都會區中齡者生活型態對購買退休社區照護態度以及行為傾向之影響－以台北市北區居民為例

Exploring the Influences of Middle-aged Population's Lifestyle on Attitude and Action Tendency toward Purchasing Retirement Community Care in Urban Area-A Case Study of Residents in Taipei North Area

陳仁惠(Jen-Huei Chen) ； 王惠玄(Hui-Hsuan Irene Wang) ； 劉燕瑩(Yen-Ying Liu)

《醫務管理期刊》 5卷2期 (2004/06) Pp. 187-207

https://doi.org/10.6174/JHM2004.5(2).187

摘要

人口老化趨勢促使未來銀髪市場蓬勃發展，也吸引國內企業嘗試跨足老年贍養市場建立完善退休社區以提供高質量長期照護服務。本研究主要探討中齡者生活型態與購買連貫性照顧退休社區態度，及其行為傾向之關聯性。本研究採用482份有效樣本進行實證分析，結果顯示都會區中齡者生活型態特性不同，對於購買退休社區之態度傾向也有所差異，同時購買退休社區態度不同也會使其未來購買行動傾向有明顯差異；其次，中齡者購買退休社區之態度會對其生活型態特性與購買行動傾向之關係產生完全中介效果。因此，管理者必須塑造提供退休社區服務之獨特價值與品牌形象，並加強溝通以消弭多數都會區中齡者對於連貫性照顧退休社區之誤解或排拒。

關鍵字

長期照護 ； 連貫性照護退休社區 ； 態度

並列摘要

Because of growing tendency of aging resulting in the rapidly increasing demand about elderly services in the future, many enterprises are planning to entry this market by offering comprehensive elders housing and high quality long-tern care. The objective of this research is to explore the relationships among lifestyle factors, attitude and action tendency of urban middle age population toward Continuing Care Retirement Communities (CCRCs) in Taipei north area.
The results indicate that subjects bearing the characteristics about brand- oriented, attaching familial perception and out-going are more likely to have positive attitude towards CCRCs, and those who holding positive attitude would approaching to consider living in a CCRC after retiring. Besides, Most of the lifestyle factors have no a direct effect on the action tendency, only by means of the intervention of attitude, can they indirectly influence further action tendency. These findings imply managers need to initiate the unique value and brand image toward CCRCs, and enforce to communicate with middle age consumers for eliminating bias impression and resistance.

並列關鍵字

Attitude ； Continuing Care Retirement Community ； Long-tern Care

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