在數位時代，資訊爆炸與全球化趨勢日益加劇，導致消費者注意力資源日益稀缺， 使廣告策略更須強調情感連結與文化共鳴。基於態度功能理論，本研究旨在探討權力 距離信念如何調節消費者對工具性訴求與價值表達性訴求的反應。同時，亦檢驗情感 共鳴在廣告訴求與品牌態度之間的中介效果，並進一步分析權力距離是否調節此一中介機制。
本研究採用量化組間實驗設計，隨機指派受試者觀看兩種不同訴求類型之假想美 妝品牌廣告。透過此實驗設計，本研究彌補現有廣告文獻中對階層文化信念如何影響 廣告說服力之理解不足，並進一步拓展功能態度理論於跨文化情境下的應用。研究結 果不僅對致力於提升情感連結與說服效果的國際行銷實務提供建議，亦為學術界在全球廣告策略研究領域提供重要洞見。

In the digital age, intensified competition for consumer attention and globalization has heightened the need for emotionally engaging and culturally resonant advertising strategies. Grounded in Functional Attitude Theory, this study investigates how Power Distance Belief moderates consumer responses toutilitarian appealsandvalue-expressive appeals. The research also examines the mediating role of emotional resonance in shaping the relationship between advertising appeals and brand attitudes, while exploring how Power Distance Belief moderates this mediating process.
Using a quantitative between-subject experimental design, participants were randomly exposed to advertisements for a hypothetical beauty brand, each reflecting distinct appeal types. This study addresses a gap in advertising literature by exploring how hierarchical beliefs shape advertising persuasiveness, thereby extending Functional Attitude Theory within cross-cultural contexts. The findings provide valuable insights for international marketers seeking to craft culturally sensitive campaigns that enhance emotional engagement and consumer persuasion, contributing to both academic discourse and global advertising effectiveness.

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