食品廣告中健康宣稱的訊息框架對高齡者購買意願之影響

The Influence of The Message Framing in Food Product Advertising on Senior Consumer's Purchase Intention

劉智淇(Chih-Chi Liu)；林鴻洲(Hung-Chou Lin)

訊息框架 ； 代言人 ； 健康宣稱 ； 高齡者 ； older adults ； health claims ； endorsers ； message framing

行銷評論

18卷2期（2021 / 12 / 31）

179 - 202

繁體中文

我國在高齡者食品廣告行銷、消費資訊的議題上，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訊息框架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、反面訊息框架下的健康宣稱為主，加入代言人做為調節變項。研究採實驗法，分為兩個實驗，實驗一提供不同的廣告訊息框架（正面、反面）施測，探討使用不同訊息框架下高齡者購買意願的差別；實驗二採2（訊息框架：正面、反面）2（代言人：名人、素人）組間設計，透過訊息框架與代言人的操弄，探討四組廣告對高齡者購賣意願影響的差別。實驗一施測85份有效樣本結果顯示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；實驗二施測122份有效樣本結果顯示代言人對食品廣告中正、反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反面訊息高，以素人作為代言人時則無差異。本研究希望增加食品廣告訊息應用的效益，並為針對高齡者為目標族群的產品提供行銷實務建議。

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 in the 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 endorsers as moderation 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, 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. This research hopes to increase the effectiveness of the application of food advertising messages and provide practical marketing recommendations for products targeting the elderly as the target group.

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