高齡代言人代言功能性與享樂性產品之廣告效果研究

Abstract

因應高齡化社會的來臨，許多廣告商品以高齡者為代言人，本研究將研究高齡者代言功能性與享樂性產品的廣告效果，並進一步加入代言人性別、 代言人知名度、代言人國籍為調節變項。 本研究歸納出四個研究目的: 一、探討高齡者廣告代言人與產品配適對廣告效果之影響。 二、探討高齡者廣告代言人的性別，是否會影響廣告效果。 三、探討高齡者廣告代言人的知名度，是否會影響廣告效果。四、探討高齡代言人的國籍是否會影響廣告效果 本研究採用實驗法，施測人數共420人。研究結果顯示:一、高齡代言人代言功能性產品的廣告效果會優於享樂性產品；二、無論在功能性產品或是享樂性產品的代言中，高齡代言人的性別不具有調節效果；三、高齡代言人的知名度對於代言人的廣告代言中具有調節效果，以享樂性產品而言，知名度高的代言人廣告效果會優於知名度低的代言人；反之，以功能性產品而言，知名度低的代言人廣告效果會優於知名度高的代言人；四、高齡代言人的國籍對於高齡代言人的廣告中具有調節效果，以功能性產品而言，國外高齡代言人優於國內高齡代言人的廣告效果；以享樂性產品而言，國內高齡代言人優於國外高齡代言人的廣告效果。 最後，本研究根據資料分析結果，提出實務上的建議，供後續研究參考。

In the coming of aged society, more marketers adopt the elderly as endorsers. This study aimed at examining the ad effectiveness of hedonic products and utilitarian products endorsed by elderly endorsers. Furthermore, the study adds gender, popularity and nationality of elderly endorsers as moderators. Four experiments were conducted where 420 participants filled out questionnaires featuring ad effectiveness, to fit experimental purposes. Overall, the result indicates that: 1. Hedonic products have better ad effectiveness than utilitarian products endorsed by the elderly endorsers. 2. The gender of elderly endorsers has no moderating effect. 3.The popularity of elderly endorsers has moderating effect: The ad effectiveness of high-popularity elderly endorser is significantly better than low-popularity elderly endorsers in utilitarian products. In contrast, the ad effectiveness of low popularity elderly endorser is significantly better than low popularity elderly endorsers in hedonic products. 4. The nationality of elderly endorsers has moderating effect: The ad effectiveness of domestic elderly endorsers is significantly better than foreign elderly endorsers in utilitarian products. The ad effectiveness of foreign elderly endorsers is significantly better than domestic elderly endorsers in hedonic products. On the basis of these findings, advice for commercial agents’ marketing strategy is offered, as are suggestions for future studies.