隨著體驗經濟時代的降臨，創造意義逐漸成為消費者重視的價值。同時，「美 感」該詞也逐漸被廣泛應用至非藝術領域。這兩個現象透露著消費者文化似乎已開 始改變，而本研究旨在探討其中轉變對於消費者的影響。這份實驗研究以廣告圖像 作為美感刺激試驗五階段美感訊息處理模型，希望藉以測量好奇程度與美感喚起之 間的關聯性，並同時操弄 3 項變因以探討其中的變化。實驗中操弄的 3 個獨立變因 包含複雜程度(低、中、高)、廣告風格(典型、非典型)，以及產品特性(耐久財、 非耐久財)，希望能藉此進一步探討它們對應變變因(好奇程度、美感喚起程度)的 影響。有效問卷在轉換為數據資料後以 SPSS 進行多變量變異數分析(MANOVA)， 且分析結果顯示，3 個獨立變因(複雜程度、廣告風格、產品特性)大致上對於 2 個 應變變因(好奇程度、美感喚起程度)有顯著性的影響。這些發現不僅為相關研究 領域提供新的見解、為市場行銷活動帶來新的實務意涵，也補足了先前研究未能更 深入討論的獨立變因互動關係以及對消費者知覺回應方式的影響。

Upon entering experience economy, meaning making has become a crucial value for consumers to consider. Meanwhile, the term “aesthetics” has gradually been widely applied to non-art-specific fields, making it worth investigating on how the consumer culture has changed. In this research, an experiment is conducted to test Five Stage aesthetic information processing model with advertisements in picture form as aesthetic stimuli, aiming to assess the relationship between curiosity and aesthetic arousal, while also manipulating 3 independent variables, complexity level (i.e. low, mid, high), advertisement type (i.e. typical, atypical), and product type (i.e. durable, non-durable). Valid responses were analysed with MANOVA analysis using SPSS, indicating that the 3 independent variables (i.e. complexity level, advertisement type, and product type) have a significant overall effect on the 2 dependent variables, including curiosity and aesthetic arousal. These findings contribute to both research fields and the market by elucidating the relationships between these variables in the context of aesthetic information processing, and as well bridge the research gap by looking into the interaction among the independent variables and their influence on consumers’ responses.

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