本研究旨在探討廣告效果的多重影響因素，特別是不同廣告代言人類型（名人 vs. 典型消費者）和論點品質（強 vs. 弱）如何影響消費者的廣告反應。研究將消費者的涉入程度（低涉入 vs. 高涉入）和目標導向性（目標導向 vs. 非目標導向）納入考量，作為廣告效果的調節變數。為了全面理解這些因素之間的相互作用，本研究基於推敲可能性模型（ELM），設計了一系列實驗，隨機分配受測者觀看不同組合的廣告，並通過問卷評估廣告態度、品牌態度和購買意願等構面，進行廣告效果的測量。
首先，本研究通過兩次前測選擇了合適的保健食品產品和廣告內容，確保受測者對產品的涉入程度不偏高或偏低，並確定了論點品質的強弱。正式實驗中，受測者被隨機分配觀看不同組合的廣告，填寫包含廣告態度、品牌態度和購買意願的問卷，以評估廣告效果。通過對多組數據進行t檢定分析，我們發現無論是強論點還是弱論點，對廣告態度、品牌態度、購買意願和廣告效果均未產生顯著影響。這表明，消費者在面對保健食品廣告時，他們對廣告的整體態度並不因論點品質的強弱而發生顯著改變。同樣地，品牌態度和購買意願的結果也顯示，論點品質的強弱對消費者的態度和行為沒有顯著差異。此外，對於典型消費者代言人和名人代言人的比較分析顯示，兩者在提升廣告效果方面也無顯著差異。無論是廣告態度、品牌態度還是購買意願，典型消費者代言人和名人代言人在這些方面的效果上均無顯著差異。這意味著，不同類型的代言人在提升廣告效果上作用有限，消費者對廣告的反應並不因代言人類型的不同而發生明顯變化。
本研究結果表明消費者的廣告態度和行為受到多種因素的影響，單一的論點品質或代言人類型並不足以顯著改變消費者的態度或購買行為。因此，在制定廣告策略時，企業應考慮更為多元的因素，以更有效地影響消費者的決策。本研究為品牌制定更具針對性和有效性的廣告策略提供了實證支持，有助於提升品牌在不同消費者群體中的市場競爭力。

This study investigates the complex effects of different types of endorsers (celebrity vs. typical consumer) and argument quality (strong vs. weak) on the effectiveness of health supplement advertisements. The research also considers the moderating roles of consumer involvement (low vs. high) and goal orientation (goal-oriented vs. non-goal-oriented), making it a comprehensive examination of how these variables interact to influence consumer attitudes and behaviors. Drawing on the Elaboration Likelihood Model (ELM), which posits that the effectiveness of persuasive communication depends on the level of elaboration or cognitive processing that consumers engage in, a series of experiments were meticulously designed to test these interactions.
The primary objective of the study is to understand how these factors—endorser type, argument quality, consumer involvement, and goal orientation—work together to shape consumer responses to health supplement advertisements. The study hypothesizes that high involvement consumers, who are more likely to engage in extensive cognitive processing, will be more influenced by the strength of the arguments presented in the advertisement. Conversely, low involvement consumers, who are less likely to engage in deep cognitive processing, may be more influenced by peripheral cues, such as the type of endorser used in the advertisement. Additionally, goal orientation is expected to play a significant role in moderating the effects of both endorser type and argument quality, with goal-oriented consumers likely to respond differently compared to non-goal-oriented consumers.

林文寶(2019)廣告訴求對廣告效果之研究以廣告涉入程度為調節變項
江承栩 (2019) 應用推敲可能性理論模型(ELM)於網購保養品 口碑行銷效果-以保養品廣告為例
江承栩 (2019) 應用推敲可能性理論模型(ELM)於網購保養品 口碑行銷效果-以保養品廣告為例
Aaker, D. A., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.
Berthon, P., Pitt, L. F., & Campbell, C. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research, 62(3), 356-361.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50(4), 477-488.
Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer Research, 11(1), 581-592.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30.
Hudders, L., De Jans, S., & De Veirman, M. (2020). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 39(2), 189-213.
Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25(3), 290-301.
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Li, H., & Leckenby, J. D. (2004). Internet advertising formats and effectiveness. Journal of Advertising Research, 44(3), 226-236.
MacInnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55(4), 32-53.
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.
Mowen, J. C., & Brown, S. W. (1980). On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Advances in Consumer Research, 7(1), 437-441.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.
Petty, R. E., & Cacioppo, J. T. (1981a). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, IA: Wm. C. Brown.
Petty, R. E., & Cacioppo, J. T. (1981b). Issue involvement as a moderator of the effects on attitude of advertising content and context. Advances in Consumer Research, 8, 20-24.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology (Vol. 19, pp. 123-205). Academic Press.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Solomon, M. R., Ashmore, R. D., & Longo, L. C. (1992). The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising. Journal of Advertising, 21(4), 23-34.
Wang, K., Wang, E. T., & Farn, C. K. (2009). Influence of web advertising strategies, consumer goal-directedness, and consumer involvement on web advertising effectiveness. International Journal of Electronic Commerce, 13(4), 67-96.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4-34.