以計畫行為理論探討中高齡者入住老人住宅之選擇行為

Using Theory of Planned Behavior to Explore the Decision Behavior of Immigrating Elderly Housing for Middle-Aged and Older People

林恩旭(EN-SHIUH LIN)

指導教授 ： 陳悅琴 ； 陳建勝

朝陽科技大學/管理學院/企業管理系/碩士(2018年)

摘要

台灣正受少子化衝擊而逐步邁向高齡化社會。近年來有愈來愈多的「高齡、高儲蓄、高教育水準」的銀髮族，他們對於獨立自主的個人空間、生活水準、環境居住品質和是否提供豐富的學習資源相當重視，但國內專營老人住宅之業者卻不多，其中，以潤福新象和長庚養生村之營運較具知名且成為業界典範。此現象成為本研究欲探討之議題：老人住宅之服務創新如何滿足中高齡長者之需求？中高齡長者對老人住宅之選擇行為為何？本研究採二階段研究方法，第一階段採個案研究法，先進行專家訪談，再與台灣前兩大老人住宅業者：潤福新象和長庚養生村進行訪談，了解其服務創新模式。第二階段採問卷調查法，依據計畫行為理論設計問卷，受測者為45歲以上的中高齡長者，共發放100份，回收有效問卷共99份，回收率99%。本研究結果顯示，態度、主觀規範、知覺行為控制、企業形象對中高齡者選擇老人住宅之影響皆具有正向顯著關係，且其中受測者在意價格、醫護駐點與多元娛樂空間。由此可知，老人住宅成為未來選擇養老的趨勢時，業者應了解中高齡長者未來偏好的需求條件及在不同定位下的服務創新模式。

關鍵字

中高齡者 ； 服務創新模式 ； 計畫行為理論 ； 老人住宅

並列摘要

Due to the phenomenon of declining birthrate, Taiwan is moving towards an aging society. To balance the demand of growing popularity of aged, high deposits and high educated seniors, more and more business opportunities of serving personal space, living standard and residential environment are discovered. Especially, serving the security, comfortable and abundant learning resource environment is the main target for olds marketing development. However, the enterprises who running senior living community service still in minority, which the domestic mainly have two entreprises who running that service called Ruenfu and Chang Gung Health and Culture Village. The study aims at discovering how to meet the demand of seniors with service innovation and what would seninors react and choose the elderly housing.
The study constructs a two-stage research. The first phase adopts the case study method, first interviews with experts, and then interviews with the managers of two leading elderly houseing in Taiwan: Runfu Xinxiang and Chang Gung Health and Culture Village for understanding their service innovation model. In the second stage, the questionnaire survey method is adopted, and the target group is designated above 45 years-old people. Questionnaire was implemented in whole Taiwan and 100 copies were distributed. A total of 99 valid questionnaires were collected, valid retrieving rate is 99%. The analysis results indicate that attitudes, subjective norms, perceptual behavior control, and corporate image have positive positive effects on the choice of elderly and middle-aged people, and the subjects are concerned about price, medical stagnation and multiple entertainment spaces. Therefore, when the elderly housing is the trend in the future, the entreprise should understand the demand conditions of the future preferences of the elderly and the service innovation model under different orientations.

並列關鍵字

service innovation model ； Theory of Planned Behavior(TPB) ； elderly housing ； middle-aged and older people

參考文獻

英文文獻

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3. Garner, J.D. & Mercer, S.O., (1982). Meeting the Needs of the Elderly: Home or Institutionalization? Washington, D.C.: Health and Social Work National Association of Social Workers, Inc.

4. Lin, H. S. & Lee, M. L. (1992). The Living Arrangement of Elderly in Taiwan: Views of the Populace. Aging Worshop: Comparative Studies Among Four Asian Countries. Taichung, June 29-July 4.