本研究提出兩種有害物質擬人化類型：顯性擬人化和隱性擬人化，並檢驗這兩種擬人化類型對消費者感知產品效能與廣告效果的影響，並提出天然訴求作為邊界條件。有害物質意即人們討厭的物質，例如：害蟲、疾病等等，顯性擬人化類型為真人演員扮演並直接呈現人類特徵的有害物質，隱性擬人化類型則是以有害物質原本的樣子並加上人類的特徵呈現。為了驗證研究所提出的假設，本研究使用實驗設計法設計了四個實驗，實驗一檢驗有害物質擬人化類型與廣告呈現的戲劇感之間的關係。實驗二和實驗三檢驗兩種有害物質擬人化類型對提升消費者感知產品效能與廣告效果的影響，同時檢驗戲劇感是否為背後的中介機制，並使用眼動儀檢測受試者觀看有害物質擬人化廣告的情形，實驗四檢驗天然訴求如何影響有害物質擬人化類型對消費者感知產品效能與廣告效果之間的關係。
研究結果顯示，相較有害物質隱性擬人化，有害物質顯性擬人化使消費者感知到廣告中的戲劇感較強，消費者會認為使用廣告中的產品後，有害物質將會被消滅，因此能提升消費者感知產品效能與廣告效果。而當廣告聚焦於天然訴求時，有害物質顯性擬人化的廣告效果會被削弱。最後，本研究提出相關的行銷管理意涵，提供行銷人員在實務上使用適當擬人化類型的參考依據。

This research proposes two types of harmful substances anthropomorphism (prominent vs. subtle) and examine how these types of anthropomorphism affect consumers’ perceived product efficacy and advertising effectiveness. Natural appeals are proposed as the boundary condition. Prominent anthropomorphism is played by a human actor, showing human characteristics directly. Subtle anthropomorphism is presented through the anthropomorphized harmful substance. Four experiments are conducted to test the proposed hypotheses. Study 1 examines the relationship between type of harmful substance anthropomorphism and the sense of drama presented in advertising. Studies 2 and 3 examine type of harmful substance anthropomorphism on consumers’ perceived product efficacy and advertising effectiveness. The eye-tracking technology is used to detect participants’ information processing of harmful substance anthropomorphism. Sense of drama is proposed as the underlying mechanism. Study 4 examines natural appeals as the boundary condition for type of harmful substance anthropomorphism.
The results show that, compared with subtle anthropomorphism, prominent anthropomorphism enhances participants’ sense of drama. When the prominent anthropomorphism is presented in an ad, the stronger sense of drama allows consumers to feel that the harmful substance disappears after using the product. The perceived product efficacy and advertising effectiveness are then enhanced. The advantageous effect of prominent anthropomorphism is reduced when the natural appeals are focused in the ad. The current research provides important insights for marketers to use the right type of anthropomorphism.

目錄
論文審定書 i
中文摘要 ii
英文摘要 iii
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 6
第五節 研究流程 7
第貳章 文獻回顧 9
第一節 前言 9
第二節 擬人化 9
第三節 感知產品效能 24
第四節 廣告中的戲劇感 26
第五節 天然訴求 27
第六節 基模一致性理論 29
第七節 小節 31
第參章 研究假設與推導 32
第一節 前言 32
第二節 研究假設與架構 32
第三節 四個實驗設計建立 36
第肆章 實驗一設計與分析 38
第一節 前言 38
第二節 變數的操作型定義與測量指標 38
第三節 研究設計與流程說明 40
第四節 實驗結果分析 40
第五節 小節 44
第伍章 實驗二設計與分析 45
第一節 前言 45
第二節 變數的操作型定義與測量指標 45
第三節 研究設計與流程說明 48
第四節 實驗二結果分析 48
第五節 小節 55
第陸章 實驗三設計與分析 56
第一節 前言 56
第二節 變數的操作型定義與測量指標 56
第三節 研究設計與流程說明 59
第四節 實驗三結果分析 59
第五節 小節 65
第一節 前言 66
第二節 變數的操作型定義與測量指標 66
第三節 研究設計與流程說明 69
第四節 實驗結果分析 69
第五節 小節 77
第捌章 結論與建議 78
第一節 前言 78
第二節 研究結果討論 78
第三節 研究貢獻 80
第四節 研究限制 84
第五節 未來研究建議 84
第六節 總結 88
參考文獻 89
附錄一：實驗一問卷 1(有害物質顯性擬人化) 100
附錄一：實驗一問卷 2(有害物質隱性擬人化) 103
附錄二：實驗二問卷 1 (有害物質顯性擬人化) 106
附錄二：實驗二問卷 2(有害物質隱性擬人化) 110
附錄二：實驗二問卷 3(有害物質無擬人化) 114
附錄三：實驗三問卷 1(有害物質顯性擬人化) 118
附錄三：實驗三問卷 2(有害物質隱性擬人化) 121
附錄四：實驗四問卷 1(有害物質顯性擬人化X天然訴求) 124
附錄四：實驗四問卷 2(有害物質隱性擬人化X天然訴求) 128
附錄四：實驗四問卷 3(有害物質顯性擬人化X強效訴求) 132
附錄四：實驗四問卷 4(有害物質隱性擬人化X強效訴求) 136

