本研究以刺激-有機體-反應(SOR)理論為基礎，以五種廣告訴求當作外在環境的刺激，主要的研究目的是，了解哪些廣告訴求會影響消費者在Facebook直播拍賣中的觀看情緒，進而產生下標意圖(研究一)。第二個研究目的是了解販售不同類型的產品時更適合用哪些廣告訴求來吸引消費者(研究二)。研究一透過問卷法並回收194份問卷；研究二透過實驗法回收283份實驗數據結果顯示，感性訴求和權威訴求會正向顯著影響顧客的情緒(愉悅與喚起)；而愉悅和喚起情緒會正向影響顧客的下標意圖。研究二以產品類型做為干擾變數的研究結果顯示，經驗品較適合使用權威訴求來影響消費者情緒；而搜尋品較適合使用理性訴求影響消費者的情緒，進而產生下標意圖。

Based on the stimulus-organism-response theory (SOR), this study uses five types of advertising appeals as stimuli to the external environment. The first research purpose is to explores which advertising appeals will affect consumers' viewing emotions in Facebook live auctions, and ultimately produce purchase intentions (study 1). The second research purpose is to understand which advertising appeals are more suitable to attract consumers when selling different types of products (study 2). The results of the study show that emotional appeals and authoritative appeals will positively and significantly affect customers' emotions, while pleasure and arousal will affect purchase intentions. In addition, this study further distinguishes products into experience products and search products in study 2. The research results show that experience products are more suitable for using authority appeal to influence consumers emotions, which in turn lead to bidding intentions; search products are more suitable for using emotional appeals to influence consumer emotions.