在這電商競爭激烈的世代，傳統行銷已無法適應消費者需求，同理心行銷策略的興起，讓越來越多傳達品牌故事的同理心廣告出現在消費者眼前，在眾多的廣告中，如何有效地傳遞給顧客，並確保其對品牌的正面態度也變得非常重要。本研究利用同理心與非同理心廣告如何影響消費者的品牌共鳴，以廣告分享者之社會關係強度（強關係與弱關係）與社會關係層次（二元群體與團體）為調節變數，並探討在性別差異下，對品牌態度的影響。
本研究分為兩個子研究，在兩個子研究中我們會根據心流理論，探討消費者是否受到同理心廣告的影響，經由心流狀態達到品牌共鳴；在研究一中我們利用社會網路理論下的社會關係強度，探討由強關係/弱關係傳遞廣告能否影響接收者對同理心廣告/非同理心廣告的情感共鳴與對品牌之態度；本研究利用2 (廣告訴求：同理心/非同理心)x 2 (社會關係強度：強/弱)的組間設計，共收集了358份有效問卷；結果顯示相較於非同理心廣告，同理心廣告更能正面影響消費者的品牌共鳴程度，但同理心/非同理心廣告與社會關係強弱之交互作用並不顯著。而研究二，我們利用自我建構理論之相互依賴的性別差異（男性趨向集體性相互依賴與女性趨向於關係性相互依賴），探討在二元群體/團體間傳遞廣告與性別差異對情感共鳴與品牌態度之影響；本研究將利用2 (廣告訴求：同理心/非同理心)x 2 (社會網路層次：二元群體/團體)x 2 (性別差異：男性/女性)的組間設計，共收集了314份有效問卷；結果指出男性則對同理心廣告與社會關係層次交互作用不具調節作用，女性與團體成員之間是具有顯著影響，與假設相反。廣告商能藉由本研究結果在設計廣告時，更精確地利用同理心訴求引起消費者對品牌的共鳴，以更有效的方式加強消費者對品牌的正面態度。

This research aims to understand how empathy advertisements influences consumers’ brand attitude through their brand resonance and how this influence is moderated by the relationship between the ad viewer and the sharer. The hypotheses were tested through two studies. Study one focused on the mediating effect of brand resonance on the relationship between empathy advertisement and brand attitude (based on flow theory), and how strong or weak social ties between ads’ sharer and viewer affects the influence on brand resonance (based on social network theory). Study two focused on how gender (based on self-construal theory) moderates the moderating effect of hierarchy of ads-sharers’ social network on the influence of brand resonance (based on social network theory). We used the snowball sampling method with an online questionnaire to collect data on 358 Taiwanese consumers in study one and 314 Taiwanese consumers in study two.
The results of both studies showed that empathy advertisement positively affected consumers' brand resonance, which in turn positively affected consumers' attitudes toward the brand. However, in study one, the moderating role of the social tie was not significant because it enhances the effect of both empathy and non-empath ads on brand resonance. In study two, the interaction between gender and hierarchy of ads-sharers’ social network did not moderate the relationship between empathy ads and brand resonance.
The results can clarify the unresolved relationship between empathy advertising and brand attitude and also provide theoretical support for filling in the gaps of its effectiveness and mechanism. In practical, advertisers may know more accurately grasp the importance of empathy advertising driven by ads’ sharer and create the advertisement that can reach the customers and achieve the advertising purpose effectively.

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