選購社區型銀髮住宅之決定因素對購買意願之探討

隨著時代變遷，醫學進步、科技日新月異，使得現代人生活水準提升，壽命隨之延長。隨著我國逐漸邁入高齡化社會結構，有關銀髮族的長期照護與居住品質需求亦愈形迫切，應當如何建構出完整的銀髮住宅以因應日益增長的高齡人口，為台灣社會必須解決之重大社會議題之一。不同於過去研究文獻在探索養生村的型態或居住條件，本研究專注「社區型」銀髮住宅市場之建構與發展。本研究使用社區型銀髮住宅認知、個人消費動機與社區型銀髮住宅之選購要素去探討消費者對於社區型銀髮住宅的購買意願程度。針對277份有效問卷進行迴歸統計分析。根據研究結果指出，除了選購要素中的生活照護與醫療服務之外，其他假說皆呈現正向顯著之狀態。本研究期望除能提供政府對銀髮族養生社區健康照護政策的規劃之外，也能為國內建設產業機構投資開發規劃營運或商業經營模式提供實務性之參考，並增加銀髮族健康照顧功能，提昇居家生活品質、減低社會成本之負擔。

關鍵字

社區型銀髮住宅；購買意願；認知；個人動機；選購要素

並列摘要

The number of senior citizens in our country is rapidly increasing. The issues of long term care and demands for high quality of living are becoming more and more important. In the light of an increasingly high number of senior citizens, the question of how to build complete senior house is becoming an important issue for Taiwanese society that has to be resolved quickly. This study aims to develop the relationships between the cognition of communicity senior house, motivations of purchasement, the determinats of senior house and purchasing intension. The consumers in Taiwan are chosen as particiants of the study. The valid samples collected are 277 pieces. The results of this study indicated that all of hypothese were supported except home care and medical service. The study suggested that government to offer proper incentives to investors in case of necessity, to coach the investors, and to balance supply and demand of senior house. And should also closely monitor the quality and quantity of future senior house, only then one can create satisfactory senior house which can all enjoy.