| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 104 === This study employed Internet survey research and was based on two concepts: a subject’s physical attractiveness and conversational human voice communication in an attempt to investigate whether Facebook Fan-page sales are positively influenced by using different ad presentation formats as compared with the traditional on-line sales approaches. Further, the advertising exposure effect was isolated as a moderating variable in an effort to discuss the role that the message exposure mode of Facebook Fan-page selling plays in the interaction between ad presentation formats and communication effects, and whether such exposure will change the ad presentation format’s influence on communication.
In this study, 389 valid samples were collected. The research results indicated that when a Facebook Fan-page operator used normally attractive models to display goods, the advertising communication effects were better than when highly attractive models were used. Moreover, the use of a conversational human voice when presenting product information also had a better advertising communication effect than a corresponding use of a more formal or authoritative voice. Additionally, the moderating variable exposure frequency was found not to have any significant moderating role between ad presentation formats and communication effects; similarly, normally attractive subjects and conversational human voice influences on communication effects showed no significant differences because of exposure frequency.
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