多年來，企業廣泛運用以文字或圖片加上超連結的行動召喚(Call-to-action, CTA)於電子報或網路廣告中，來促使消費者進行某特定動作以提升廣告的轉換率，亦有不少學者及行銷從業人員發現，廣告文案所採用的語言抽象程度及消費者的解釋水平類型(採用的思考模式)會影響到他們對於廣告或產品的購買意願及態度，但卻少有研究將這兩種概念與行動召喚做連結，因此本研究便以2(廣告文案類型：具體文案、抽象文案)×2(消費者個人解釋水平類型：高解釋水平、低解釋水平)的實驗設計創造出共四個實驗組，來探討文案類型和解釋水平對消費者在行動召喚點擊行為以及其態度和意願的影響。

實驗結果顯示，廣告文案類型、消費者個人解釋水平及這兩者間的交互作用並未對受試者在行動召喚按鈕的選擇造成影響，但交互作用卻確實會使文案類型及解釋水平存在適配效果的受試者對產品有顯著較高的購買意願和產品態度，廣告效果較好。而受試者在觀看完廣告之後，對於廣告中的產品所產生的使用情境想像流暢度亦在這當中扮演了中介變數的角色，意即當廣告文案類型和受試者的解釋水平產生適配時，會使受試者產生顯著較高的想像流暢度，而這樣的想像流暢度又會再對受試者對廣告產品的購買意願和態度造成正面的影響。

Nowadays, companies are used to using call-to-actions (which is abbreviated to CTA) like buttons, graphs or texts in their EDMs or internet ads to prompt consumers to click the ads. Some researchers and marketers also found language abstraction of ads and consumers’ construal levels (the way they think) will affect consumers’ attitudes to the ads and products which are marketed. However, studies in the past seldom put these two concepts with call-to-action into together. In this study, we use a 2(Types of ads contents: concrete, abstract)×2(Types of consumers’ construal levels: high, low) experiment to figure out impacts of language abstraction of ads and consumers’ construal levels on consumers’ call-to-actions choosing behaviors and their intentions and attitudes toward the product.

The results of our experiment show that types of ads contents and participants’ construal levels and even the interaction of these two independent variables not really affect people’s CTA choosing behaviors. Nevertheless, the interaction indeed makes participants have stronger purchase intentions and better attitudes toward the product if the language abstraction an ad uses fits his or her construal level. Besides, after participants read the ads, their fluency of imagining the circumstances they use the product also play a role of mediator in this experiment. If language abstraction of ads and consumers’ construal levels have fit effect, people will have better imagining fluency, and this imagining fluency will have positive impact on their purchase intentions and product attitudes.

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