高齡者廣告代言人對高齡者產品評估之探討

The older adult market in Taiwan as well as in other countries is large and growing. Surprisingly, little academic research have been discussed and investigated on this issue. Moreover, the effect of endorsers’ age in advertising on older adults’ food product evaluation remain unclear and in need of empirical evidence to gain further understanding. The present research aims at exploring the underlying mechanisms how older adults respond to different age of endorsers when they make food product evaluation. In addition, self-rated health status and product types are also incorporated to discuss their effects on the relationship between the age of endorsers and older adults’ food product evaluation. The results of the present research indicate that elderly endorsers are more persuasive than younger endorsers because the similarity between viewers and endorsers would make the advertisement more credible. In addition, the results of this article show that that senior adults evaluate food product more favorably when elderly endorsers endorse utilitarian products, while senior adults evaluate food product more favorably when younger endorsers endorse hedonic products. The findings of the present research could be beneficial to both theoretical and practical implications.