by acknowledging product defects or past inadequacies. Meanwhile, the smart wearable device market is flourishing, with smartwatches integrating health monitoring functions becoming important tools for consumers pursuing personal health management. This study explores whether self-deprecating techniques are appropriate for products related to life and health.
Through experimental design, the study compares the impact of self-deprecating and non-self-deprecating ads on consumer attitudes and purchase intentions. A total of 397 valid questionnaires were collected (211 for self-deprecating ads and 186 for non-self-deprecating ads), analyzed using partial least squares (PLS) to understand the relationships between constructs. Results show that while self-deprecating ads enhance humor perception, they do not demonstrate significant advantages in health-related smartwatch promotion. Ad involvement and uniqueness positively influence ad attitudes and purchase intentions. Notably, viewer skepticism towards self-deprecating ads actually enhanced their effectiveness. The study provides new insights for advertising strategy formulation, suggesting balanced use of self-deprecating elements in health technology product advertising while maintaining focus on product functionality.

目錄

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 v
表次 vi
第一章 緒論 1
第一節 研究背景 1
第二章 文獻探討與假說 3
第一節 自嘲型廣告的定義和類型 3
第二節 廣告參與度/投入的影響 4
第三節 廣告的獨特性 5
第四節 廣告免疫力的影響 6
第五節 調節變量：廣告懷疑 6
第六節 廣告態度和購買意願 7
第三章 研究方法 8
第一節 研究架構與假說路徑 8
第二節 自嘲型的X WATCH廣告 9
第三節 研究構面定義與問項 10
第四章 數據分析 13
第一節 樣本結構 13
第二節 研究構面分析 15
第三節 假說驗證 22
第五章 討論 27
第一節 結論與總結 27
第二節 研究限制與未來研究建議方向 29
參考文獻 30

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