英文摘要 |
In an aging society in the digital era, the ownership rate of mobile devices among the elderly is trending upward every year. Hence, the elderly have become potential consumers targeted by mobile advertisements. This study, based on the socioemotional selectivity theory, examines the effects of the future time perspective, social goals, and social partners of the elderly on the efficacy of mobile advertisements. An experiment with a 2 (future time perspective: expansive vs. limited) x 2 (social goal: knowledge vs. emotionally meaningful goal) x 2 (social partner: new friends vs. family) three-factor between-subject design was conducted. A total of 251 valid questionnaires were collected, with older persons aged 60–75 in Northern Taiwan as the research targets. MANCOVA tests were used to examine the hypotheses. The results showed that: (1) “future time perspective x social goal” had a two-way interaction with the effect of mobile advertisements; (2) “future time perspective x social partner” had a two-way interaction with the effect of mobile advertisements; and (3) “future time perspective x social goal x social partner” had a three-way interaction with the effect of mobile advertisements. This study includes psychological variables to extend previous elderly-related advertising studies to examine related qualities on a psychological level, in turn suggesting a new dimension in advertising research on mobile applications. |