生前契約消費者購買決策程序及環境因素之初探

台灣社會高齡化、少子化與都市化的趨勢及民眾殯葬自主權的覺醒，使具有預先規劃往生事宜功能的「生前殯葬服務契約」產品，逐漸蓬勃發展，而業者也看好其未來商機，相繼投入市場。本研究探討「生前殯葬服務契約」產品之消費者行為。以大台北、大台中、大高雄等三大都會地區的民眾為研究對象，發現消費者的個人背景、產品認知與態度影響其消費行為及產品偏好。研究發現消費者追求利益可區分為「防範未然導向」、「規避風險導向」、「投資理財導向」與「經濟因素導向」等四大因素，透過利益變數將樣本消費者區分為「期望型」、「自主型」與「排斥型」等三大類型，進而分別檢視各類型消費者人口統計變數特徵與消費行為之差異。最後根據發現，本研究由產品、定價、通路、促銷推廣等角度，描述「生前殯葬服務契約」產品之目標市場特徵，並提出具體的行銷建議。本研究結果亦提供政府單位擬定相關政策參考。

關鍵字

生前殯葬服務契約；消費者行為；市場區隔

並列摘要

As the society of Taiwan is urbanized, citizens are more positive to organize their postmortem process while there are alive. Under the circumstances, the pre-need funeral arrangements are booming in Taiwan. Many companies engaged in the business for the large and growing market of the product. However, there are few literatures in the field for the traditional Chinese forbidden-ground that death and funeral are ineffable. This study probes the consumer behavior of the pre-need funeral arrangements. The people who live in the metropolitans of Taiwan are selected as the sample, and we apply statistic method to divide the market into anticipating, independent, and rejecting segments. Each segment is profiled by the demographic characteristic as well as the customer behavior of customer in them. We find that consumer behavior is affected by consumers' personal backgrounds, recognitions and attitudes toward the product. Finally, we propose the market mix of each segment for the business. The result is also provided for government as a reference for enacting related policy.

並列關鍵字

Pre-need funeral arrangements ； Consumer behavior ； Marketing segmentation

國際替代計量

生前契約消費者購買決策程序及環境因素之初探

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