保健食品廣告標語效果的人口學特質差異性研究

本研究旨在探討廣告標語的人口學特質差異性及其語詞結構的喜好度。研究採用問卷調查法，受訪對象為20-69歲居住於臺灣地區之民眾，問卷設計選取6種語詞結構，進行語詞的排列組合，讓受訪者選取最滿意與最喜好的語詞結構。抽樣採用網路便利抽樣，問卷回收983份。研究結果顯示受訪者之男女比例相當平均，且年齡、學歷、月收入、居住地點等方面分佈也相對均衡。約30.2%的受訪者在近3個月內看過保健食品廣告，而實際購買的比例為45.3%。然而，不同廣告標語間仍存在比例差異，部分廣告可獲得較高的滿意度。如動賓結構反覆之廣告標語，其男女受訪者滿意度有顯著差異，而其他廣告語詞結構則未達顯著差異。在年齡別的差異分析，40-49歲的受訪者對多數的廣告標語結構呈現較高的滿意度，30-39歲組的滿意度則相對較低。在語詞結構的喜好度分析，不同廣告標語的語詞結構在受訪者間有顯著差異。如維他命B群的廣告標語，謂語反覆的語詞結構較受歡迎。總的來說，本研究提供了對保健食品廣告標語滿意度的多角度分析，包括人口學變項、性別差異、年齡別差異和語詞結構喜好度。這對保健食品業者制定行銷策略和廣告宣傳方案提供了有價值的參考，更有助於精準地定位目標受眾和廣告效果的提升。

關鍵字

廣告標語；語詞結構；保健食品；動賓結構；謂語反覆

並列摘要

This study aims to explore the demographic characteristics and preferences for linguistic structures in advertising slogans. Employing a questionnaire survey method, participants aged 20-69 residing in Taiwan were selected through online convenience sampling. The survey featured six linguistic structures, allowing respondents to choose their most satisfactory and preferred combinations. A total of 983 responses were collected. Results indicated a balanced gender ratio and even distributions across age, education, monthly income, and residential locations. Approximately 30.2% of respondents had seen health supplement advertisements in the past three months, with an actual purchase rate of 45.3%. Nonetheless, significant differences existed among various advertisement slogans, with certain slogans achieving higher satisfaction levels. Notably, the "Subject-Object Structure Repetition" slogan showed significant satisfaction disparities between male and female respondents, unlike other linguistic structures. Age-based analysis revealed that the 40-49 age group generally exhibited higher satisfaction with most advertisement slogans, while the 30-39 age group demonstrated relatively lower satisfaction levels. In terms of linguistic structure preferences, different advertisement slogans exhibited significant variations among respondents. For instance, the "Vitamin B Complex" advertisement slogan with repeated predicates proved more popular. In summary, this study provides a multifaceted analysis of satisfaction with health supplement advertisement slogans, encompassing demographic variables, gender differences, age disparities, and linguistic structure preferences. These findings offer valuable insights for health supplement industry professionals in formulating marketing strategies and advertising campaigns, facilitating more precise audience targeting and enhancing overall advertising effectiveness.