近幾年，隨著免費網路影音平台的崛起和網際網路的便利性，越來越多人拋棄傳統電視台，轉向網路影音平台尋找娛樂(PSRAI, 2013)，這個現象大幅地降低了消費者接觸到傳統電視廣告的可能性。為了更有效地向消費者傳遞行銷訊息，新的行銷方式─網路微電影廣告變得越來越普遍。不同於傳統電視廣告，網路微電影廣告呈現完整的故事情節，將廣告訊息嵌入如電影般的敘事風格。本研究的目的在於利用運輸理論(Transportation Theory)探討不同廣告訴求的微電影廣告之廣告效果。兩種廣告訴求：情感訊息訴求(emotional message appeal) 和理性訴求(rational-functional appeal)在本研究中被採用。三個變數：對廣告的態度(attitude toward the ad)、對品牌的態度(attitude toward the ad)和分享意願(sharing intention) 在本研究中用於衡量廣告效果。研究結果顯示，情感訴求較強的微電影廣告會導致較強的運輸效果和較佳的廣告效果；情感訴求較強的微電影廣告會引發受測者較佳的廣告態度、品牌態度和較高的分享意願。

In recent years, with the popularity of free online video platforms and accessibility to the Internet, more and more people switch from traditional televisionbroadcast to digital channels for entertainments (PSRAI, 2013), which greatly lowers the possibilities for consumers exposing to the traditional TV commercials. To reach consumers in a more effective way, a new arising marketing tool, microfilm adverting becomes gradually popular. Different from traditional commercials, online microfilm advertisingembeds the advertised message into a complete story with movie-like scene and style and will only broadcast in online platforms. This study adopts transportation theory to comparethe adverting effect of microfilm advertisings using different advertising appeals. Three aspects, attitude toward the ad, attitude toward the brand and sharing intention, were used to examine the advertising effect. Two advertising appeals, emotional message appeal and rational-functional appeal were adopted in the study. The results indicate that the microfilmadvertising with emotional message appeal resulted in higher transported effect and better advertising effect. The participants of microfilmadvertising with emotional message appeal had more positive attitude toward the ad and brand, and were more willing to share the films to their friends. According to the results in the study, it is better for the corporations to adoptemotional message appeal when using online microfilm ads as marketing tool.

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