本研究欲探討高齡者代言功能性與享樂性產品的廣告效果，並進一步加入代言人性別、知名度、國籍為調節變項。本研究歸納出四個研究目的：一、探討高齡代言人與產品配適對廣告效果之影響；二、探討高齡代言人性別是否會影響廣告效果；三、探討高齡代言人知名度是否會影響廣告效果；四、探討高齡代言人國籍是否會影響廣告效果。本研究採用實驗法，施測人數共 420 人。研究結果顯示：一、高齡代言人代言功能性產品的廣告效果會優於享樂性產品；二、無論在功能性產品或是享樂性產品的代言中，高齡代言人的性別不具有調節效果；三、高齡代言人知名度對於廣告代言具有調節效果，以享樂性產品而言，知名度高的代言人廣告效果會優於知名度低的代言人；反之，以功能性產品而言，知名度低的代言人廣告效果會優於知名度高的代言人；四、高齡代言人的國籍對於代言的廣告具有調節效果，以功能性產品而言，國外高齡代言人優於國內高齡代言人的廣告效果；以享樂性產品而言，國內高齡代言人優於國外高齡代言人的廣告效果。最後，本研究根據資料分析結果，提出實務上的建議，供企業規劃行銷策略或政府相關部門規劃高齡者健康促進活動時參考。 This study examined the advertising effectiveness of hedonic and utilitarian products endorsed by elderly endorsers. Sex, popularity, and nationality of the elderly endorsers were incorporated to examine their moderating effects. Four experiments were conducted in which 420 participants filled out questionnaires about advertising effectiveness. The results indicated the following: (1) Utilitarian products had superior advertising effectiveness than hedonic products endorsed by elderly endorsers. (2) The sex of the elderly endorsers had no moderating effect. (3) The popularity of the elderly endorsers had a moderating effect-the advertising effectiveness of a high-popularity elderly endorser was considerably higher than low-popularity elderly endorsers for hedonic products. By contrast, the advertising effectiveness of a low-popularity elderly endorser was considerably higher than high-popularity elderly endorsers for utilitarian products. (4) The nationality of the elderly endorsers had a moderating effect-the advertising effectiveness of domestic elderly endorsers was considerably higher than that of foreign elderly endorsers for hedonic products. The advertising effectiveness of foreign elderly endorsers was considerably higher than that of domestic elderly endorsers for utilitarian products. On the basis of these findings, suggestions for health promotion and marketing strategies are offered.