當前國際電影市場與影展蓬勃發展，使閱聽人得以大量接觸來自不同國家的電影產品，相互競逐閱聽人的注意力與市場目光。依據文化接近性理論，閱聽人傾向選擇在文化上與自身較為接近的媒體產品；現在的台灣電影市場便充斥著由不同國家製作、具有多元文化特質的影視作品，如何在眾多選項中脫穎而出，吸引閱聽人進行消費，已成為電影行銷團隊所面臨的重要挑戰。本研究以電影預告片為研究標的，結合解釋水平理論（Construal Level Theory）中層級匹配效應及其社會距離概念，探討能否透過訊息設計降低文化差異對消費者廣告態度的負面影響，並討論電影廣告態度、共同觀看電影意願與轉發廣告意願之關係。
研究採二因子受試者間實驗設計（Two-factor between-subjects design），並以網路實驗法進行資料蒐集，研究對象為20至39歲之台籍閱聽人，最終共回收132份有效問卷。研究結果顯示，閱聽人所感知到的社會距離會對電影廣告態度產生顯著負向影響，但能透過近遠社會距離與電影產品的次要主要特徵的交互作用，顯著影響廣告態度。並且廣告態度會正向影響閱聽人的共同觀看電影意願，接著對其廣告分享意願產生正向影響。學術上，本研究將解釋水平理論拓展應用至電影廣告領域，發現在呈現近社會距離與遠社會距離內容的電影廣告中，分別強調電影產品之次要與主要特徵的廣告訊息，能提升閱聽人的廣告態度，使其產生正面的共同觀看電影與廣告分享意願。實務上，藉前述結果提供行銷人員外國電影廣告設計見解，以及基於閱聽人共同觀影習慣的行銷策略觀點。

With the rapid growth of the global movie market and film festivals, audiences are increasingly exposed to movies from different countries, leading to intense competition for audience attention among cultural products. According to the theory of cultural proximity, audiences tend to prefer media products that are culturally closer to their own. However, the Taiwanese movie market is saturated with movies from various countries and featuring different cultural characteristics, making it a significant challenge for film marketing teams to attract consumers.
This study focuses on movie trailers and integrates the construal fit phenomenon and social distance concept from construal level theory to examine whether message design can mitigate the negative effects of cultural differences. In addition, this study also discusses the relationship between advertising attitudes and subsequent behavioral intentions, including the co-viewing intention of the movie and the forwarding intention of the advertisement.
A two-factor between-subjects experimental design was employed, and data were collected through an online experiment. The sample consisted of Taiwanese participants aged 20 to 39. A total of 132 valid responses were collected. The study found that social distance would have a negative effect on advertising attitudes. Furthermore, the interaction effect of social distance and the movie’s product features could significantly impact advertising attitudes, which could positively enhance audiences’ co-viewing intentions and lead to the intentions to forward the trailer.
Academically, this research extends the application of construal level theory to movie advertisements. The results indicate that, in movie advertisements with high versus low social distance, emphasizing secondary versus primary attributes of the film products, respectively, can enhance audience attitudes toward the advertisement, thereby having a positive impact on intentions for movie co-viewing and advertisement forwarding. From a practical perspective, the results not only provide suggestions on the message design of foreign movie advertisements, but also offer a strategy based on audiences’ co-viewing habits.

中文書目
中央社（2024年2月17日）。〈台灣導演陳潔瑤等新片提案 前進歐洲電影市場展〉，《中央廣播電台》。https://www.rti.org.tw/news/view/id/2196037
文化內容策進院（2022年10月15日）〈臺灣電影進軍法國 文策院與歐洲影視品牌mk2合作 串流實體同步播映〉。《文化內容策進院官網》https://taicca.tw/latest_news/news/detail/340
文化內容策進院（2024年8月）。〈2023年臺灣文化內容消費趨勢調查報告〉。
邵鈺珊（2022年10月4日）。〈4個發現，從影視觀看喜好看男女思維差異〉。《關鍵議題中心》。 https://research.tnlmedia.com/article/64
財團法人台灣網路資訊中心（2023年8月29日）。〈2023年台灣網路報告〉。《台灣網路報告官網》。https://report.twnic.tw/2023/
陳逸穎（2017）。〈影響院線電影消費行為因素探討〉（碩士論文）。取自https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=wnfMZF/record?r1=1&h1=0
曾文永與倪瑛蓮（2017）。〈構念層次理論在運動消費研究之應用〉，《中華體育季刊》，31，75-84。https://doi.org/10.3966/102473002017033101010
臺灣傳播調查資料庫〈「臉書是中年族群才會使用的平台嗎？」－探討台灣民眾的新媒體使用〉《TCS電子報》。https://crctaiwan.dcat.nycu.edu.tw/ResultsShow_detail.asp?RS_ID=165

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