食品廣告中正負面健康宣稱對高齡者購買意願的影響

Abstract

自2018年3月起我國65歲以上老年人口占總人口14.1%，正式邁入「高齡社會」。在高齡者食品廣告行銷、消費資訊的議題上，根據行政院消費者保護處於2016年的調查報告顯示，高齡消費者在購買食品時確實有機會受到產品資訊影響購買意願。在高齡者可能對產品及廣告的瞭解不足的前提下，廣告詞句中所使用的正負面訊息更有機會影響高齡者的購買意願。本研究希望瞭解影響高齡者購買意願的廣告因素，以食品廣告中正負面健康宣稱為主，加入調節焦點、代言人與廣告類型做為調節變項。本研究採實驗法。研究結果顯示：一、食品廣告中正面訊息對高齡消費者的購買意願有正向影響；二、食品廣告中正、負面訊息對高齡消費者購買意願不受調節焦點調節；三、代言人對食品廣告中正、負面訊息與高齡消費者購買意願間有調節效果：以名人作為食品廣告中正面健康宣稱的代言人時，對高齡消費者的購買意願比使用負面訊息高，以素人作為代言人時則無差異；四、食品廣告中正、負面訊息對高齡消費者購買意願不受廣告類型調節。最後根據本研究結果提出實務上的建議供後續研究參考。Since March 2018, Taiwan's elderly population over the age of 65 accounted for 14.1% of the total population and formally entered the " Senior Society". On the issues of food marketing and consumption information for the elderly, according to the government's 2016 survey report, senior consumers do have the opportunity to be affected by product information when purchasing food. Under the premise that older people may not have enough knowledge about products and advertisements, the positive and negative messages used inthe advertising phrases are more likely to affect the elderly ’s willingness to buy. This study hopes to understand the advertising factors that affect the purchase intention of the elderly. Taking the message framing of health claims in food ads as the main, adding regulatory focus, endorsers and advertising types as adjustment variables.This study uses experimental methods. The results of this study showed that Frist, positive messages in food advertisements have a positive impact on senior consumers ’ purchase intention. Second, the positive and negative messages in food advertisements are not regulated by the regulatory focus on the purchase intention of the senior consumers. Third, Endorsers has a regulatory effect on the positive and negative messages in food advertisements and the purchase intention of senior consumers.When celebrities are used as endorsers for positive health claims in food advertisements, the purchase intention of the senior consumers is higher than the use of negative messages. And there is no difference when using amateurs as endorsers. Fourth, the positive and negative messages in food advertisements are not regulated by the advertising types on the purchase intention of the senior consumers. According to the results of this study, practical suggestions are provided for future research.