社會行銷觀點探討高齡者使用大眾運輸之行為：以臺北市高齡者福利之臺北卡敬老卡政策為例

人口老化所引發的社會議題與問題影響層面廣泛，國家對於高齡者政策的制定與修正刻不容緩。而政府如何提倡高齡者外出參與社會活動之觀念，以維持身心健康，於台灣已進入高齡社會之際相當重要。本研究以社會行銷之觀點探討高齡者申請敬老卡之行為意圖，以台北卡敬老卡政策為例。其政策精神為利用優惠票價與提倡高齡外出好處，來刺激、鼓勵高齡者申請敬老卡，藉此多走出家外、搭乘大眾運輸、增進與社會的互動。並以社會參與作為調節變項，探討社會參與是否會影響社會行銷4P之於申請敬老卡行為意圖間的關係。本研究採問卷調查法，研究結果顯示：一、產品需求對申請敬老卡之行為意圖具有正向影響。二、價格成本對申請敬老卡之行為意圖具有負向影響。三、通路管道對申請敬老卡之行為意圖具有正向影響。四、推廣資訊對申請敬老卡之行為意圖具有正向影響。五、社會參與不會對產品需求與申請敬老卡之行為意圖產生調節作用。六、社會參與不會對價格成本與申請敬老卡之行為意圖產生調節作用。七、社會參與會對通路管道與申請敬老卡之行為意圖產生調節作用。八、社會參與會對推廣資訊與申請敬老卡之行為意圖產生調節作用。根據資料分析結果提出實務上之建議，供相關單位與後續研究為參考。

關鍵字

行為意圖；社會行銷；社會參與；高齡者；敬老卡

並列摘要

The social issues caused by population aging have great influences on many aspect of modern society. For the elderly policy of Taiwan, the government should take action immediately to make new policy and amend the current policy. It is important how the government promote the idea that elderly people should go out and anticipate social activity to maintain physical and mental health, especially when Taiwan has become an aging society. This paper has focused on the behavioral intention of elderly people apply the senior cards from the point of view of social marketing, and illustrated by the case of the policy of Taipei senior cards. The main concept of this policy is by using the preferential fare and the benefit of going out to encourage elderly people to apply the senior cards, thereby, they get more incentive to go out, take public transportation and enhance the interactive between elderly people and society. This study also takes social participation as moderator variable to discuss if social participation would affect the relation between social marketing 4P and the behavioral intention of applying senior cards. This study uses questionnaire survey. The study result shows as below.First, product demand influences behavioral intention of applying senior cards positively. Second, price cost influences behavioral intention of applying senior cards negatively. Third, place influences behavioral intention of applying senior cards positively. Forth, promotion influences behavioral intention of applying senior cards positively. Fifth, social participation do not have moderation between product demand and behavioral intention of applying senior cards. Sixth, social participation do not have moderation between price cost and behavioral intention of applying senior cards. Seventh, social participation have moderation between place and behavioral intention of applying senior cards. Eighth, social participation have moderation between promotion and behavioral intention of applying senior cards. This paper will present some practical proposal according to the study result for relevant agencies and follow-up research’s references.