過去學者對於悲劇電影的研究主要集中在探討觀看悲劇電影對觀眾產生的心理影響與社會意義，較少關注人們想要觀看悲劇電影背後的情感動機。此外，現有研究亦缺乏探討實務上何種行銷策略可以加強觀眾觀看悲劇電影的動機與意願。本研究旨在探討人們觀看悲劇電影的動機是否為悲傷情緒所驅使，並探討悲劇電影海報中演員表情的悲傷與否及眼神凝視方向對觀眾觀影意願之影響。
本研究採用2（悲劇電影海報中演員表情：悲傷 vs. 無悲傷）x2（悲劇電影海報中演員眼神：直接凝視 vs. 迴避凝視）之二因子組間設計實驗法，探討是否能透過海報設計之操弄激發觀眾的悲傷感，並透過宣洩的需求提高觀眾對悲劇電影之觀影意願。
研究結果發現，相較於表情無悲傷，演員表情悲傷的電影海報更可以激發觀眾的悲傷感；而海報中演員眼神凝視方向也會對觀眾之悲傷感產生影響，當演員眼神為迴避時，電影海報更能加強觀眾的悲傷感；此外，研究結果發現觀眾的悲傷感會透過情緒宣洩的需求正向提高其觀影意願。
本研究結果發現悲傷情緒可以作為特定負面情緒驅使情感宣洩的需求，使人們想要觀看悲劇電影，為悲劇享受悖論補充與提供其他角度的看法；此外，本研究也對影視業進行電影海報的設計與影劇宣傳帶來實務意義，例如電影公司在設計悲劇電影海報與行銷宣傳時，可以透過激發觀眾的悲傷感，間接提高觀眾的觀影意願，帶來更高的電影票房與收視率。

Previous research on tragic films has primarily focused on the psychological effects and social implications of watching such films, with less attention paid to the underlying emotional motivations that drive audiences to watch them. Furthermore, existing studies have not adequately explored the practical marketing strategies that can enhance audiences' intentions to watch tragic films. This study aims to investigate whether audiences' motivation to watch tragic films is driven by sadness and to examine the impact of the sadness in actors' expressions and their gaze direction in movie posters on audiences' intentions to watch the film.
To explore these questions, the experiment employed a 2 (sadness of actors' expressions in tragic movie posters: sad vs. non-sad) x 2 (eye gaze direction of actors in tragic movie posters: direct vs. averted) two-way mixed design to investigate whether poster design manipulation can evoke sadness in audiences and increase their intentions to watch a tragic film through the need for emotional catharsis.
The findings of this study revealed that movie posters featuring sad actors' expressions more effectively evoke sadness in audiences compared to non-sad expressions. Moreover, the eye gaze direction of the actors in the posters also influenced audiences' sadness, with averted gazes intensifying this emotion. Additionally, the study found that the induced sadness positively increased audiences' intentions to watch the film through their need for emotional catharsis.
This study contributes to the literature on tragic films and the paradox of tragic pleasure by showing that sadness can serve as a specific negative emotion that drives the need for emotional release, motivating audiences to watch tragic films. This finding provides an alternative perspective on the paradox of tragic pleasure. Furthermore, the study offers practical implications for the film industry, suggesting that evoking sadness in audiences through the design of tragic film posters and marketing campaigns can indirectly increase audience intention to watch these films, leading to higher box office revenues and viewership.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 7
第二章 文獻回顧 8
第一節 悲劇 8
第二節 情緒 11
第三節 情緒宣洩 15
第四節 眼神凝視方向 18
第三章 研究架構與假說推論 20
第一節 研究架構 20
第二節 研究假說 20
第四章 研究方法 24
第一節 樣本與實驗設計 24
第二節 實驗刺激 25
第三節 實驗程序 25
第四節 變數衡量 26
第五章 研究結果 30
第一節 研究樣本 30
第二節 變數之平均值、標準差及量表信度分析 32
第三節 研究變數之操弄性檢定 33
第四節 假說驗證 35
第六章 結論與建議 42
第一節 研究發現與討論 42
第二節 理論意涵 44
第三節 實務意涵 46
第四節 研究限制與未來研究方向 48
參考文獻 52
附錄 64
附錄一、實驗刺激圖 64
附錄二、實驗問卷 66

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