高齡者認知影響因素與廣告溝通效果之關係

The Relationship between Cognitive Influential Factors and Advertising Communication Effects

余淑吟(Shu-Yin Yu)

中原大學/設計學院/設計學博士學位學程/博士(2011年)

https://doi.org/10.6840/CYCU.2011.00166

摘要

各國高齡人口的快速增加，牽動著世代之間的關係，也使得高齡市場的重要性逐漸提高。瞭解高齡者的行銷需求與認知差異，以提升高齡族群的溝通效果，不僅可以促進高齡消費市場的蓬勃發展，也會提高高齡者的社會角色與地位，這對於緩和高齡人口的社會衝擊，將是一個積極正面的方法。本研究以65歲以上高齡者為對象，藉由認知年齡、認知需求、生活滿意度與廣告信任度四個變項的調查，來了解與高齡者廣告溝通效果的關係。其中，認知年齡與生活滿意度是高齡者重要的生活指標，而認知需求與廣告信任度則是高齡者對接觸媒體資訊與閱讀訊息的接受指標。研究採用李克特五點量尺進行調查，主要以T檢定、變異數分析等方法進行假設驗證，而預測檢定則以迴歸分析來檢驗其顯著性。
研究結果顯示高齡者的消費心理較無複雜的交互關係。高認知年齡、低認知需求與高廣告信任度之高齡者，對廣告溝通有較明確且較佳的效果；一、高認知年齡之高齡者傾向於低認知需求、低生活滿意度和高廣告信任度；二、高認知需求之高齡者，則是傾向於低認知年齡、低廣告信任度；三、高廣告信任度之高齡者，有高認知年齡與低認知需求。
此外，高認知年齡者有較低的自我知覺，會傾向於低價值認同，對自我觀感產生不滿意，也因此容易受到外在資訊的影響而改變其認知或行為。而低認知需求之高齡者對訊息接收度高，容易受到操弄而有所動搖。高廣告信任度之高齡者本身對廣告資訊接受度高，較少對媒體提供的訊息產生感知不一致的現象。最後，潛在高齡消費族群是以低生活滿意度之高齡者為最好的選擇對象，他們對生活未能達到自我期望的目標，而容易傾向於拒絕接受實際生活狀況，自我知覺會被價值所左右。研究結果可提供高齡消費族群行銷溝通的參考。

關鍵字

高齡者 ； 廣告 ； 溝通效果 ； 認知影響因素

並列摘要

The rapid increase of the elderly population in various countries has affected the relationship among generations, and enhanced the importance of the elderly market. Understanding the marketing needs and cognitive differences among the elderly enhances the communication effects with the elderly, which not only can promote development in the elderly consumption market, but also enhance the social role and status of the elderly. This will be a proactive and positive method to lessen the social impact of the elderly population. This study treated the elderly of over 65 years old as research subjects, and investigation of the four variables of perceived age, perceived need, life satisfaction, and trust for advertising is used to understand their relationships with advertising and communication effects with the elderly. Among them, perceived age and life satisfaction are important life indicators for the elderly, and perceived need and trust for advertising are acceptance indicators for the elderly in contact with media information and reading information. The study used Likert 5-point scale for measurement, and t-test and variance analysis were conducted to verify the hypotheses, while the predictive tests used regression analysis to test for significance.
Results of this study showed that the consumption psychology of the elderly does not show complex interrelationships. The elderly with high perceived age, low perceived need, and high trust for advertising have clearer and better effects for advertising communication; 1) the elderly with high perceived age are inclined toward low perceived need, low life satisfaction, and high trust for advertising; 2) the elderly with high perceived need are inclined toward low perceived age and low trust for advertising; 3) the elderly with high trust for advertising show high perceived age and low perceived need. Those with high perceived age have lower self-perception, and are inclined toward low value identification, dissatisfied in their self-view, and so they are easily affected by external information to change their perceptions or behaviors. The elderly with low perceived need are likely to receive information and be swayed by manipulation. The elderly with high trust for advertising have a higher degree of acceptance for advertising information, and there tends to be less cognitive dissonance for the media information. Finally, the potential elderly consumption group is the elderly with low life satisfaction as the optimal choices; they do not meet their self-expectations in living, tend to reject actual living conditions, and their self-perception would be swayed by value. It is possible to enhance the happy feeling of the elderly or atone for them with satisfaction and comfort. There should be positive assertions in the disseminated information, and there should be perception of one’s own value or to make up for differences in social experiences to enhance the acquisition of satisfaction.

並列關鍵字

Communication Effect ； Advertisement ； Elderly ； Cognitive Influential Factor

參考文獻

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