本研究以刺激-有機體-反應(SOR)理論為基礎，以五種廣告訴求當作外在環境的刺激，主要的研究目的是，了解哪些廣告訴求會影響消費者在Facebook直播拍賣中的觀看情緒，進而產生下標意圖(研究一)。第二個研究目的是了解販售不同類型的產品時更適合用哪些廣告訴求來吸引消費者(研究二)。 研究一透過問卷法並回收194份問卷；研究二透過實驗法回收283份實驗數據結果顯示，感性訴求和權威訴求會正向顯著影響顧客的情緒(愉悅與喚起)；而愉悅和喚起情緒會正向影響顧客的下標意圖。研究二以產品類型做為干擾變數的研究結果顯示，經驗品較適合使用權威訴求來影響消費者情緒；而搜尋品較適合使用理性訴求影響消費者的情緒，進而產生下標意圖。

Based on the stimulus-organism-response theory (SOR), this study uses five types of advertising appeals as stimuli to the external environment. The first research purpose is to explores which advertising appeals will affect consumers' viewing emotions in Facebook live auctions, and ultimately produce purchase intentions (study 1). The second research purpose is to understand which advertising appeals are more suitable to attract consumers when selling different types of products (study 2). The results of the study show that emotional appeals and authoritative appeals will positively and significantly affect customers' emotions, while pleasure and arousal will affect purchase intentions. In addition, this study further distinguishes products into experience products and search products in study 2. The research results show that experience products are more suitable for using authority appeal to influence consumers emotions, which in turn lead to bidding intentions; search products are more suitable for using emotional appeals to influence consumer emotions.

林東泰，2008，大眾傳播理論，三版，台北，師大書苑。(Lin, T. T., 1999, Mass Communication Theory, 3rd, Taipei: Shtabook.)
祝鳳岡，1995，「廣告感性訴求策略之策略分析」，廣告學研究，5卷，85~112. (Chu, F. K., 1995, Strategic Analysis of Advertising Emotional Appeals Strategy, The Journal of Advertising & Public Relations, Vol. 5, 85-112.)
翁逸群、張鈞堡，2012，「廣告訴求對消費者購買意願之影響效果研究-以產品屬性，產品知識，知覺風險及品牌承諾為干擾因子」，創新研發學刊，8卷，1期，77~97。(Weng, Y. C. and Chang, C. P., 2012, “Effect of Consumer Buying Intention on Advertising Appeals--With Product Attributes, Product Knowledge, Perceived Risk, and Brand Commitment to be Interference Variables,” The Journal of Innovation Research & Development, Vol. 8, No. 1, 85-112.)
財團法人台灣網路資訊中心，2019，「2019台灣網路報告」，https://report.twnic.tw/2019/, accessed on January 6, 2022. (TWNIC, 2019, “2019 Taiwan Internet Report,” https://report.twnic.tw/2019/, accessed on January 6, 2022.)
許敬柔，2006，電視購物節目說服策略之研究-以3C產品為例，國立臺灣師範大學碩士論文。(Hsu, C. J., 2006, Research on Persuasive Strategies of TV Shopping Programs-Taking 3C Products as an Example, Master Thesis, National Taiwan Normal University.)
聯合報，2019，「4小時業績800萬！10分鐘賣2000瓶！直播主不想跟你說的祕密」，https://udn.com/news/story/7266/4023313, accessed on May 27, 2022. (Udn News, 2019, “8 million performance in 4 hours! Sell 2000 bottles in 10 minutes! The Secret Broadcaster Doesn’t Want to Tell You,” https://udn.com/news/story/7266/4023313, accessed on May 27, 2022.)
Ajzen, I., 1991, “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, 179-211.
Akbari, M., Salehi, K., and Samadi, M., 2015, “Brand Heritage and Word of Mouth: The Mediating Role of Brand Personality, Product Involvement and Customer Satisfaction,” Journal of Marketing Management, Vol. 3, No. 1, 83-90.
Albers‐Miller, N. D., 1999, “Consumer Misbehavior: Why People Buy Illicit Goods,” Journal of Consumer Marketing, Vol. 16, No. 3, 273-287.
Andreu, L., Casado-Díaz, A. B., and Mattila, A. S., 2015, “Effects of Message Appeal and Service Type in CSR Communication Strategies,” Journal of Business Research, Vol. 68, No. 7, 1488-1495.
Bettman, J. R. and Park, C. W., 1980, “Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis,” Journal of Consumer Research, Vol. 7, No. 3, 234-248.
Bhatti, A. and Rehman, S. U., 2019, “Perceived Benefits and Perceived Risks Effect on Online Shopping Behavior with The Mediating Role of Consumer Purchase Intention in Pakistan,” International Journal of Management Studies, Vol. 26, No. 1, 33-54.
Bijsterbosch, M., 2017, Endorsing a Laptop: Would You Buy It? The Effect of Endorser Type and Message Appeal in Advertisements on Consumer Responses, Master thesis, University of Twente.
Briñol, P., Petty, R. E., and Tormala, Z. L.,2004, “Self-Validation of Cognitive Responses to Advertisements,” Journal of Consumer Research, Vol. 30, No. 4, 559-573.
Cai, J. and Wohn, D. Y., 2019, ”Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations,” Proceedings of the 52nd Hawaii International Conference on System Sciences, Grand Wailea, Hawaii.
Chen, C. C. and Yao, J. Y., 2018, “What Drives Impulse Buying Behaviors in A Mobile Auction? The Perspective of The Stimulus-Organism-Response Model,” Telematics and Informatics, Vol. 35, No. 5, 1249-1262.
Chen, Y., Lu, Y., Wang, B., and Pan, Z., 2019, “How Do Product Recommendations Affect Impulse Buying? An Empirical Study on Wechat Social Commerce,” Information & Management, Vol. 56, No. 2, 236-248.
Chou, S. W., Min, H. T., and Hsu, C. S., 2019, ”Purchase Intention in Live-Streaming Context-A Self-Presentation Perspective,” 23rd Pacific Asia Conference on Information Systems: Secure ICT Platform for the 4th Industrial Revolution, PACIS 2019, X’ian, China.
Creyer, E. H., 1997, “The Influence of Firm Behavior on Purchase Intention: Do Consumers Really Care about Business Ethics?,” Journal of Consumer Marketing, Vol. 14, No. 6, 421-432.
Ding, C. G. and Lin, C.H., 2012, “How Does Background Music Tempo Work for Online Shopping?,” Electronic Commerce Research and Applications, Vol. 11, No. 3, 299-307.
Facebook, 2017, “Helping Small Businesses Succeed in A Mobile World,” https://www.facebook.com/business/news/helping-small-businesses-succeed-in-a-mobile-world, accessed on January 5, 2022.
Fei, M., Tan, H., Peng, X., Wang, Q., and Wang, L., 2021, “Promoting or Attenuating? An Eye-Tracking Study on The Role Of Social Cues in E-Commerce Livestreaming,” Decision Support Systems, Vol. 142, 113466.
Feiz, D., Fakharyan, M., Jalilvand, M. R., and Hashemi, M., 2013, “Examining The Effect of TV Advertising Appeals on Brand Attitudes and Advertising Efforts in Iran,” Journal of Islamic Marketing, Vol. 4, No. 7, 101-125.
Global Digital Statshot, 2017, “Digital 2017: Q3 Global Digital Statshot,” https://datareportal.com/reports/digital-2017-q3-global-digital-statshot, accessed on January 5, 2022.
Gore, P., Madhavan, S., Curry, D., McClurg, G., Castiglia, M., Rosenbluth, S. A., and Smego, R. A., 1998, “Persuasive Messages. Development of Persuasive Messages May Help Increase Mothers' Compliance of Their Children's Immunization Schedule,” Mark Health Serv, Vol. 18, No. 4, 32-43.
Guo, Y., Wang, W., Zhang, W., Lin, P., and Han, W., 2019, “The Impact of Online Word-of- Mouth on Consumers' Purchase Intention in Social Commerce,” 2019 16th International Conference on Service Systems and Service Management (ICSSSM), IEEE, Shenzhen, China.
Haimson, O. L. and Tang, J. C., 2017, “What Makes Live Events Engaging on Facebook Live, Periscope, and Snapchat,” Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, Denver, USA.
Hardesty, D. M. and Bearden, W. O., 2003, “Consumer Evaluations of Different Promotion Types and Price Presentations: The Moderating Role of Promotional Benefit Level,” Journal of retailing, Vol. 79, No. 1, 17-25.
He, D., Lu, Y., and Zhou, D., 2008, “Empirical Study of Consumers' Purchase Intentions in C2C Electronic Commerce,” Tsinghua Science & Technology, Vol. 13, No. 3, 287-292.
Henseler, J., Ringle, C. M., and Sarstedt, M., 2015, “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling,” Journal of the Academy of Marketing Science, Vol. 43, No. 1, 115-135.
Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., and Hamari, J., 2018, “Social Motivations of Live-Streaming Viewer Engagement on Twitch,” Computers in Human Behavior, Vol. 84, 58-67.
Hsieh, Y. C., Chiu, H. C., and Chiang, M. Y., 2005, “Maintaining A Committed Online Customer: A Study Across Search-Experience-Credence Products,” Journal of Retailing, Vol. 81, No. 1, 75-82.
Hu, M., Zhang, M., and Wang, Y., 2017, “Why Do Audiences Choose to Keep Watching on Live Video Streaming Platforms? An Explanation of Dual Identification Framework,” Computers in Human Behavior, Vol. 75, 594-606.
Huang, Y. K., Kuo, Y. W., and Xu, S. W., 2009, “Applying Importance-performance Analysis to Evaluate Logistics Service Quality for Online Shopping among Retailing Delivery,” International Journal of Electronic Business Management, Vol. 7, No. 2, 128-136.
Kang, J.-Y. M., Johnson, K. K. P., and Wu, J., 2014, “Consumer Style Inventory and Intent to Social Shop Online for Apparel Using Social Networking Sites,” Journal of Fashion Marketing and Management, Vol. 18, No. 3, 301-320.
Keshari, P. and Jain, S., 2016, “Effect of Age and Gender on Consumer Response to Advertising Appeals,” Paradigm, Vol. 20, No. 1, 69-82.
Kim, A. J. and Johnson, K. K. P., 2016, “Power of Consumers Using Social Media: Examining The Influences of Brand-Related User-Generated Content on Facebook,” Computers in Human Behavior, Vol. 58, 98-108.
Kim, J. and Lennon, S. J., 2013, “Effects of Reputation and Website Quality on Online Consumers' Emotion, Perceived Risk and Purchase Intention: Based on The Stimulus- Organism-Response Model,” Journal of Research in Interactive Marketing, Vol. 7, No. 1, 33-56.
Kim, Y. and Kim, B., 2020, “Selection Attributes of Innovative Digital Platform-Based Subscription Services: A Case of South Korea,” Journal of Open Innovation: Technology, Market, and Complexity, Vol. 6, No. 3, 70.
Koo, G.-Y., Ruihley, B. J., and Dittmore, S. W., 2012, “Impact of Perceived On-Field Performance on Sport Celebrity Source Credibility,” Sport Marketing Quarterly, Vol. 21, No. 3, 147-158.
Kotler, P., Keller, K., Ang, S. H., Leong, S. M., and TAN, C. T., 2006, Marketing and Management : An Asian Perspective, 4th, Upper Saddle River, N.J, Prentice Hall.
Kwon, K. W., Bock, G.-W., and Hwang, K. M., 2020, “The Effect of Personalization on Cross-Buying and Shopping Cart Abandonment Based on the S-O-R Framework,” Asia Pacific Journal of Information Systems, Vol. 30, No. 2, 252-283.
Lazaris, C., Vrechopoulos, A., Sarantopoulos, P., and Doukidis, G., 2022, “Additive Omnichannel Atmospheric Cues: The Mediating Effects of Cognitive and Affective Responses on Purchase Intention,” Journal of Retailing and Consumer Services, Vol. 64, 102731.
Lee, E.-J. and Shin, S. Y., 2014, “When Do Consumers Buy Online Product Reviews? Effects of Review Quality, Product Type, and Reviewer’S Photo,” Computers in Human Behavior, Vol. 31, 356-366.
Li, B., Guan, Z., Chong, A. Y. L., and Hou, F., 2018, “What Drives People to Purchase Virtual Gifts in Live Streaming? The Mediating Role of Flow,” Twenty-Second Pacific Asia Conference on Information Systems, Yokohama, Japan.
Li, J. and Song, M., 2011, “Try to Persuade Sentimentally or Rationally: The Choice of Advertising Appeals of Green Products,”International Conference on Management and Service Science, MASS 2011, Wuhan, China.
Liang, T.-P. and Turban, E., 2011, “Introduction to The Special Issue Social Commerce: A Research Framework for Social Commerce,” International Journal of Electronic Commerce, Vol. 16, No. 2, 5-14.
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., and Abdullah, S., 2016, “Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention,” Procedia Economics and Finance, Vol. 35, No. 5, 401-410.
Lin, L. Y., 2011, “The Impact of Advertising Appeals and Advertising Spokespersons on Advertising Attitudes and Purchase Intentions,” African Journal of Business Management, Vol. 5, No. 21, 8446-8457.
Liu, Z., Lei, S. H., Guo, Y. L., and Zhou, Z., 2020, “The Interaction Effect of Online Review Language Style and Product Type on Consumers’ Purchase Intentions,” Palgrave Communications, Vol. 6, No. 1, 1-8.
Lowe, B., 2010, “Consumer Perceptions of Extra Free Product Promotions and Discounts: The Moderating Role of Perceived Performance Risk,” Journal of Product Brand management, Vol. 19, No. 7, 496-503.
Lu, B. and Chen, Z., 2021, “Live Streaming Commerce and Consumers’ Purchase Intention: An Uncertainty Reduction Perspective,” Information & Management, Vol. 58, No. 7, 103509.
Lu, B., Fan, W., and Zhou, M., 2016, “Social Presence, Trust, and Social Commerce Purchase Intention: An Empirical Research,” Computers in Human Behavior, Vol. 56, 225-237.
Lu, Z., Xia, H., Heo, S., and Wigdor, D., 2018, “You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China,” Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, Montreal, Canada.
Lv, Z., Jin, Y., and Huang, J., 2018, “How Do Sellers Use Live Chat to Influence Consumer Purchase Decision in China?,” Electronic Commerce Research and Applications, Vol. 28, 102-113.
Manyiwa, S. and Brennan, R., 2012, “Fear Appeals in Anti-Smoking Advertising: How Important Is Self-Efficacy?,” Journal of Marketing Management, Vol. 28, No. 11-12, 1419-1437.
McCarthy, E. J. and Perreault Jr, W. D., 1984, Basic Marketing, Homewood, 8th IL: Richard D. Irwin.
Mehrabian, A. and Russell, J. A., 1974, An approach to environmental psychology, 1st, Cambridge, MIT Press.
Meng, L., Duan, S., Zhao, Y., Lü, K., and Chen, S., 2021, “The Impact of Online Celebrity in Livestreaming E-Commerce on Purchase Intention From The Perspective of Emotional Contagion,” Journal of Retailing and Consumer Services, Vol. 63, 102733.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., and Fan, M., 2021, “How Social Presence Influences Impulse Buying Behavior in Live Streaming Commerce? The Role of S-O-R Theory,” International Journal of Web Information Systems, Vol. 17, No. 4, 300-320.
Mudambi, S. M. and Schuff, D., 2010, “Research Note: What Makes A Helpful Online Review? A Study of Customer Reviews on Amazon. Com,” MIS Quarterly, Vol. 34, No. 1, 185-200.
Mummalaneni, V., 2005, “An Empirical Investigation of Web Site Characteristics, Consumer Emotional States and Online Shopping Behaviors,” Journal of Business Research, Vol. 58, No. 4, 526-532.
Nelson, P., 1970., “Information and Consumer Behavior,” Journal of political economy, Vol. 78, No. 2, 311-329.
Parihar, S. and Dahake, P., 2020, “Advertising Appeal: A Tool to Influence Consumer Purchase Intentions towards E-Commerce Websites,” International Conference On E-Business, E-Management, E-Education and E-Governance (ICE4-2020), Osaka, Japan.
Park, H. J. and Lin, L. M., 2020, “Exploring Attitude–Behavior Gap in Sustainable Consumption: Comparison of Recycled and Upcycled Fashion Products,” Journal of Business Research, Vol. 117, 623-628.
Petty, R. E. and Cacioppo, J. T., 1986, The Elaboration Likelihood Model of Persuasion. Communication and Persuasion, 1st, New York: Springer.
Prashar, S., Sai Vijay, T., and Parsad, C., 2017, “Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework,” Vikalpa, Vol. 42, No. 1, 1-18.
Robert, D. and John, R., 1982, “Store Atmosphere: An Environmental Psychology Approach,” Journal of Retailing, Vol. 58, No. 1, 34-57.
Saad, M. and Metawie, M., 2015, “Store Environment, Personality Factors and Impulse Buying Behavior in Egypt: The Mediating Roles of Shop Enjoyment and Impulse Buying Tendencies,” Journal of Business and Management Sciences, Vol. 3, No. 2, 69-77.
Sharma, S., Menard, P., and Mutchler, L. A., 2019, “Who to Trust? Applying Trust to Social Commerce,” Journal of Computer Information Systems, Vol. 59, No. 1, 32-42.
Singh, S. and Srivastava, S., 2018, “Moderating Effect of Product Type on Online Shopping Behaviour and Purchase Intention: An Indian Perspective,” Cogent Arts & Humanities, Vol. 5, No. 1, 1-27.
Stephen, A. T. and Toubia, O., 2010, “Deriving Value from Social Commerce Networks,” Journal of Marketing Research, Vol. 47, No. 2, 215-228.
Sun, Y., Shao, X., Li, X., Guo, Y., and Nie, K., 2019, “How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective,” Electronic Commerce Research and Applications, Vol. 37, 100886.
