國立臺灣大學商學研究所Graduate Institute of Business Administration, National Taiwan University?乃華周軒逸Lien, N.H.N.H.LienChou, H.Y.H.Y.Chou2017-09-082018-06-282017-09-082018-06-282008-12http://ntur.lib.ntu.edu.tw//handle/246246/281657本研究旨在探討現任者的聲譽高／低以及?性／感性訴求型態，對於負面競選廣告的效果究竟有何影響。作者以實驗設計的方式，分別從廣告發起者是現任者或是挑戰者的?同面向?入，進???個實驗，研究結果發現：當負面廣告的發起人是現任者時，聲譽高的現任者比較?適合使用負面攻擊，因?如此一?，對於自己造成的傷害較大，其?使用感性訴求，則可以使傷害減少，而聲譽低的現任者，?發起負面攻擊，則??是使用?性或是感性訴求，並沒有顯著差?的效果；當負面廣告的發起人是挑戰者時，?其攻擊聲譽高的現任者，會對自己造成較大的傷害，然而，?攻擊聲譽低的，則會產生同情效應，使選民?加支持被攻擊者，因上述?種情況都產生於己??的結果，故挑戰者?適合使用負面競選廣告，?是執意使用，則以使用?性訴求?佳。Negative campaign ads have become an indispensable technique in modern day elections. Particularly for one-to-one elections, it is very common to see various ads attacking the other party, broadcast throughout the media. Although much research has been undertaken examining the effects of negative ads, the results are inconclusive and there are still many important issues worthy of further exploration. This paper investigates the effects of these ads on the incumbent's reputation. It also looks at which types of ads are important but were previously neglected by previous empirical research into negative campaign advertising. Based on the expectancy disconfirmation model and the theory of persuasive knowledge, we infer the hypotheses and conduct two experiments to explore the effects of these variables under different contexts: the ad sponsor being the incumbent or the challenger. Results indicate that when the sponsor is the incumbent, it is not beneficial for the incumbent to use attacking ads, as this leads to an increase in self imposed damage to reputation and a decrease in voters' voting intention to a greater degree than for those with lower reputation. Using emotional appeals would decrease the amount of damage done. As for low reputation incumbents, appealing types of advertisement do not make a significant difference to voter responses. When the ad sponsor was the challenger, attacking the high-reputation incumbent generated boomerang effect, causing greater damage to the sponsor, whilst attacking the low-reputation one would generate the victimsyndrome effect, improving voters' target evaluation, attitude, and voting intention toward the target. Thus it is not suitable for the challenger to use negative campaign ads. If he still decides to go with negative ads, rational appeals are more beneficial for him. Besides deceasing potential for self-inflicted damage, rational appeals would either make voters feel more unfavorable towards the targeted candidate or would maintain voters' political participation intent, depending on the incumbent's reputation. The implications of these and other findings are discussed.負面競選廣告；聲譽；訴求型態；期望失驗模式；Negative Campaign Advertisement；Reputation,Appealing Types；Expectancy Disconfirmation Modeljournal article