高齡化社會來臨!高齡化社會造成社會、經濟與消費型態上的轉變,以及延伸出龐大的銀髮市場。有鑑於此,許多業者藉由提供各種創新的產品與服務,希望能夠滿足銀髮族各個層面的需求。本研究基於銀髮族觀念的改變以及新科技產品的發展,探討銀髮族對於新科技產品的採納行為與方式,雖然以往的研究大都著重於理性的採納觀點,但對於情感的面向卻鮮少加以討論。因此,本研究嘗試以情感面的角度,去瞭解分析銀髮族的內心世界與採納觀點。 本研究以消費者的角度切入,透過質性研究方法中紮根理論的研究方式,深入瞭解及分析銀髮族採納新科技產品的動機、過程、結果與相關脈絡,並以老化理論、創新擴散理論與消費價值為核心,建構出專屬銀髮族的創新採納理論,並且與傳統創新擴散理論對話,提供不同的採納觀點。
Taiwan has marched into the row of aging countries in 1993. As elderly population will keep growing in the future, they will definitely influence many aspects, such as society, economy and consumption. In view of this fact, many companies try to provide innovative products or services to meet elders’ need. According to elders’ concept change and the development of the technology, this research tends to discuss innovation adoption behavior of the elderly people. The main purpose of this study is, through the elder consumers’ perspective, to build a theoretical foundation to understand and analysis the characteristics and elements of innovation adoption of the elderly. By using qualitative research method and grounded theory to collect and analysis data, and based on the theoretical background of “innovation diffusion”, “customer value”, and “aging theory”, this research develops a new theoretical concept, Innovation Adoption Theory for Elderly, to provide a clear picture of the elderly innovation adoption.