:::

詳目顯示

回上一頁
題名:高齡者認知影響因素與廣告溝通效果之關係
作者:余淑吟 引用關係
作者(外文):Shu-Yin Yu
校院名稱:中原大學
系所名稱:設計學博士學位學程
指導教授:胡寶林
林品章
學位類別:博士
出版日期:2011
主題關鍵詞:高齡者廣告溝通效果認知影響因素Communication EffectAdvertisementElderlyCognitive Influential Factor
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:1
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。
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.
參考文獻
中文部分:
方世榮(譯) (1995)。行銷管理學第八版 (Kolter P. 原著)。臺北市:東華書局,161-185。
王滿堂 (2004)。視覺與知覺心理學。臺北市:藝軒圖書出版社。
尼爾森媒體資料庫 (2011)。尼爾森媒體新知庫。上網時間2011年4月15日。取自http://cm.shu.edu.tw/cooperation/Nielsen%20news200905.pdf。
尼爾森媒體資料庫 (2009)。高齡者的媒體使用。上網日期:2009年10月20日。取自http://tw.cn.acnielsen.com/reports/index.shtml。
尼爾森媒體資料庫 (2009)。七成台灣網友退休金準備靠自己,近六成認為自己經濟上尚未做好退休準備。上網日期:2009年10月20日。取自http://tw.cn.acnielsen.com/trends/pubs_TWAging_0324.shtml
尼爾森媒體資料庫 (2010)。尼爾森全球老化衝擊報告:人口老化為永久趨勢。上網日期:2010年2月12日。取自http://tw.cn.nielsen.com/trends/pub_globalaging_ch_2010.shtml。
江亮演 (2009)。人社會福利。臺北市:五南出版社。
艾瑞克.艾瑞克森,瓊.艾瑞克森,海倫.克夫尼克(2000)。《Erikson老年研究報告》。臺北市:張老師文化出版。
朱岑樓 (1988)。變遷社會與老年(Blau, Z. S.原著)。臺北市:心理。
行政院衛生署國民健康局 (1989、1993、1996、1999、2003)。臺灣地區老人保健與生活問題長期追蹤調查系列研究調查資料。取自www.bhp.doh.gov.tw
行政院經濟委會 (2011)。中華民國台灣地區人口推計資料,行政院經建會網站。
行政院內政部 (2000)。中華民國89年臺閩地區老人狀況調查摘要分析。取自http://www.moi.gov.tw/W3/stat/home.asp
吳老德 (2003)。《高齡社會理論與策略》。臺北市:新文京開發出版。
李再發(2003)。高雄縣市國小退休教師社會參與、社會支持與生活滿意度之關係研究。未出版國立高雄師範大學成人教育研究研究所碩士論文,未出版。
李傳房、曾思瑜 (2000)。探討Universal Design應用在高齡者GUI設計之研究,國科會專題研究計畫報告,未出版。
呂寶靜 (2010)。台灣老年生活滿意度調查。取自www.sinica.edu.tw,行政院衛生署國民健康局。
林麗惠(2001)。高齡者參與學習活動與生活滿意度關係之研究。未出版國立中正大學及繼續教育研究所碩士論文,嘉義。
林進益 (2007)。解讀雜誌廣告中的老年迷思,國立中山大學傳播管理研究所碩士論文,高雄。
林松齡、王德睦(1994)。老人社會支持來源與老人社會需求(Ⅱ)。行政院國科會專題研究計劃成果報告,未出版。
邱皓政 (2009)。量化研究與統計分析。臺北市:五南圖書。
周家華 (2000)。老人學研究。臺北市:正中書局。
徐慧娟 (2011)。成功老化:老年健康的正向觀點。取自http://sowf.moi.gov.tw/19/quarterly/data/103/23.html
陳肇男 (1993)。台灣老人休閒生活與生活品質。人口學刊,26,96-136。
陳肇男 (2001)。《快意銀髮族—台灣老人的生活調查報告》。臺北市:張老師。
陳峰瑛 (2003)。獨居老人的社會支持與生活。適應之探討-以高雄都會區的獨居老人為例。嘉義:南華大學生死學研究所。
博報堂熟齡事業推進室 (2007)。搶占熟齡市場:巨大市場「エルダー」の誕生: 消費構造を激変させる"新しい大人たち。臺北市:臉譜出版。
經濟部工業局 (2007)。使用者研究之研究方法與應用-銀髮族生活型態與生活需求。調查專案計畫執行成果報告,未出版。
詹火生 (1992)。都會地區老人福利需求與老人福利服務規劃之實證研究。行政院國科會專題研究計畫成果報告,未出版。
張春興(1989)。《張氏心理學辭典》。臺北市:東華書局。
謝高橋 (1996)。老人經濟來源與生活方式之研究。行政院國家科學委員會專題研究報告,未出版。
英文部分:
Advertising age (1932). Retrieved from http://www.answers.com/topic/advertising-age
Agrigoroaei, S. & Lachman, M. E. (2011). Cognitive functioning in midlife and old age: the contribution of psychosocial and behavioral factors. Journal of Gerontology: Psychological Sciences.
