當圖像分散注意力時：透過研究屬性類型、代言人存在和廣告格式對感知可信度與消費者行為的影響，優化金融服務廣告效果

Abstract

本研究探討金融顧問廣告中信任屬性與搜尋屬性對消費者參與意願的影響，並評估呈現方式（純文字 vs. 圖片加對話）和廣告可信度的作用。一般的觀念認為只要提供更多資訊，就能夠提升廣告效果（Emons, 1997; Mitra, 1999）；但本研究發現在金融服務的場景中，附加資訊（如代言人圖片）的存在，可能會對描述信任與搜尋屬性的廣告產生不同的影響。 本研究借鑒了推敲可能性模型（Petty & Cacioppo, 1986）和線索診斷框架（Purohit & Srivastava, 2001），假設在純文字格式下，描述信任屬性的廣告相較於描述搜尋屬性的廣告會導致較低的可信度（H1）。研究同時提出廣告形式與屬性類型之間存在交互作用影響可信度（H2），其中在描述信任屬性的文字中加入代言人圖片會提高可信度（H2A），而在描述搜尋屬性的文字中加入代言人圖片則會降低可信度（H2B）。 三個假設在2（屬性類型：信任 vs. 搜尋）x 2（呈現方式：純文字 vs. 圖片加文字）的實驗設計中得以驗證。本文利用高品質數據平台Prolific進行調查，參與者被隨機分配接觸某一版本的金融服務廣告，展示不同組合的屬性類型和展示形式。研究結果得到廣告可信度（Appelman & Sundar, 2016；Kim & Sundar, 2012）及推敲可能性模型（Petty & Cacioppo, 1986）的研究支持，表明屬性類型、代言人圖片與展示形式之間的交互作用，顯著影響金融服務的消費者信任與決策。 本研究填補了文獻空白，探討金融服務廣告中屬性類型與展示形式如何影響消費者對可信度的感知和選擇。先前研究著重於信任屬性和搜尋屬性的特徵（Darby & Karni, 1973；Emons, 1997）以及代言人的重要性（Ohanian, 1990；Pornpitakpan, 2004），但少有研究檢視這些因素如何相互影響消費者的認知與意圖，尤其是廣告形式的調節作用。透過研究這些獨特的關聯，本研究為金融服務廣告的效果提供更細緻的洞察，具有理論和實務價值。 研究結果為金融機構提供寶貴建議，指出額外資訊（如代言人圖片）不一定能提高廣告效果，甚至可能對搜尋屬性廣告產生負面影響。透過多元回歸分析確定最佳的廣告屬性與展示形式組合，本研究有助於制定營銷策略，提高金融服務的消費者參與度。本文檢驗了廣告內容、代言人可信度與展示形式的互動，為金融服務廣告文獻（如Johnson & Peterson, 2014；Rajaobelina等，2019）提供了重要貢獻。 基於本研究結果，未來研究可檢視消費者的金融素養（Huston, 2010）、風險感知（Lee & Moghavvemi, 2015）及財務承諾對金融服務參與意願的影響。調查消費者特徵（如金融素養與參與度）（Laurent & Kapferer, 1985）、情境因素（如時間壓力）（Suri & Monroe, 2003）及決策重要性（Chaiken, 1980）的調節作用，將為不同廣告形式與屬性類型的有效性提供全面的認識，揭示感知財務承諾、風險感知等因素如何影響消費者決策，從而制定有效的廣告策略，緩解消費者疑慮，增強對金融服務的信任。

This study investigates the impact of credence and search attributes in financial advisor ads on consumer willingness to engage, assessing the influence of presentation formats (text-only vs. pictures with dialogue) and ad credibility. Challenging the common belief that providing more information will always enhance ad effectiveness, no matter its attribute (Emons, 1997; Mitra, 1999), this study proposes that in the context of financial services, the presence of additional information, such as a spokesperson's picture, may have a differential effect on consumer willingness to use ads describing credence and search attributes. Drawing upon the Elaboration Likelihood Model (Petty & Cacioppo, 1986) and the Cue Diagnosticity Framework (Purohit & Srivastava, 2001), this study hypothesizes that text-only ads describing credence attributes will lead to lower perceived credibility compared to ads describing search attributes (H1). The study also proposes an interaction between ad format and attribute type on perceived credibility (H2), where adding a spokesperson's picture alongside text describing credence attributes will lead to higher perceived credibility (H2A), while adding a spokesperson's picture to text describing search attributes will lead to lower perceived credibility (H2B). The hypotheses were examined in a 2 (attribute type: credence vs. search) x 2 (presentation format: text-only vs. picture with text) experimental design. This thesis analyzed responses from participants recruited through Prolific, who were exposed to one of four versions of an advertisement for the same financial service. The findings, supported by research on ad credibility (Appelman & Sundar, 2016; Kim & Sundar, 2012) and the ELM (Petty & Cacioppo, 1986), suggest that the interaction between attribute type, spokesperson presence, and ad format can significantly influence consumer trust and decision-making in the financial services context. This research addresses a significant gap in the literature by examining the combined effect of attribute type and ad format on perceived credibility and consumer choice likelihood in financial services advertising. While previous studies have investigated credence and search attributes (Darby & Karni, 1973; Emons, 1997) and spokespersons in advertising (Ohanian, 1990; Pornpitakpan, 2004), there is limited research on how these factors interact to influence consumer perceptions and intentions, particularly regarding the moderating role of ad format. The study contributes to a more nuanced understanding of advertising effectiveness in the financial services sector, offering valuable insights for both theory development and practical application. The findings offer valuable managerial insights for financial institutions, highlighting that a spokesperson's picture may not always enhance ad effectiveness and can negatively affect the perceived credibility of ads describing search attributes. By identifying optimal combinations of ad attributes and formats, this study guides the development of targeted marketing strategies that optimize consumer engagement in the financial services sector. The findings contribute to the growing body of literature on financial services advertising (Johnson & Peterson, 2014; Rajaobelina et al., 2019) by examining the interplay between ad content, spokesperson credibility, and presentation format. Building upon these findings, future research could examine the effects of consumer financial literacy (Huston, 2010), perceived risk (Lee & Moghavvemi, 2015), and financial commitment levels on willingness to engage with financial services. Additionally, investigating consumer characteristics and situational factors (Laurent & Kapferer, 1985; Suri & Monroe, 2003; Chaiken, 1980) could provide a more comprehensive understanding of the boundary conditions for different ad formats and attribute types in financial services advertising. This exploration would extend our understanding of how various factors influence consumer decision-making, providing deeper insights into effective advertising strategies.