迷因的幽默詼諧總能帶來意料之外的「笑果」，且迷因也由單純的幽默梗圖逐漸 被應用至廣告行銷領域，然而這樣的笑果是否能轉換為效果呢？本研究以推敲可能性 模式為基礎，採用線上調查實驗法探討迷因廣告的說服路徑及廣告效果。研究發現有 三：第一，當消費者的產品涉入感低時，傾向採取周邊路徑，符合推敲可能性模式之 內涵；第二，手機價格高低不影響訊息處理路徑的選擇；第三，中央路徑及周邊路徑 所影響的廣告效果有所差異。

Memes have gradually been applied to the marketing domain with simple humorous pictures, video, music, action, etc. However, could memes actually convert into advertising effects? This study is based on Elaboration Likelihood Model, and adopted the online investigation experiment method. The result shows that when consumers’ product involvement is low, they tend to adopt peripheral route, which is consistent with the ELM. And the price of mobile phones does not affect the choice of information processing paths, the advertising effects of central and peripheral routes are different.