隨著環保議題越來越受重視，綠色商品及廣告也層出不窮的出現在消費者眼前，在眾多的廣告中，如何有效地觸及核心客群，並增加其購買意圖也變得很重要。本研究利用不同的廣告訴求(抽象與具體廣告)、廣告溝通方式(互動導向與自我導向廣告)，探討其在不同性別的調節下，對購買意圖的影響。性別差異在研究中是重要且容易辨識的人口統計變量，本研究希望藉由探討性別差異對廣告設計的影響，了解消費者的廣告取向。

本研究分為兩個子研究，在研究一中我們利用解釋水平理論下思維模式的性別差異(男性傾向抽象思維、女性傾向具體思維)，探討抽象/具體的廣告能否吸引相同思維的性別群體；本研究利用2(抽象/具體的廣告訴求) x 2(男性/女性)的組間設計，蒐集了407份問卷；結果顯示，「女性」較受「具體廣告」吸引，而抽象廣告則沒有顯著的影響。而研究二，我們利用自我建構理論之相互依賴(interdependence)的性別差異(女性傾向關係性相互依賴、男性傾向集體性相互依賴)，探討互動/自我導向的廣告與性別差異對購買意圖的影響；本研究利用2(互動/自我導向廣告) x 2(男性/女性)的組間設計，共蒐集了410份問卷；結果指出女性較受自我導向的廣告影響，與假設相反，而互動導向的廣告則皆不顯著。廣告商能藉由此研究結果設計廣告，尤其是針對特定性別的商品，以更有效的方式吸引消費者目光，進而增加其購買意圖。

This research aims to understand whether gender differences will affect the relationship between advertising designs and purchase intentions, helping advertisers to reach the target audiences effectively. This research has two studies, Study One focused on how gender differences (based on construal level theory) affect the influence of advertising appeals on purchase intention, and Study Two focused on how gender differences (based on self-construal theory) change the influence of communication styles and purchase intention. We used mall intercept method with an online survey to collect data on 817 Taiwanese consumers. The data was analyzed by using T-test and ANCOVA to evaluate the hypotheses.

The results of Study One showed that females’ purchase intention was more influenced by concrete advertisement, being compared with males. However, there is no difference in males’ purchase intention influenced by abstract or concrete advertisements. In Study Two, both hypotheses weren’t supported. We found there is no significant effect of interaction between gender and self-interdependence on purchase intention. But people with relational interdependence were attracted by both communication styles especially self-oriented advertisement.

For Study One, we think it’s because of culture difference, easterners tend to engage concrete thinking process; therefore, only the assumption of concrete advertisement was supported. And for Study Two, there may be other variables influencing the correlation between advertising types and purchase intentions that we didn’t consider. And the reason why people with relational self were attracted more by self-oriented advertisements than by interactive-oriented advertisements could be that we used “we” in the advertisement to enhance customer involvement, and it made them feel they have the connection with the brand and the society.

The results can guide future research to adjust the elements and forms of advertisements and consider the factors that will affect the effect of advertisements on purchase intention. In practical, advertisers may know the customers’ psychological needs driven by thought process and self-interdependence types and create the advertisement that can reach the core customers directly and achieve the advertising purpose effectively.

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