生前契約消費價值、態度與再購意願關聯性之研究-以龍巖集團為例

中國人重視「慎終追遠」的觀念，所以對於死亡問題非常重視。對於死亡議題曾經提到：「死亡對於人們來說，是最可怕的凶災禍難，人們會害怕聽到或接觸有關死亡的任何事情(任聘，1993)。如果不是老人、病人、本人主動談論到，其他都是忌諱他人當面提及的，就算是談論也盡量用委婉的方式。」現今社會來講，如果能夠將「死亡」做個計畫，對害怕面對死亡的人及親人來說，是不是有另外一種不同感受與想法。本研究針對消費者消費後調查之方式，了解國人在購買「生前殯葬服務契約」產品時之消費行為，主要探討消費價值對再購意願之影響，並以態度做為調節變項，探討對上述變項交互作用之影響，及不同受訪者背景變項，對本研究各變項間，是否存在差異性。研究採用量化研究之問卷調查方式，以「曾接受禮儀服務之家屬」及「購買契約之客戶」做為研究對象進行調查，共發出100份問卷，並依受訪者認知，採李斯特五點量表計分，再進行描述性統計、T-test檢定、單因子變異數分析及階層迴歸分析等統計方法進行資料分析，來驗證本研究假設。研究結果發現：不同背景變項之客戶，在消費價值、態度及再購意願存在部分顯著差異；消費價值、態度及再購意願等變項，皆有顯著的相關及影響。本研究探討國人在購買「生前殯葬服務契約」之消費行為，依研究結果彌補現有殯葬產業文獻的不足之處，一方面充分反應消費者購買「生前契約」需求及顧慮，除了提供殯葬產業界作為產品發展或適當行銷策略擬定，也提供相關資訊給政府單位擬定政策時作為參考。最後更希望為生死學界，注入殯葬產業界最新發展概況，以利未來醫學系、護理系、生死學系相關科系學生之死亡教育使用，提供最新殯葬產業之新學術文獻資訊，達到產學合一之境界。

關鍵字

生前契約；消費價值；態度；再購意願；殯葬；自殺；禮體修復師

並列摘要

“To show respect to funeral, and to remember the ancestors” is always pervading in the Chinese culture, therefore, the death issue is taken in serious concern. “Death is the most terrible catastrophe to people, who will be afraid of hearing anything about death. If it’s not the elder, the patients, and people involved say first, it will be a taboo to note anything about death. Often, we talk in euphemism about it.” (任聘, 1993). Nowadays, isn’t it going to be a different perception to make a plan for death for those people who are afraid of death or of the news about their relative in critical condition? This study adopts the post-consumption survey to know how Taiwanese people act when buying “Pre-need Funeral Agreements” and also to understand how the customer perceived value influences the re-purchase intention, in which the attitude plays as a moderator, different interviewee as background variable.We will make a study on the interchange among those variables to see if there is any difference.This study is quantitative by 100-piece questionnaires of “the relatives who ever received funeral service” and “the clients who purchased the agreement.” The cognition from the interviewee will be given into statistical analysis, in order to verify the hypothesis of this study, by the Likert-type scale, descriptive statistics, T-Test, One-way ANOVA, and hierarchical regression. The result of this study is found out as below: 1.Consumer perceived value and attitude has partial significant influence to re-purchase, when clients are given in different background variables. 2.The variables of consumer perceived value, attitude, and re-purchase have significance. This study explores the consumer behavior when Taiwanese people purchase “pre-need funeral agreement.” The result of this study will make up the insufficient document about funerary service industry. It reflects appropriately the demand and the concern of pre-need funeral agreement, and serves as a product development or marketing strategy for funerary service industry, moreover, gives the government for reference when making relative policies. Finally, it could instill the most refreshing development into funerary service industry, and gives those students of medical department, nursing department, and life-and-death related for academic reference.