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題名：高齡者認知需求與廣告信任度對於廣告效果之關係
書刊名：商業設計學報
作者：余淑吟 引用關係／林品章 引用關係
作者(外文)：Yu, Shu-yin／Lin, Pin-chang
出版日期：2010
卷期：14
頁次：頁69-82
主題關鍵詞：高齡者；廣告效果；認知需求；廣告信任度；The elderly；Advertising effect；Need for cognition；Advertising credibility
原始連結：連回原系統網址new window
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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。
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.
期刊論文
1.Burner, G.(2000)。II Web commercial and advertising hierarchy of effects。Journal of Advertising Research，20(2)，35-45。  new window
2.Cacioppo, J. T.、Petty, R. E.(1982)。The need of cognition。Journal of Personality and Social Psychology，42(1)，116-131。  new window
3.Lafferty, B.、Goldsmith, R. E.(199902)。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，44，109-116。  new window
4.Zhang, M. X.(2005)。Research into internet information credibility: the internet users' perspective (In Chinese)。Journalism & Communication，2，17-27。  new window
5.Zhang, M. X.(2006)。Present situation and analysis of mass media use & media credibility。China Media Research，2(4)，37-47。  new window
6.Cohen, A. R.、Stotland, E.、Wolfe, D. M.(1955)。An Experimental Investigation of Need for Cognition。Journal of Abnormal and Social Psychology，51，291-294。  new window
7.Petty, Richard E.、Cacioppo, John T.(1984)。The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion。Journal of Personality and Social Psychology，46(1)，69-81。  new window
8.Newll, Steven J.、Goldsmith, Ronald E.(2001)。The development of a scale to measure perceived corporate credibility。Journal of Business Research，52(3)，235-247。  new window
9.Goldsmith, R. E.、Lafferty, B. A.、Newell, Stephen J.(2000)。The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands。Journal of Advertising，29(3)，43-54。  new window
10.Harwood, J.、Roy, A.(1997)。Underrepresented, positively portrayed: older adults in television commercials。Journal of Applied Communication Research，25(1)，39-56。  new window
11.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement。Journal of Consumer Research，10(2)，135-146。  new window
12.Johnson, T. J.、Kaye, B. K.(1998)。Cruising is believing: Comparing internet and traditional sources on media credibility measures。Journalism & Mass Communication Quarterly，75(2)，325-340。  new window
13.Cacioppo, J. T.、Petty, R. E.、Kao, C. F.(1984)。The Efficient Assessment of Need for Cognition。Journal of Personality Assessment，48(3)，306-307。  new window
14.Newhagen, J. E.、Nass, C.(1989)。Differential criteria for evaluating credibility of newspapers and TV news。Journalism Quarterly，66(2)，277-284。  new window
15.Flanagin, A.J.、Metzger, M. J.(2000)。Perceptions of internet information credibility。Journalism & Mass Communication Quarterly，77(3)，515-540。  new window
圖書
1.Somasundaran, T. N.、Light, C. D.(1991)。A cross-cultural and media specific analysis of student attitudes toward advertising。Proceedings of the American marketing association's 1991 educators' conference。Chicago：American Marketing Association。  new window
2.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
3.江亮演(2009)。老人社會福利。臺北：五南出版社。  延伸查詢new window
4.Schaie, K. W.、Carstensen, L. L.(2006)。Social structures, aging, and self-regulation in the elderly。Springer Publishing Company。  new window
5.Bridge, H. P.(1950)。Practical advertising: a comprehensive guide to the planning and preparation of modern advertising in all of its phase。New York：Rinehart。  new window
其他
1.(2009)。AC. Nielsen，市場統計資料庫，http://tw.cn.acnielsen.com/reports/index.shtml， 20091020。  new window
圖書論文
1.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1983)。Attitude toward the Ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research。Ann Arbor, MI：Association for Consumer Research。  new window
 
 
 
 
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