|Abstract: ||資訊分享行為是人際互動中不可或缺的一環，人們藉由彼此的交流與他人進行重要或是專屬的資訊傳播，而社群媒體的出現也促進了資訊分享的傳播，對群眾而言，分享的效率更加快速，對企業主而言，消費者之間經驗分享也藉由網路的方式加速了產品與服務的曝光率。在許多研究中，感性的廣告若能引發消費者的感受與情緒，讓消費者產生共鳴，而廣告所引起的情緒維度，也牽動著消費者分享的動力(Jonah Berger ,2011)，透過廣告所帶給消費者高喚起的情緒，促使增加其分享意圖，讓消費者願意用各種管道如Facebook、Google+、Twitter等自動分享出去，達到一傳十、十傳百快速散播的功效，而這種快速且大量的分享，正是造成病毒式行銷的前提。|
;Information sharing behavior is an integral part of human interaction , people communicate with each other by others important or proprietary information dissemination , and the emergence of social media to promote the efficiency of information sharing , the share efficiency more quickly , for business owners , consumers experience sharing between each other is also explosive. In many studies , sensual ads triggered if the feelings and emotions of consumers , allowing consumers to resonate , and caused emotional dimension of advertising , but also affects consumers to share (Jonah Berger, 2011), through advertising that give consumers high evoke emotions , prompting the intention to increase its share , so that consumers are willing to use a variety of channels such as Facebook, Google+, Twitter , etc. automatically share out, reached a mass ten, one hundred rapid spread of effect, and this fast and a lot of sharing , it is makes viral marketing .
The study proposed three hypotheses, using the experimental method to design the experiment , the ads into positive and negative advertising two situations , then use SAM (Self-Assessment Manikin) to measure the subject′s emotional valence and arousal , and to measure the subject′s attitude and sharing intention of advertising . After analysis, the emotional valence does not affect ad attitude and sharing intention , the hypothesis can not be established ; while highly aroused can lead to higher advertising attitude and sharing meaning, and higher advertising approach can also lead to a higher share intentions, hypotheses are true .
This study analyzed the ad caused emotional potency and evoke extent to explore what types of ads that can cause strong emotions audience, and the audience will be driven to do sharing behavior , principles and provide a direction to follow the advertiser .