Atchley, R. C. (1987). A continuity theory of normal aging. Gerontology, 24, pp.470-474.
Atkinson, R. C. & Shiffriin, R. M. (1988). The control of short-term memory. Scientific American, 224 ,pp.82~90.
Baker, M. J., Churchill, J.R. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 615 (November), pp.538-555.
Barak B. & Schiffman, L. G. (1981). Cognitive age: a nonchronological age variable. Advances in Consumer Research, Vol. 8, pp.602-606.
Bridge, H. P., (1950). Practical Advertising: A Comprehensive Guide to the Planning and Preparation of Modern Advertising in All of Its Phase, N. Y.: Rinehart.
Burner, G. II, (2000). Web commercial and advertising hierarchy of effects. Journal of Advertising Research, 20(2), pp.35-45.
Cacioppo, J. T. & Petty, R. E., (1982). The need of cognition. Journal of Personality and Social Psychology, 42, pp.116-131.
Cacioppo, J. T., Petty, R. E. & Kao, C. E., (1984). The efficient assessment of need for cognition. Journal of Personality Assessment, 48, pp.306-307.
Campbell, A.; Converse, P.; & Rodgers, W. (1976). The Quality of American Life: Perceptions, Evaluations, and Satisfactions. New York: Russell Sage Foundation.
Census Bureau International Database (2011). http://www.bized.ac.uk/dataserv/datahome.htm
Cohen, A. R., Scotl&, E & Wolfe, D. M., (1955). An experimental investigation of need for cognition. Journal of Abnormal and Psychology, 51, pp.291-294.
Eastman, J. K., Iyer, R. (2005). The impact of cognitive age on internet use of the elderly: an introduction to the public policy implications. International Journal of Consumer Studies 29(2), pp.125-136.
Edginton , C.R., Jordan, D. J., De Graaf. D. G., & Edginton, S. R. (1995). Leisure and Life Satisfaction: Foundational Perspectives. Madison: Brown and Benchmark Publishers.
Erikson, E. (2000). The first psychoanalyst. In R. Cole (Ed.), The Erik Erikson Reader. New York: W. W. Norton. (Original work published 1964 ) pp. 139–187
Fishbein, M. & Ajzen, I. (1980). Brief, Attitude, Intention and Behavior: an Introduction to Theory and Research Reading. MA. Addison-Wesley.
Flanagin, A. J. & Metzger, M. J. (2000). Perceptions of internet information credibility. Journalism and Mass Communication Quarterly, 77(3), pp.515-540.
Fairlie, H. (1988). Talkin' `Bout My Generation. The New Republic 198(13), pp.19– 22.
Ferrans, C. E. & Power, M. J.(1992). Psychometric assessment of the quality of life index. Research in Nursing and Health, 15(1), pp.29-38.
Gwinner, K. P. & Stephens, N. (2001). Testing the implied meditational role of
cognitive age. Psychology and Marketing, 18, pp.1031–1048.
Gunilla H. P. (2008). Visual Function and Visual Performance in the Elderly. Conference report. Univ. of Calfornia at Berkeley.
