在社群媒體蓬勃發展的脈絡下，能夠吸引閱聽人目光與引發大量分享留言互動的實時行銷廣告獲得了品牌方的青睞，然而，目前國內對實時行銷之相關文獻不多，我們不禁好奇，在傳播相關理論框架的指導下，實時行銷何以引發高度分享並收穫流量成效？本研究以情緒構面理論檢視之，並分別設計了情緒價向（正－負）與喚起程度（高－低）的刺激物進行實驗，結果顯示正向情緒與高喚起程度之實時行銷廣告對分享意圖有正面影響、高喚起程度對點擊意圖有正面影響。

With the vigorous development of social media, real-time marketing advertisements, a kind of marketing strategy that can attract the attention of audiences and trigger many sharing messages, have won the favor with brands. However, there are not many relevant literatures on real-time marketing in Taiwan at present. We can't help wondering how real-time marketing trigger sharing intention, and what communication relevant theoretical framework can guide us to explore this situation? This study examines it with dimensional theories of emotion, and designs stimuli with valence (positive and negative) and arousal (high and low) for experiments. The results found that the real-time marketing advertisement with positive emotion and high arousal can lead to higher sharing intention, and the high arousal can lead to higher click intention.