高齡者代言運動裝備對於高齡消費者評估廣告之影響

運動已經成為一種風潮，運動用品之消費也占了民生支出很大之比重。再加上台灣有少子化問題及已成為高齡社會，許多健身房及運動中心開始設計出適合高齡者之運動內容，讓高齡者也可以一同參與運動之行列。讓高齡者可以有更多社會參與，達到活躍老化，讓身心靈皆健康。背後更代表高齡者對於運動裝備之需求也會跟著提升，可想而知運動產業在未來高齡市場中無可限量。所以許多品牌開始以高齡者作為品牌代言人，希望自身品牌形象及廣告可以與高齡者產生連結，形成正面的廣告效果，進而使高齡者願意購買品牌商品或推薦給親朋好友，讓品牌可以順利獲利。所以本研究欲探討高齡者代言運動裝備之廣告對於高齡消費者的廣告效果，並加入代言人性別、專業配適、語言態度做為調節變項。本研究利用實驗法，且採用受試者間設計，回收有效問卷共426份。結果發現高齡代言人對於高齡消費者在評估運動用品廣告時會有較好之廣告效果，且選用男性高齡者做為運動裝備代言人時，對於高齡消費者在評估廣告時會有較好之廣告效果。但是代言人的專業配適與廣告標語之語言態度並未有調節之作用。而研究者利用實驗結果可以提出以下建議: 1.運動品牌可以選擇高齡者來做為品牌代言人；2.運動品牌可以選擇男性來作為運動品牌之代言人。

關鍵字

高齡代言人；廣告效果；性別；專業配適；語言態度

並列摘要

Engaging in physical activity has become a trend. As a result, the consumption of sporting goods has taken up a large portion of people's expenditure. As Taiwan has become an ageing society with sub-replacement fertility, many gyms and fitness centers have started to design physical activities suitable for the elderly, so that they can participate in exercise together with others and have more social interaction to help achieve dynamic aging life with a healthy body, mind and soul. This means that the demand for sporting equipment for the elderly will also increase. It is clear that the market for senior citizens in the sports industry will be huge in the future. Therefore, many brands have embraced senior citizens as advertising endorsers, hoping that their brand images and ads will connect with senior citizens and create positive advertising effectiveness, which in turn will make the senior willing to buy the brand's products or recommend them to their friends and relatives, so that the brand can make profits successfully. Therefore, this study aims to investigate the advertising effects of senior endorsement of sports equipment on senior consumers, and to include the gender, professional suitability, and language attitude of the endorser as moderating variables. In this study, 426 valid questionnaires were collected using an experimental method based on a between-subjects design. The results suggest that senior endorsers have better advertising effects on senior consumers when evaluating sporting goods advertisements. In addition, when male seniors are chosen as endorsers of sports equipment, they have better advertising effects on senior consumers when evaluating advertisements. However, the professional suitability of the endorsers and the language attitude of the advertising slogans show no moderating effect. The researcher used the results of the experiment to make the following recommendations: (1) sports brands are encouraged to choose senior citizens as endorsers; (2) sports brands should choose men as endorsers for sports brands.