根據訊息框架理論指出，當人們面臨本質相同的決策性問題時，會因為問題的敘述方式不同，造成人們產生偏好逆轉的現象。此外當訊息框架運用在企業行銷產品的廣告中，訊息框架效應也會因為產品類型的不同，而產生不一樣的效果。本論文擬以產品類型為干擾因子，透過實驗設計法來檢驗此主張，主要擬探討正負面產品訊息框架與產品類型對訊息有用性與消費者認知到的廣告態度、產品態度與購買意願之影響。
本研究結果顯示1.產品訊息在正面訊息框架下，會帶給消費者較高的訊息有用性。2.產品類型在訊息框架及訊息有用性間有調節效果。3.訊息有用性對廣告態度、產品態度和購買意願具有正向影響。4.訊息有用性在訊息框架及廣告態度之間存在中介效果。由此推論享樂型產品在產品資訊廣告上，以正面訊息框架，能帶來較好的廣告效果。反之功能型產品，則以負面訊息框架，能更提升消費者對產品的需求感與購買意願。

The main objective of this study is to investigate whether product type is a moderator between information framing and information usefulness. In addition to the main objective of this study, we further investigate whether information usefulness affects consumer attitudes toward advertisements, products, and purchase intention. An experimental design was adopted in this study with a 2 (positive and negative framed message)*2 (hedonic and utilitarian product) and comprised four scenarios. A total of 171 valid respondents were selected, and SPSS 22 was used to run a factor analysis, regression analysis and T-test to test the hypotheses. According to the results, there are some principle conclusions and implications to consider:

1.In general, a positive framed message has a positive impact on information usefulness.

2.A positive framed message used to promote a hedonic product has a significantly positive effect on information usefulness. On the contrary, a negative framed message used to promote a utilitarian product has a significantly positive effect on information usefulness.

3.Information usefulness has significantly positive impacts on attitudes toward advertisements, products and purchase intention.

4.The mediating role of information usefulness is crucial for attitude toward advertisements, products and purchase intention.

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