近年來多數企業藉由微電影來宣傳品牌及產品，透過微電影進行商品的廣告行銷已儼然成為行銷趨勢。
本研究的主要目的是想要探討消費者在觀看不同情感類型的微電影時，對於品牌態度、廣告效果的影響。本研究將情感劃分為四個構面；正面情感強度強、正面情感強度弱、負面情感強度強、負面情感強度弱，並從中華民國微電影協會2012~2015年度十大微電影為挑選基礎，挑選四部符合各構面之相對的微電影當作實驗素材。
本研究採用發放實體問卷方式進行調查，共回收實體問卷90份，總計本研究共回收有效樣本83份，樣本有效性為92.22%。經研究分析後，負面情感強度強的微電影對品牌態度、廣告效果具有正向的影響，負向情感強度強的微電影中觸發了受試者在過去情緒上的未竟事宜，並與電影中的角色產生共鳴，因此對品牌態度與廣告效果有正向的態度。
In recent years, most companies through micro-film to promote the brand and products, through micro-film advertising marketing has become a marketing trend.
The main purpose of this study is to explore the consumer in the view of different types of emotional micro-film, the brand attitude, the impact of advertising effective-ness. In this study, the emotion is divided into four facets. The positive emotion inten-sity is strong, the positive emotion intensity is weak, the negative emotion intensity is strong, the negative emotion intensity is weak, and from the Micro Movie Association in 2012 to 2015, the selection of four in line with the composition of the relative mi-cro-film as experimental material.
In this study, a total of 90 physical questionnaires were collected, and 83 valid samples were recovered in this study. The validity of the samples was 92.22%. After the analysis of the study, the negative emotional strength of the micro-film on the brand at-titude, advertising effect has a positive impact, negative emotional intensity of the mi-cro-film triggered the subjects in the past emotional unfinished business, and with the film the role of resonance, so the brand attitude and advertising effect of a positive at-titude.
