本研究以圖、文設計的廣告文案方式在探討行動廣告行銷，在兩種不同類型的廣告訴求，分別為「理性訴求」與「感性訴求」的廣告效果，並且將不同類型的「廣告代言人」（國內、國外代言人）以及涉入程度的高低納入研究的考量中。本研究以2×2的實驗方式進行，並將實驗對象區分為高涉入產品與低涉入產品二組分別進行。至於廣告效果方面，則基於在不同的「廣告訴求」與「廣告代言人」對消費者是否達到顯著影響的考量下，用以衡量廣告效果中的「廣告態度」、「品牌態度」及「購買意願」。本研究結果如下所示： 一、在不考量涉入程度的情況下，高涉入產品與低涉入產品造成相互抵銷之影響，因此訊息訴求（理性訴求、感性訴求）與廣告代言人（國內、國外代言人）對廣告態度、品牌態度及購買意願均無明顯差異。 二、在高涉入程度的情況下，感性訴求方式對廣告態度較具有影響力；在低涉入程度的情況下則是理性訴求方式對廣告態度能產生較好的影響。 三、在高涉入程度情況下，感性訴求對於品牌態度之影響高於理性訴求對品牌態度之影響，而在低涉入產品下則相反。 四、在高涉入程度情況下，國外代言人對於購買意願之影響高於國內代言人對購買意願之影響，而在低涉入產品下則相反。

The study focused on figure and text advertising contest in M-commerce and divided into two parts as rational appeal and emotional appeal advertising effects. And how different types of endorsers, both domestic and foreign, affect advertising outcome, were concerned in different involvement merchandises. The study adopted 2X2 experimental method and divided the sample into two groups of high involvement product and low involvement one. For advertising effects, it tended to figure out whether advertising appeal and endorser would significantly affect consumers' attitude toward advertising and brand name and purchasing willingness. The final results showed that (1) no sifnificant different revealed that rational and emotional appeals and endorser would influence consumers' attitude toward advertising, brand name, and purchasing decision; (2) emotional appeals advertising would be used in high-involvement products that would influence consumers' advertising attitude; (3) high-involvement products often adopted emotional appeal advertising to build brand name in consumers' mind; and (4) foreign endorser would expose higher effect for purchasing decision to high-involvement product than domestical one.