Goldsmith, R., Lafferty, B. & Newwell, S. (2000). “The impact of corporate credibility and celebrity on consumer reaction to advertisement and brands”, Journal of Advertising, 29(3), pp.43-54.
Gorden, M. E. Mckeage, K. & Fox, M. k. A. (1998). Relationship marketing effectiveness: the role of involvement. Psychology & Marketing, Vol.15, pp.443-459.
Hagestad, G. O. & Uhlenberg, P. (2005). The social separation of old and young : a root of ageism. Journal of Social Issues, 61, pp.343–360.
Hendricks, J., Cutler, S. J. & Guyer, A. (2003). Age differences in home computer availability and use. The Journals of Gerontology, Oxford: Vol. 58B, Iss.5, pp. S271.
Hilleras, P. K.,Jorm, A. F.& Herlitz, A.(2001). Life satisfaction among the very old:a survey on a cognitively intact sample aged 90 years or above. Retrieved from
http://global.umi.com/pqdweb?Did=000000070987218&Fmt
Hollis, L. A. (1998) Sex comparisons in life satisfaction and psychosocial adjustment scores with an older adult sample: examining the effect of sex role differences in older cohorts. Retrieved from http://global.umi.com/pqdweb?Did=000000032218426&Fmt.
Johnson, T. J. & Kaye B. K., (1998). Cruising is believing: comparing internet and traditional sources on media credibility measures. Journalism and Mass Communication Quarterly, 75, pp.325-340.
Johnson, T. J., & Kaye, B. K. (2002). We believability: a path model examining how convenience and reliance predict online credibility. Journalism & Mass Communication Quarterly, 79, pp.619-642.
Johnson, T. J., & Kaye, B. K. (2004). Wag the blog: how reliance on traditional media and the internet influence credibility perceptions of weblogs among blog users. Journalism and Mass Communication Quarterly, 81, pp.622-642.
Kaynar, O. & Amichai-Hamburger, Y. (2008). The effects of Need for Cognition on Internet use revisited. Computers in Human Behavior, Vol. 24, Iss.2, pp.361-371.
Kolter, P. (2000). Marketing Management. Englewood Cliffs, NJ: Prentice Hall.
Lachman, M., Rosnick, C. & Rocke, C. (2009). The rise and fall of control beliefs in adulthood: cognitive and biopsychosocial antecedents of stability and change over nine years." Cognition in aging: Methodologies and applications. Washington, D.C.: American Psychological Association, pp.143-160.
Lafferty, B. & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intention when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(Feb.), pp.109-116.
Levin, J. A., Kim, H. & Riel, M. M. (1988). Analysis of instructional electronic message interactions. Paper Presented at the American Educational Research Association Meetings, New Orleans.
Lutz, R. J., Scott B. MacKenzie & George B, (1983). Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences. Advances in Consumer Research, Vol.10, R.P. Bagozzi, & A. Tybout, (ed.), Ann Arbor, MI Association for Consumer Research, pp.532-539.
Lutz. R. J. & John L. S. (1977). Integrating cognitive structure and cognitive response approaches to measuring communication effects. Advances in Consumer Research, 4, pp.363-71.
Lou, V. W. Q. (2009). Life Satisfaction of Older Adults in Hong Kong: The Role of Social Support from Grandchildren. Social Indicators Research
Lou, V. W. Q., Chi, I. & Mjelde-Mossey, L. A. (2008). Development and validation of a life satisfaction scale for chinese elders. The International Journal of Aging and Human Development, Vol.67, Num. 2, pp.149 – 170.
MacKenzie, S. B., Lutz R. J. & Belch G. E., (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research, 23(2), pp.130-143.
Maheswaran, D. & Sternthal B. (1990). The effects of knowledge, motivation and type of message on ad processing and product judgments. Journal of Consumer Research, 17 (June), 66-73.
Mashek D., Aron A, Fisher H. (2000) Identifying, evoking, and measuring intense feelings of romantic love. Represent Research Social Psychology; 24, pp.48–55.
Meeberg G.A. (1993). Quality of life: a concept analysis. Journal of Advanced Nursing, 18, pp.32-38.