Thayer, R. E.,1978, “Toward a Psychological Theory of Multidimensional Activation (Arousal),” Motivation and Emotion, Vol. 2, No. 1, 1-34.
Turban, E., Bolloju, N., and Liang, T. P., 2010, “Social Commerce: An E-Commerce Perspective,”, Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business, Honolulu, Hawaii, USA.
Turban, E., King, D., Lee, J. K., Liang, T. P., and Turban, D. C., 2015, “Social Commerce: Foundations, Social Marketing, and Advertising,” Electronic commerce, Springer: 309-364.
Utkarsh, and Gupta, N., 2019, “Message Strategy of Promotional E-Mails in India: A Content Analysis,” International Journal of Electronic Marketing and Retailing, Vol. 10, No. 4, 351-367.
Verhagen, T. and Dolen, V. W., 2011, “The Influence of Online Store Beliefs on Consumer Online Impulse Buying: A Model and Empirical Application,” Information & Management, Vol. 48, No. 8, 320-327.
Weathers, D., Sharma, S., and Wood, S. L., 2007, “Effects of Online Communication Practices on Consumer Perceptions of Performance Uncertainty for Search and Experience Goods,” Journal of Retailing, Vol. 83, No. 4, 393-401.
Wells, B., Burnett, J., and Moriarty, S., 1992, Advertising: Principles and Practice, 2nd, New Jersey: Prentice Hall, Englewood Cliffs.
Williams, R., 2021, “Retail Marketers Invest in Livestreams to Establish Shopping's 'Next Normal',” https://www.marketingdive.com/news/retail-marketers-invest-in-livestreams-to-establish-shoppings-next-normal/593634/, accessed on January 5.
Wongkitrungrueng, A. and Assarut, N., 2020, “The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers,” Journal of Business Research, Vol. 117, 543-556.
Wu, W. Y., Lee, C. L., Fu, C. S., and Wang, H. C., 2013, “How Can Online Store Layout Design and Atmosphere Influence Consumer Shopping Intention on a Website?,” International Journal of Retail & Distribution Management, Vol. 42, No. 1, 4-24.
Xiang, D., Zhang, L., Tao, Q., Wang, Y., and Ma, S., 2019, “Informational or Emotional Appeals in Crowdfunding Message Strategy: An Empirical Investigation of Backers’ Support Decisions,” Journal of the Academy of Marketing Science, Vol. 47, No. 6, 1046-1063.
Xu, P., Chen, L., and Santhanam, R., 2015, “Will Video Be The Next Generation of E-Commerce Product Reviews? Presentation Format and The Role of Product Type,” Decision Support Systems, Vol. 73, 85-96.
Xu, X., Wu, J.-H., and Li, Q., 2020, “What Drives Consumer Shopping Behavior in Live Streaming Commerce?,” Journal of Electronic Commerce Research, Vol. 21, No. 3, 144-167.
Yang, C. H. and Tua, J. C., 2016, “Study on the Influence of the Expression Effect of Green Public Service Advertising on the Viewers Brought By its Appeal Method,” 2016 International Conference on Advanced Materials for Science and Engineering (ICAMSE), IEEE, Tainan, Taiwan.
Zhang, H., Sun, J., Liu, F., and Knight, J. G., 2014, “Be Rational or Be Emotional: Advertising Appeals, Service Types and Consumer Responses,” European Journal of Marketing, Vol. 48, No. 11-12, 2105-2126.
Zhao, S., Fang, Y., Zhang, W., and Jiang, H., 2020, “Trust, Perceived Benefit, and Purchase Intention in C2C E-Commerce: An Empirical Examination in China,” Journal of Global Information Management, Vol. 28, No. 1, 121-141.
Zhen, F., Du, X., Cao, J., and Mokhtarian, P. L., 2018, “The Association Between Spatial Attributes and E-Shopping in The Shopping Process for Search Goods and Experience Goods: Evidence From Nanjing,” Journal of Transport Geography, Vol. 66, 291-299.
Zhou, J., Zhou, J., Ding, Y., and Wang, H., 2019, “The Magic of Danmaku: A Social Interaction Perspective of Gift Sending on Live Streaming Platforms,” Electronic Commerce Research and Applications, Vol. 34, 100815.
Zhu, L. Li, H. Wang, F. K., He, W., and Tian, Z., 2020, “How Online Reviews Affect Purchase Intention: A New Model Based on The Stimulus-Organism-response (S-O-R) Framework,” Aslib Journal of Information Management, Vol.72, No. 4, 463-488