社群平台上近年來有越來越多心理測驗式的廣告，經由消費者分享給其他用戶，運用消費者心理機制以達成行銷目的。而客製化的測驗結果與品牌端欲置入的產品資訊則為心理測驗廣告主要的呈現樣貌，這也使得測驗內容與置入商品的適度搭配更為重要。過往對於心理測驗廣告的探討仍然較為淺層與片面，忽略了心理測驗廣告引發分享意願的過程，也鮮少針對消費者心理機制進行更深入的探討。因此，本研究以心理測驗廣告為主要研究標的，並拆解廣告中的組合要素，欲釐清廣告中影響巴納姆效應的敘述結果傾向與消費類型對於消費者口碑驅動力之間的運作機制，如何對於社群分享意願造成影響；此外，更加入自我一致性作為調節干擾變項，深入探討消費者心理層面的自我意識之於廣告內容的重要性。

本研究採用實驗法，進行一項前測、一項預試與一項正式實驗，針對20歲以上擁有瀏覽社群平台經驗且具備消費能力之消費者為樣本，共回收542份有效問卷。研究結果發現：(1) 正向敘述傾向（相較於負向敘述傾向）能引發較高的巴納姆效應與口碑驅動力；(2) 置入產品之產品性質對於口碑驅動力沒有影響；(3) 正向敘述結果並置入體驗消費產品時，能透過印象管理引發最高的分享意願；(4) 在置入物質消費產品且消費者感知真實自我一致性程度低時，敘述傾向對於口碑驅動力有顯著影響。研究結果為病毒行銷、社群廣告與口碑傳播領域等提供理論貢獻之餘，亦為行銷人員提供心理測驗廣告元素的搭配與呈現之建議，並協助釐清消費者心理機制之於廣告中的作用與重要性等實務貢獻。

In recent years, there has been a growing trend of psychological test advertisements on social media platforms which are shared by consumers to other users. These ads utilize the psychological mechanism of consumers to achieve marketing objectives. The customized test results and the product information that brand wants to put in constitute the primary presentation of psychological test advertisements. This makes it even more crucial to match the appropriate results of test content and embedded product information. Therefore, the aim of this study is to clarify the operational mechanisms between the narrative result orientation that influences the Barnum effect, the types of purchase products, and the driving force of consumer word-of-mouth within advertisements. The study also seeks to understand their impact on social media sharing intention. Moreover, self-congruence is introduced as a moderating variable to delve deeper into the significance of consumer psychological self-awareness in relation to advertising content.

This research used an experimental method, consisting of a pre-test, a pilot test, and a formal experiment. The sample comprises consumers aged 20 and above with experience in browsing social media platforms and consumer capability. A total of 542 valid questionnaires were collected. The findings reveal that: (1) Positive narrative orientation (compared to negative narrative orientation) triggers higher Barnum effect and word-of-mouth motivation. (2) The product nature of embedded products doesn’t impact word-of-mouth motivation. (3) Positive narrative outcomes embedded in experiential purchase products generate the highest sharing intention through impression management. (4) When material purchase products are embedded and consumers perceive low levels of actual self-congruence, narrative orientation significantly influences word-of-mouth motivation. These results contribute to the fields of viral marketing, social media advertising, and word-of-mouth. The research also provides theoretical insights and practical recommendations for marketers in terms of combining and presenting elements in psychological test advertisements.

論文審定書 i
論文公開授權書 ii
謝誌 iii
摘要 iv
Abstract v
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機與目的 4
第三節　研究問題 7
第二章　文獻探討 8
第一節　巴納姆效應 8
第二節　消費類型 12
第三節　自我一致性 14
第四節　口碑驅動力 16
第五節　分享意願 19
第三章　研究架構與假說推論 21
第一節　研究架構 21
第二節　假說推論 21
第四章　研究方法 31
第一節　樣本與實驗設計 31
第二節　實驗前測 31
第三節　實驗刺激與程序 38
第四節　預試 40
第五節　變數衡量 42
第五章　資料分析 46
第一節　樣本結構分析 46
第二節　變數之平均數、標準差及量表信效度分析 47
第三節　操弄性檢驗 50
第四節　假說驗證 51
第六章　結論 69
第一節　研究發現與討論 69
第二節　研究貢獻 72
第三節　研究限制與未來研究建議 76
參考文獻 79
附錄 91
附錄一：前測問卷 91
附錄二：預試問卷 99
附錄三：正式實驗問卷 108

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