Plasmonic metal nanostructures with the intrinsic property of localized surface plasmon resonance can effectively promote energy conversion in many applications such as photocatalysis, photothermal therapy, seawater desalinization, etc. It is known that not only are plasmonically excited hot electrons generated from metal nanostructures under light irradiation, which can effectively trigger chemical reactions, but also plasmonically induced heating simultaneously occurs. Although plasmonic catalysis has been widely explored in recent years, the underlying mechanisms for distinguishing the contribution of hot electrons from thermal effects are not fully understood. Here, a simple and efficient self-assembly system using silver nanoislands as plasmonic substrates is designed to investigate the photo-induced azo coupling reaction of nitro- and amino-groups at various temperatures. In the experiments, surface-enhanced Raman spectroscopy is employed to monitor the time and temperature dependence of plasmon-induced catalytic reactions. It was found that a combination of hot electrons and thermal effects contribute to the reactivity. The thermal effects play the dominant role in the plasmon-induced azo coupling reaction of nitro-groups, which suggests that the localized temperature must be considered in the development of photonic applications based on plasmonic nanomaterials.