高齡者認知需求與廣告信任度對於廣告效果之關係

The Relationship of Need for Cognition and AdvertisingCredibility to the Advertising Effect of the Elderly

余淑吟(Shu-Yin Yu) ； 林品章(Pin-Chang Lin)

《商業設計學報》 14期 (2010/11) Pp. 69-82

https://doi.org/10.29514/TJCD.201011.0005

摘要

全球人口高齡現象使得老年市場的重要性逐漸提高，高齡族群有不同的生理與心理特徵，也有差異的認知理解能力，瞭解高齡者對廣告的認知效果，將會成為未來了解高齡行銷市場重要的影響。本研究目的在於了解高齡族群的認知需求與廣告信任程度對廣告效果之影響。調查對象是65歲以上高齡者，研究分兩大部分，第一部份是高齡者之認知需求與廣告信任度調查；第二部份是高齡者閱讀廣告樣本後在認知、情感與行動等三階層的效果調查。研究結果顯示：1.高齡者傾向於低認知需求與高廣告信任度。低認知需求之高齡者，其廣告信任度較高，而低廣告信任度之高齡者，其認知需求程度較高。2.高低不同程度的認知需求與廣告信任度有交互顯著的影響。低認知需求的高齡者在廣告效果上較佳，而高廣告信任度之高齡者，則有較佳的廣告效果。3.高齡者認知需求與廣告信任度兩項，僅對廣告效果的認知階層有重要的影響，而在情感階層與行動階層的影響力並不顯著。4.高齡者的認知需求與廣告信任度，對於推測廣告效果具有重要的影響，在未來高齡市場的行銷溝通上，將有助於高齡對象的選擇與效果的達成。

關鍵字

高齡者 ； 廣告效果 ； 認知需求 ； 廣告信任度

並列摘要

The growing aging population worldwide has raised the importance of the elderly market. The elderly consumers' physical and psychological characteristics and cognitive abilities are keys to develop the elderly market in the future. This study aims to find out the influence of elderly consumers' need for cognition and advertising credibility on advertising effect. The research subjects are people over 65 years old. The first section is the study on need for cognition and advertising credibility of the elderly; the second section is the investigation on the effects of cognition, affection and action after reading advertising samples. Findings are below: 1) the elderly tend to have low need for cognition and high advertising credibility. The elderly with low need for cognition show higher advertising credibility whereas those with low advertising credibility show higher need for cognition; 2) Different degrees of need for cognition and advertising credibility reveal cross and significant influences. The elderly with low need for cognition show higher advertising effect whereas those with high advertising credibility show higher advertising effect; 3) need for cognition and advertising credibility significantly influence advertising effect only on dimension of cognition; 4) need for cognition is the critical factor for overall advertising credibility and advertising effect; 5) the research finding need for cognition and advertising credibility significantly influence the prediction of advertising effect of the elderly.

並列關鍵字

the elderly ； advertising effect ； need for cognition ； advertising credibility

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