四、 對後續研究者之建議
本研究提供幾個可供後續研究學者參考之建議或發展方向：
(一) 提升樣本代表性
本研究主要研究樣本為本校學生，若後續研究者可將受試樣本擴大至各地區、
學經歷背景、各個年齡層之範圍，其所得研究結果將更能類推至一般化。
(二) 變數之操弄
本研究實驗之廣告內容設計的中央線索與周邊線索，尚覺得在周邊線索方面 不夠鮮明，也略顯不足，建議後續研究者可多增加一些周邊線索，以增加ELM 模式理論在公益廣告可實踐與否之確定性。
(三) 發展其他生理訊號變數的相關評估
本研究認為廣告效果的相關評估是需要生理訊號這類客觀的數值來支持、驗 證研究結果的，因此建議後續研究者可增加其他相關生理訊號之變數來衡量其與 廣告效果的相關性，以提升研究結果在實務上的貢獻。
(四) 廣告設計多樣化
本研究實驗之廣告排版是以多數社群網路之文章呈現方式設計，即文字在上、
圖片在下，建議後續研究者可以不同的排版樣式呈現，來探討是否有不同之研究 結果。
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附錄一、前測施測問卷模式範例
99
附錄二、實驗施測廣告 _理性訴求
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附錄三、實驗施測廣告 _情感性訴求
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附錄四、實驗施測廣告 _恐懼性訴求
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103
二、公益廣告涉入程度
非 常 不 同 意
不 同 意
普 通
同 意
非 常 同 意 1. 我覺得做公益是一件很重要的事。 □
□ □ □ □
2. 我覺得從事公益活動是很有價值的。 □□ □ □ □
3. 在我能力所及，我會願意從事公益活動。 □ □ □ □ □ 4. 我經常會轉寄公益相關的訊息給朋友。 □□ □ □ □
5. 對我來說，公益廣告的相關訊息是會吸引我的。
□
□ □ □ □
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附錄六、廣告態度與購買意願量表
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附錄七、廣告回憶量表
請就你對剛剛的三張圖片之相關問題印象來做回答。
第一個廣告 第二個廣告 第三個廣告
廣告標題 狗狗品種 安樂死日期 領養地點