台灣高端銀髮住宅之需求分析

2018年4月，台灣65歲以上老年人口突破14%，正式邁入高齡社會。相較於亞洲主要國家，我國老年人口比率僅次於日本，與韓國相當。因此，銀髮族群日常生活的居住空間與公共設施，乃至醫療、健康等商機受到高度重視。本研究以「高端銀髮住宅」為主軸，深入訪談13位受訪者，背景橫跨醫療、建築、教育、金融保險、科技等產業，年齡分布於50-70歲。主要研究發現如下：一、潛在消費者對高端銀髮住宅的核心關注，主要圍繞：醫療、社交、活動空間、安全性、交通機能等五大面向。二、潛在消費者除對身體健康高度重視外，亦相當重視心靈與社交需求的滿足。三、「健康狀況」幾乎影響所有受訪者對高端銀髮住宅的消費意願；「名下資產及退休後預期可支配所得」對於消費意願的影響則各有主張；「家人因素」並不構成對高端銀髮住宅消費意願的阻礙。四、偏好住戶背景呈現同質性的受訪者，主要考量生活模式與鄰居相處的契合；偏好住戶背景呈現多樣性的受訪者，主要希望透過更多元的鄰居豐富生活。五、高端銀髮住宅的潛在消費者，在消費形式方面偏好以購買為主。主要的原因是：消費者期待未來增值或傳承給下一代。

關鍵字

銀髮住宅；半結構訪談；居家醫療；全齡宅

並列摘要

In April 2018, Taiwan’s elderly population (aged 65 and over) broke through 14% and officially entered the advanced society. Compared with major Asian countries, the ratio of elderly people in Taiwan is second only to Japan, which is equivalent to that of South Korea. Therefore, the living space and public facilities of the daily life of the elderly group, as well as business opportunities such as medical care and health, are highly valued. This study takes "high-end senior housing" as the main axis. Through in-depth interviews with 13 respondents, the background spans the medical, construction, education, financial insurance, technology and other industries, aged between 50-70 years old. Following are the major findings of this study: 1.The core concerns of potential consumers for high-end senior housing are: medical, social, event space, security, and transportation functions. 2.In addition to paying great attention to physical health, potential consumers also attach great importance to the satisfaction of spiritual and social needs. 3.The "health condition" almost affects the willingness of all respondents to consume high-end senior housing; the "assets and expected disposable income after retirement" have divergent effects on consumer willingness; the "family factor" does not become a hindrance to consumer willingness. 4.Respondents who want residents to present homogeneity are mainly considering the fit of living patterns with their neighbors. Respondents who want to present diversity in their households mainly want to increase the freshness and richness of their lives. 5.Potential consumers of high-end senior housing prefer "purchase of property rights" in terms of consumption patterns. The main reason is that consumers expect future value added or pass on to the next generation.