現今體驗消費與物質消費已成為全球消費者生活中的一部分，而消費者持續的面臨體驗與物質消費間的選擇。消費行為可以用來表達消費者自身，體驗消費在日常生活中屬於較正面的刻板印象，被認為屬於自我的一部分，會帶來更多的幸福感；而物質消費常受到負面的刻板印象看待，屬於自我的延伸，會有較差的印象評估。身處體驗與物質消費百花齊放的消費市場中，兩種消費類型應無優劣之分，故探討兩種消費類型於廣告的應用至關重要。同時，本研究也納入可能影響的廣告元素—廣告文案與廣告訴求進行更深入的研究。因此，本研究欲以廣告元素為基礎，探討廣告中不同消費類型會如何透過知覺價值之享樂與效用價值，對預期幸福感、廣告態度及購買意願產生不同影響。
本研究採用實驗法進行，研究對象為18歲以上具消費能力的消費者。於實驗一中，使用兩種消費類型廣告（體驗消費 vs. 物質消費）之單因子組間設計，共蒐集228份有效樣本；實驗二採用2（消費類型廣告：體驗消費 vs. 物質消費）x 2（廣告文案：時間 vs. 金錢）之二因子組間設計，共蒐集172份有效樣本；實驗三採用2（消費類型廣告：體驗消費 vs. 物質消費）x 2（廣告文案：時間 vs. 金錢）x 2（廣告訴求：感性 vs. 理性）之三因子組間設計，共蒐集434份有效樣本。
透過三個實驗了解消費類型廣告、廣告文案及廣告訴求之間的適配效果，研究結果顯示，相較於物質消費，體驗消費類型的廣告會產生較高的解釋水平感知，且不同消費類型廣告所產生的享樂價值與效用價值皆具有顯著差異，其中相較於物質消費，體驗消費會產生較高的享樂價值與效用價值。不論在應變數為預期幸福感、廣告態度或購買意願的情況下，消費者對於消費類型廣告的享樂價值與效用價值越高，其對於該消費類型廣告的預期幸福感、廣告態度及購買意願也越高。當廣告文案為時間時，消費類型廣告為體驗消費，相較於物質消費，會產生較高的享樂價值與效用價值；而廣告文案為金錢時，不論是消費類型廣告為體驗消費還是物質消費的情況下，其知覺到的享樂價值亦並無顯著差異，效用價值方面，相較於物質消費，消費類型廣告為體驗消費會產生較高的效用價值。不論廣告訴求為感性或理性，消費類型廣告為體驗消費，相較於物質消費，均會產生較高的享樂價值及效用價值。消費類型廣告為體驗消費，相較於物質消費，會產生較高的享樂價值，進而正向影響預期幸福感、廣告態度及購買意願，證實享樂價值具有中介作用；然而消費類型廣告為體驗消費，相較於物質消費，會產生較高的效用價值，進而正向影響預期幸福感、廣告態度及購買意願，亦證實效用價值具有中介作用。而研究皆使用易於設計之廣告元素，故研究結果可提供廣告行銷人員擬定廣告策略時的參考，期許達到廣告行銷人員和消費者間更好的廣告溝通效果。

In today's consumer landscape, experiential and material purchases have become integral parts of global consumers' lives, with individuals consistently facing the choice between these two purchase types. Consumer behavior serves as a means of self-expression, where experiential purchases are associated with positive stereotypes, perceived as an integral part of the self, leading to heightened happiness. Conversely, material purchases often face negative stereotypes, perceived as an extension of the self, and resulting in lower impression evaluations. In a market where experiential and material purchases coexist, the two types of purchases are not inherently superior or inferior. Therefore, understanding how to effectively portray both types of purchases in advertisements is crucial. This study further investigates the potential impact of advertising elements - Advertising copy and appeals.
Consequently, this study aims to explore how different purchase types in advertisements influence anticipated happiness, ad attitude, and purchase intention through perceived value. The research employs an experimental approach, targeting consumers aged 18 and above with purchasing power. Experiment 1 utilized a one-factor between-groups design, featuring two purchase type advertisements (experiential vs. material), resulting in 228 valid samples. Experiment 2 adopted a two-factor between-groups design (purchase type advertisement: experiential vs. material; ad copy: time vs. money), yielding 172 valid samples. Experiment 3 employed a three-factor between-groups design (purchase type advertisement: experiential vs. material; ad copy: time vs. money; ad appeal: emotional vs. rational), collecting 434 valid samples. Through these experiments, the study aims to understand how the fit effect between purchase type advertisements, ad copy, and ad appeal influences consumers' anticipated happiness, ad attitude, purchase intention, and the mechanism underlying the impact of perceived value, comprising hedonic and utilitarian value.
Each study utilized easily manipulable ad elements, offering valuable insights for advertising marketers to formulate effective strategies, with the intention of achieving enhanced communication between advertising marketers and consumers.

論文審定書 i
誌謝 ii
摘要 iii
Abstract v
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 9
第四節 研究目的 10
第貳章 文獻回顧 11
第一節 體驗消費(Experiential purchases)與物質消費(Material purchases) 11
第二節 知覺價值(Perceived value) 14
第三節 時間與金錢廣告文案 15
第四節 感性與理性廣告訴求 18
第五節 解釋水平理論 (Construal-level theory, CLT) 20
第六節 預期幸福感(Anticipated happiness) 22
第七節 廣告態度(Advertising attitude) 23
第八節 購買意願(Purchase intention) 24
第參章 研究架構與研究推論 25
第一節 研究架構 25
第二節 假說推論 25
第肆章 實驗概述 35
第伍章 實驗一 36
第一節 研究方法 36
第二節 分析結果 39
第陸章 實驗二 42
第一節 研究方法 42
第二節 分析結果 48
第柒章 實驗三 60
第一節 研究方法 60
第二節 分析結果 68
第捌章 結論與建議 97
第一節 主要研究發現與討論 97
第二節 理論貢獻 100
第三節 實務貢獻 102
第四節 研究限制與未來方向 105
參考文獻 107
附錄 121
附錄一、實驗一問卷 121
附錄二、實驗二問卷 125
附錄三、實驗三問卷 131

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