廣告類型豐富多元，然而對於第一人稱視角廣告的相關研究仍相當有限。本文採用線上調查實驗，從社會認知理論的角度，探討第一人稱視角廣告是否提升自我效能及廣告效果，並討論不同主題的廣告是否會對自我效能及廣告效果產生不同程度的影響。結果發現第一人稱視角廣告會透過觀察學習的正向中介作用影響自我效能及廣告效果，並且在旅遊APP及汽車廣告中影響最大。 

There are many types of advertisements, but research on first-person perspective advertisements is still quite limited. This study uses an online survey experiment to explore whether ads from a first-person perspective can improve self-efficacy and advertising effectiveness from the perspective of social cognitive theory, and discuss whether different themes of advertising can have different degrees of self-efficacy and advertising effectiveness. It was found that first-person perspective advertising would affect self-efficacy and advertising effectiveness through the positive mediating effect of observation learning, and it would have more impact in travel apps and car advertising.