本研究探討經驗訴求如何影響論點品質在不同自我參照類型廣告中的說服效果，採2(情感型自我參照∕非情感型自我參照)x2 (正面經驗∕負面經驗)x2 (強論點∕弱論點)受試者間實驗，變異數分析結果顯示：(1) 在訴求正面經驗的情感型自我參照廣告中，論點品質不會影響廣告說服力，(2) 在訴求負面經驗的情感型自我參照廣告中，強論點比弱論點有更佳的說服力，(3) 對非情感型自我參照廣告來說，無論訴求的經驗方向為何，論點品質對廣告效果有正向的影響力，(4) 自我參照類型與經驗訴求方向存有交互作用。本研究的發現有助於釐清過去自我參照研究相互衝突的研究發現，並為實務界帶來豐富的行銷意涵。

This research elaborates the impact of experience appeal and argument quality on the persuasion of self-referencing advertisements. The authors conducted a three-factor between-subject factorial experimental design, namely 2 (emotional/non-emotional selfreferencing) x2 (positive/negative experience)x2 (strong/weak argument). Results from analysis of variance suggest that (1) argument quality will not influence the persuasion of an emotional self-referencing advertisement with positive experience appeal; (2) strong arguments perform better than weak ones in an emotional self-referencing advertisement with negative experience appeal; (3) for non-emotional self-referencing advertising, regardless of positive or negative experience appeal, argument quality positively influences persuasion of advertising; (4) there exists an emotion/non-emotional self-referencing x experience appeal interaction effect. Research findings of this study will shed light on the incongruous findings of previous self-referencing studies and provide practitioners with rich marketing implications.

自我參照廣告; 經驗訴求; 論點品質

advertising of self-referencing; experience appeal; argument quality