 
圖次
圖1-1威滅殺蟲劑廣告將人打扮成害蟲 3
圖1-2泰國CHAINDRITE殺蟲劑廣告將人打扮成害蟲 3
圖1-3有害物質顯性擬人化 4
圖1-4有害物質隱性擬人化 4
圖1-5嬌生廣告訴求 6
圖1-6研究流程圖 8
圖2-1 Laksmidewi et al. (2017) 成藥產品擬人化操弄 12
圖2-2 Wan et al. (2017) 洗衣機擬人化操弄 12
圖2-3 Aggarwal and McGill (2007) 車子擬人化操弄 12
圖2-4 Reavey et al. (2018) 水龍頭廣告擬人化操弄（實驗一） 14
圖2-5 Reavey et al. (2018) 手機支架廣告擬人化操弄（實驗四） 14
圖2-6 Delbaere et al. (2011) 乳液廣告擬人化操弄
15
圖2-7 Tam et al. (2013) 地球表情擬人化操弄 15
圖2-8 Tam (2015) 地球表情、手腳擬人化操弄
16
圖2-9 Ahn, Kim, and Aggarwal (2014) 公益議題廣告擬人化操弄 16
圖2-10 Hur, Koo, and Hofmann (2015) 餅乾擬人化操弄 19
圖2-11 Puzakova , Kwak and Rocereto (2013a) 果汁品牌擬人化操弄 20
圖2-12 Puzakova , Kwak and Rocereto (2013b) 以果汁機呈現品牌擬人化操弄 20
圖2-13 Kwak, Puzakova and Rocereto (2015) 以電器呈現品牌擬人化操弄 21
圖3-1假設二與假設三架構圖 33
圖3-2假設五架構圖 35
圖4-1擬人化類型操弄 39
圖4-2有害物質擬人化類型對戲劇感之影響 43
圖5-1擬人化類型操弄 46
圖5-2有害物質擬人化類型對感知產品效能之影響 52
圖5-3實驗二戲劇感中介有害物質擬人化類型對感知產品效能影響(虛擬變數2) 54
圖6-1擬人化類型操弄 57
圖6-2有害物質擬人化類型對願付價格之影響 62
圖6-3 有害物質擬人化類型對表演評分之影響 63
圖6-4實驗三戲劇感中介有害物質擬人化類型對願付價格的影響 65
圖7-1實驗四廣告訴求透過雜誌專欄介紹操弄
67
圖7-2擬人化類型操弄 68
圖7-3有害物質擬人化類型與廣告訴求對感知產品效能之影響 74
圖7-4有害物質擬人化類型與廣告訴求對購買意圖之影響 76
圖8-1 174T殺蟑凝膠廣告 82
圖8-2日本FUMAKIRA殺蟲劑廣告 83
圖8-3曼秀雷敦天然強效防蚊液 83
圖8-4 ZESPRI奇異果廣告 85
圖8-5 OPPO手機廣告 86
圖8-6台灣雙響泡泡麵廣告 86
圖8-7韓國超商食品廣告 87
圖8-8萬潔靈消毒濕紙巾廣告 87
圖8-9 Attack潔霸洗衣精廣告 87


 
表次
表2-1擬人化對消費者行為的正面影響相關研究文獻整理 17
表2-2擬人化對消費者行為的負面影響相關研究文獻整理 22
表2-3天然訴求相關研究文獻整理 29
表3-1本研究實驗整理 37
表4-1實驗一樣本敘述統計分析 40
表4-2有害物質擬人化類型對戲劇感之共變數分析 43
表5-1實驗二樣本敘述統計分析 48
表5-2實驗二信度分析 50
表5-3實驗二擬人化操弄事後檢定 51
表5-4有害物質擬人化類型對感知產品效能之共變數分析 52
表5-5實驗二有害物質擬人化類型對感知產品效能事後檢定 53
表5-6實驗二中介變數檢測結果 54
表6-1實驗三樣本敘述統計分析 59
表6-2有害物質擬人化類型對願付價格之共變數分析 62
表6-3實驗三眼動儀數據F檢定結果 64
表6-4實驗三中介變數檢測結果 65
表7-1實驗四樣本敘述統計分析 70
表7-2實驗四信度分析 71
表7-3有害物質擬人化類型與廣告訴求對感知產品效能之共變數分析 73
表7-4實驗四有害物質擬人化類型與廣告訴求對感知產品效能敘述統計與F檢定結果 74
表7-5有害物質擬人化類型與廣告訴求對購買意圖之共變數分析 75
表7-6實驗四有害物質擬人化類型與廣告訴求對購買意圖敘述統計與F檢定結果 76

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