論文內容提要：

　　廣告是種說服性傳播，目的在促使消費者接受某種商品、勞務。在傳播的過程中，因預期購買商品、勞務所生之“風險知覺”不同，使得消費者循不同認知歷程處理廣告訊息。根據Petty與Cacioppo（1981）的觀點，風險知覺高時，消費者會循所謂的中樞路徑（Central route）處理廣告訊息，較注重訊息論點的說服力；而當風險知覺低時，會循所謂的周圍路徑（Peripheral route）處理廣告訊息，此時以訊息論點多寡、傳播者可信度高低對廣告目標的達成影響較大。

　　為驗證上述觀點，本研究以分層取樣法抽取454名高職夜校女生為受試，再將受試隨機分派到不同產品、可信度、論點說服力、及訊息量的實驗處理組中；而以自編問卷測量受試在產品購買傾向、產品資料蒐集、對廣告的態度、產品滿意度、廣告認知、及產品認知上的差異。

　　由變異數分析與共變數分析結果發現：

　　(1)兩類產品的廣告訴求引起了受試不同的反應，打字機組受試較面紙組受試有較多的資料蒐集行為、產品滿意度較低、產品認知較差、較不喜歡此廣告。

　　(2)面紙組受試中，訊息量少的其產品購買傾向高於訊息多組。而打字機組受試中，高可信的較低可信的廣告認知較好。

　　(3)在產品購買傾向等六個指標中，以「對廣告的態度」所能解釋的變異量較高，達顯著差異。由可信度、說服力、及訊息量的三因子交互作用顯示：三因子強度操弄若不一致，則喜歡廣告傾向增高。

　　(4)打字機組受試的三因子變異數分析結果，有可信度、說服力、及訊息量的交互作用。面紙組受試的三因子變異數分析結果，有可信度、說服力、及訊息量的交互作用。

　　(5)打字機組三因子共變數分析顯示：在說服力弱時，高可信度組較低可信度組喜歡廣告；而在說服力強時，低可信度組有較高可信度組喜歡廣告的傾向。

　　(6)面紙組三因子共變數分析顯示：低可信─低訊息量組與高可信─高訊息量組均較低可信─高訊息量喜歡廣告。

附錄F 參考文獻
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顏伯勤　廣告學術系列總序，見黃慧貞譯廣告學，台北市，桂冠圖書公司，民國72年。
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