Meyers-Levy, J. & Maheswaran D. (2004). Exploring message framing
outcomes when systematic, heuristic or both types of processing occur. Journal of Consumer Psychology, 14(1&2), pp.159-166.
Moschis, G. P., Cox, D. C. & Anthony D. (1990). When consumer behavior goes bad: an investigation of adolescent shoplifting. Journal of Consumer Research, Vol.17, Iss.2, pp.149-160.
Moschis, G. P. (2003). Marketing to older adults: An updated overview of present knowledge and practice. Journal of Consumer Marketing 20(6), pp.516-525.
Newll, S. J. & Goldsmith, R. E, (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, pp.235-247.
Newhagen, J. E. & Nass, C. (1989). Differential criteria for evaluating credibility of newspapers and TV news. Journalism Quarterly, 66(2), pp.272-284.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness and Attractiveness. Journal of Advertising, Vol.19, No.3, pp.39-52.
Petty, R. E. & Cacioppo, J. T., (1981). The effects of involvement on responses to argument quantity: central and peripheral routes to persuasion. Journal of Personality and Social Psychology, vol. 46, pp.69-81.
Petty, R. E. & Cacioppo, J. T. & Schumann, D., (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, 10, pp.135-146.
Phelan, E.A., Larson, E.B. (2002). Successful aging - where next? Journal of American Geriatric Society, 50, pp.1306-1308.
Phillips, E.J. (1986). A review of the life satisfaction in the elderly scale. Journal of Counseling and Development, 64, pp.542-543.
Rowe, J. W. & Kahn, R. L. (1997). Successful aging. The Gerontologist, 37(4), pp.433-440.
Rowe, J. W. & Kahn, R. L. (1998). Successful Aging. New York: Dell publishing.
Roy, A & Harwood, J. (1997). Underrepresented, positively: older adults in TV commercials. Journal of Applied Communication Research, 25, pp.39-56.
Rily, M. W.; Johnson, M.; & Foner, A. (1972). Aging and Society, Vol. 3: A Sociology of Age Stratification. New York: Russell Sage.
Scaie, K. W. & Carsternsen, L. L. (2006). Social structures, aging and self-regulation in the elderly. Springer Publishing Co.
Schiffman, L. G. & Kanuk, L. L. (1994). Consumer Behavior (5th ed), Prentice-Hall
International, Inc.
Schiffman L. G. & Scherman E. (1991). Value orientations of new-age elderly: the coming of an ageless market. Journal of Business Research, Vol.22, pp.187-194.
Schirrmacher, R. (2006). Art and Creative Development for Young Children (5th ed.). Clifton Park NY: Thomson Delmar Learning
Sudbury, L., & Simcock, P., (2009). Understanding older consumers through cognitive age and the list of values: a UK based perspective. Pyschology and Marketing 26(1), 22-38.
Sujan, M. (1985). Consumer knowledge: effects on evaluation strategies mediating consumer judgements. The Journal of Consumer Research, 12 16 –33
Tate, L. C. (2003). Definition of successful aging by elderly Canadian males: the manitoba follow-up study. The Gerontologist, 43(5), pp.735-744.
Tabachnick, B. G., & Fiedell, L. S. (2007). Using Multivariate Statistics,(5th Edition). Boston, Allynand Bacon.
US Bureau of the Census (2000) Internation Data Base, Retrieved from http://www.census.gov/ipc/www/idb/ 2011
Whitney E. & Rolfes SR. (2005). Understanding Nutrition (10th Edition). Belmont, CA: Thompson Wadsworth.
Zhang, M. X., (2005). Research into internet information credibility: the internet users’ perspective (In Chinese). Journalism & Communication, 2, pp.17-27.
Zhang, M. X. (2006). Present situation and analysis of mass media use & media credibility. China Media Research, 2(4), pp.37-47.
Zhang A. Y. & Yu, L. C. (1998). Life satisfaction among chinese elderly in Beijing. Journal of Cross-Cultural Gerontology, Vol.13, Num.2, pp.109-125.

 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE