過去關於研究全球與在地訴求廣告的研究中，皆指出不同廣告訴求能有效引起消費者產生不同的觀感，諸如：全球訴求廣告往往將其產品塑造成較為高品質或國際化的觀感：而在地訴求廣告則往往給予消費者較為本土且具有親切之感受。本研究的主要目的：以廣告訴求的角度探討不同廣告訴求對消費者所產生的廣告態度、產品態度及購買意願之影響。進而探討不同消費者特性─世界化程度高低以及不同產品類別─奢侈品與必需品如何干擾目標廣告訴求對廣告效果的影響。

本研究透過四個組間因子設計的實驗來收集本研究所需資料，資料收集後，再進行變異數分析及t檢定來分析資料以驗證假設。本研究發現：(一)廠商所推出的廣告可以藉由全球訴求廣告來引發消費者的廣告態度。(二)世界化程度對於不同廣告訴求對廣告效果之干擾效果不大。(三)不同產品類別適用於不同的廣告訴求，亦及全球訴求更能增加廣告效果。本研究最後研究結果分別對業者提出管理意涵以供管理者再提出廣告訴求時可做為考量參考，另外亦針對消費者提出實務建議。同時還提出本研究的限制和後續的研究方向以做為未來研究的研究方針。

Past research of global advertising appeal and local advertising appeal have shown different advertising appeal can effectively arouse different feelings, ex: Global appeal could help build high quality and international images; Local appeal could help build more local and friendly images. However, these issues lack close examination. The main purpose of this research is to examine the effect of advertising appeals on the advertising effect. In addition, we examined the moderating effects of the cosmopolitan level, product category (luxuries and necessities) between advertising appeals and advertising effects.

In order to collect the data, four factorial between–subject design experiments were conducted. Then, we use Analysis of Variance and t-test to analyze the data and test the hypotheses. The findings of the results are threefold. Advertising attitude, which enhanced by global appeal will be higher than by local appeal. Second, the cosmopolitan level does not moderate the effect of advertising appeal on advertising effects. Third, product category moderates the effect of advertising appeal on advertising effects. Finally, the theoretical conclusion and managerial implications are proposed as suggestions for implementing effective advertising appeal. Research limitations and future research suggestions are provided for future research devoted to the study of advertising appeal and advertising effects.

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