由於亞洲國家使用性訴求廣告的頻率日趨增加，使得相關研究逐漸受到重視。儘管西方國家在性訴求廣告方面的研究已有相當長的一段時間，但文化背景的大不相似，使得性訴求廣告在西方國家所使用的經驗未必能移植至此；加上針對亞洲國家的性訴求廣告效果的相關探討相當有限，學者對於此種廣告手法是否適合東方文化並未達成共識。故此，本研究針對性訴求表現、受測者性別與涉入程度，對消費大眾進行廣告態度、品牌態度與購買意願之間的關係研究。本研究蒐集560份有效樣本，針對20-30歲之年輕族群進行實驗後發現：

一、性訴求程度對廣告效果均有顯著影響；且採取高度性訴求表現之廣告的廣告效果顯著低於無性訴求表現與中度性訴求表現之廣告。

二、對男性而言，有無採用性訴求表現之廣告的廣告效果無顯著差異。對女性而言，性訴求程對於廣告效果均有顯著差異；且無性訴求程度的廣告在廣告效果上，皆顯著高於中度性訴求程度與高度性訴求程度之表現。

三、在不同涉入程度下，性訴求程度對消費者的廣告效果無顯著影響。

As the Taiwanese society becomes more open, the use of sex appeal in advertising is on the rise and received increasing attention. Whether advertising strategies base on Western marketing practices such as sex appeal are effective in the Chinese cultural context has become a subject of intense interest. This research examines the influence of sex appeal, respondent gender and involvement to realize Taiwanese consumers’ evaluation of sex appeal advertising. This main study collects 560 samples and finds out :

1.Sex appeals have significantly effect on the advertisement effectiveness. Besides, advertisement with non-sex appeal is viewed more positively than those using sex appeal.

2.An interaction effect exists between sex appeal and respondents’ gender, and has significantly effect on the advertisement effectiveness. Moreover, men didn’t appeal any different in advertisement effectiveness for three type of sexual appeals, but women responses on the advertisement effectiveness were more favorable for non-sex appeal.

3.An interaction effect doesn’t exist between sex appeal and involvement, and didn’t have significantly effect on the advertisement effectiveness.

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