隨著現代社會的發展與媒體技術的進步，廣告已成為影響消費者行為的重要因素。平面廣告中的設計元素，如文案、圖像、色彩等，皆經證實對廣告效果具有顯著影響。其中，將代言人人像置入廣告版面早已行之有年，而在拍攝過程中，「光影」更是塑造人物形象的關鍵要素之一，常以「光比」來表徵人像臉部的明暗對比。然而，關於光比對消費者反應的影響，目前在行銷與傳播領域的學術研究仍屬缺乏。本研究旨在探討代言人臉部光比對廣告態度與購買意願的影響與中介機制─神秘感、敘事傳輸，並檢視代言人眼神凝視方向和產品類型的干擾。
本研究採用實驗法，進行兩個實驗，重要發現如下：(1) 平面廣告中代言人臉部光比大（相較於光比小）會顯著增加消費者的敘事傳輸程度，進而提升其廣告態度與購買意願；(2) 代言人臉部光比對敘事傳輸的影響主要是透過「神秘感」作為中介變數所驅動；(3) 當代言人視線呈現迴避狀態時，「光比→神秘感→敘事傳輸→廣告效果」的間接效果顯著，但呈現直視狀態時，光比僅提升神秘感和敘事傳輸；(4)在產品屬性為「享樂型」時，代言人臉部光比大透過增強敘事傳輸而對廣告態度和購買意願有正向影響；(5) 當產品屬性為「功利型」時，代言人臉部光比較小可透過提升「感覺正確性」進而產生較佳的廣告效果；(6) 神秘感於本研究中多次展現顯著作用，為關鍵中介變數，其對於廣告效果的影響尤為重要。
本研究結果對於攝影學、光影效果、平面廣告代言人、神秘感、敘事傳輸以及解釋水平等跨領域議題皆具備理論貢獻。同時，本研究亦能為廣告實務提供參考，協助業者運用敘事傳輸機制提升廣告效果，進而讓消費者在接觸廣告與選擇產品時具備更敏銳的判斷與警覺。

With the advancement of modern society and media technology, advertising has become a crucial factor influencing consumer behavior. Design elements in print advertisements—such as copy, imagery, and color—have been widely demonstrated to significantly affect advertising effectiveness. Among these elements, featuring endorsers in ad layouts has long been a common practice, and the use of "lighting contrast" (also known as lighting ratio) during photo shoots serves as a key technique in shaping the endorser’s image. Lighting ratio refers to the contrast between light and shadow on a person's face. However, despite its visual importance, the influence of lighting ratio on consumer responses remains underexplored in the fields of marketing and communication.
This study aims to investigate the effects of the endorser’s facial lighting ratio on ad attitude and purchase intention, along with the mediating roles of mystery and narrative transportation. It also examines the moderating effects of the endorser’s gaze direction and product type. Two experiments were conducted, yielding the following key findings: (1) A high facial lighting ratio (compared to a low one) significantly increases consumers’ narrative transportation, thereby enhancing ad attitude and purchase intention; (2) The effect of lighting ratio on narrative transportation is primarily driven by the mediating variable of mystery; (3) When the endorser’s gaze is averted, the indirect pathway of "lighting ratio → mystery → narrative transportation → advertising effectiveness" is significant; however, when the gaze is direct, lighting ratio only enhances mystery and narrative transportation; (4) For hedonic products, a high lighting ratio positively influences advertising effectiveness through increased narrative transportation; (5) For utilitarian products, a low lighting ratio improves advertising effectiveness by enhancing the feeling of rightness; (6) Across multiple analyses, mystery consistently plays a significant mediating role and serves as a key psychological mechanism influencing advertising outcomes.
The findings of this study contribute to interdisciplinary discussions across photography, lighting design, endorser imagery, mystery perception, narrative processing, and construal level theory. Practically, this research offers valuable insights for advertising professionals seeking to enhance advertising effectiveness by leveraging narrative transportation mechanisms. It also enables consumers to develop more acute awareness and critical judgment when engaging with advertisements and making product decisions.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 x
表目錄 xi
第一章 緒論 1
第一節、研究背景 1
第二節、研究動機 8
第三節、研究問題 12
第四節、研究目的 13
第五節、研究流程 14
第二章 文獻回顧 15
第一節、人像光比 15
一、 人像攝影中光影的重要性 15
二、 何謂光比 (Lighting ratio)？ 16
三、 陰影 19
四、 陰影在行銷傳播領域的研究 21
五、 小結 23
第二節、眼神凝視 24
一、 人像中眼神凝視的重要性 24
二、 眼神凝視方向：直視 vs. 迴避 25
三、 眼神凝視方向在行銷傳播領域的相關研究 27
四、 小結 30
第三節、敘事傳輸 (Narrative Transportation) 31
一、 敘事傳輸理論 31
二、 敘事傳輸在廣告的運用 32
三、 平面廣告的敘事傳輸 34
四、 小結 36
第四節、神秘感 37
一、 神秘感 37
二、 廣告中的神秘感 38
三、 小結 43
第五節、產品類型 45
一、 產品類型的不同分類 45
二、 享樂型產品和功利型產品 46
三、 小結 47
第三章 研究架構與假說 49
第一節、研究架構 49
第二節、假說推論 50
一、 代言人臉部光比對敘事傳輸、廣告態度與購買意願之影響 50
二、 代言人臉部光比對神秘感和敘事傳輸影響效果 53
三、 代言人眼神凝視方向的干擾效果 55
四、 產品類型的干擾效果 56
第四章 實驗一 59
第一節、研究方法 59
一、 樣本與實驗設計 59
二、 實驗刺激 60
三、 前測一 61
四、 前測二 67
五、 實驗一實驗程序 71
第二節、研究結果分析 79
一、 實驗樣本 79
二、 變數平均值、標準差及量表信度分析 80
三、 廣告生態效度檢測 82
四、 控制變數檢定 82
五、 假說檢驗 84
六、 結果彙整 100
第五章 實驗二 104
第一節、研究方法 104
一、 樣本與實驗設計 104
二、 實驗刺激 105
三、 前測三 105
四、 實驗二實驗程序 109
第二節、研究結果分析 113
一、 實驗樣本 113
二、 變數平均值、標準差及量表信度分析 115
三、 操弄性檢驗 116
四、 廣告生態效度檢測 116
五、 控制變數檢定 117
六、 假說檢驗 119
七、 結果彙整 140
第六章 結論與建議 143
第一節、研究發現 143
第二節、研究意涵 151
一、 理論意涵 151
二、 實務意涵 157
第三節、研究限制與未來研究方向 161
參考文獻 166
附錄 179
附錄一：前測一-產品類型調查 179
附錄二：前測二-代言人調查 192
附錄三：正式實驗一刺激物 198
附錄四：正式實驗一問卷 200
附錄五：前測三-代言人調查 211
附錄六：正式實驗二刺激物 217
附錄七：正式實驗二問卷 219

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