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A Study of Internet Native Advertising for Seniors Consumption Intention
Along with the variety of the global population structure, it speeds up towards aging and low birth rate society development in Taiwan. Seniors become daring to spend money consumers in the future. In addition, network and mobile vehicles popularized recent years, and they make change for the habit of mass behavior. For instance, information can obtain available, electronic commerce（e-commerce） rise abruptly, and so on. The changes of seniors shopping behavior are included. Therefore, the traders start to pay close attention the market, and the behavior and demands of the seniors received high attention. Among the network marketing, the birth of the network native advertising are less than ten years. They are younger than traditional advertisements and other digital advertisements. Native advertising also derived many related names because of different platforms. Their forms changed continuously until now. The domestic researches of network native advertising are rare. Furthermore, the relative researches of network native advertising and seniors are less. Therefore, this research will take the native advertising of the portal site, health website and audiovisual website as the research target through the content analysis and secondary data analysis. The results show the seniors touch native advertising with the ways of presenting of the " image and text " for the most during they use the net. The contents of advertisements appeal the " perceptual " more than the " rationality " and advertising perceived value facets for entertaining the most. The category of advertisements products for the food health category the biggest. In terms of product types is consistent with the consumption trends of the seniors. I expect the results and suggestions of the research can benefit for the seniors relative industry to purchase network native advertising as a reference.
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