養生村住民生活型態之研究

A Study on Life Style of Residents in Continuing Care Retirement ommunities

楊靜薰(yang ching hsün)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

台灣近年因老年人口不斷增加，形成高齡化社會，老人人口佔總人口
比例在亞洲各國中僅次於日本，故社會大幅增加對長期照護的需求，但目
前台灣現有養生村入住率並不高，無預期般熱烈；因此觸發本研究以生活
型態角度探討養生村住民類型，做為市場區隔依據，並進一步釐清影響養
生村住民入住因素，據此研擬養生村差異行銷策略，提供經營業者參考。
本研究採用兩階段集群分析法，將住民區隔為「活潑謹慎型」、「傳
統固執型」、「道聽塗說型」及「理性前衛型」四種類型，再以卡方檢定
人口統計、居住現況兩變數和住民生活型態類型的分布是否具有明顯之關
係存在，並針對有顯著差異的變項，進一步交叉分析，以了解其差異情形；
最後則以區別分析來探討影響住民入住養生村的因素，以了解何種考量因
素較具有行銷效果。
研究結果發現，以活潑謹慎型人數較多，共125 人，理性前衛型為104
人，傳統固執型與道聽塗說型的人數最少，只有85 人及73 人；養生村住
民以女性、65-74 歲、已婚、獨居、小學學歷、從事工商服務業及經濟來
源以自身所得者居多，且未來計畫均以繼續住在養生村為第一考量因素；
另外研究發現住民們最注重養生村的環境設施、服務品質、住民的伙食、
研究生：楊靜薰 指導教授：蔡碩倉
II
服務項目及住民的活動…等項目，而對於養生村附近的生活機能與申訴管
道則是較少會重視的項目。

關鍵字

養生村、長期照護、生活型態

並列摘要

In recent years, elderly population in Taiwan has increased steady,
transforming Taiwan’s society into an elderly one. Right now, Taiwan’s elderly
population to total population ratio is second amongst Asian nations, trailing
only slightly to Japan. Despite increasing demand for long-term care in Taiwan,
current existing CCRCs in Taiwan have not met their initial expectations of
running at or close to full capacity. This phenomenon has prompt me to study
different types of life-style among CCRCs residents, in order to further
understand what factors could affect one’s decision to live in CCRCs.
Hopefully, this study could assist current and future CCRCs management to
make sound marketing strategies that effectively target their intended
consumers.
This study used two steps cluster analysis to separate the resident into four
different groups, with individuals in each group having same characteristics.
The characteristics of each group are extrovert-aware, conservative-stubborn,
gossip-guilable, rational-modern.Using Chi-Square test to distinguish and
calculate two variables (subjects’ population statistics and present living
conditions) with subjects’ life-style to find out whether there is a correlation
IV
between the two. Furthermore, with the variables that cause most variance in
the test data, the study will do a cross analysis, to understand variance
condition. Lastly, the study will use discriminant analysis to investigate factors
that affect elderly wanting to live in CCRCs, in order to understand what
factors that will achieve greatest marketing effect.
The study shows, the extrovert-aware group is the biggest group living in
CCRCs with 125 subjects falling under this category. The next largest group is
rational-modern group with 104 subjects. Conservative-stubborn comes third
with 85 subjects and gossip-guilable group has the fewest subjects with 73.
Among the residents in CCRCs, most fall in the group of female, 65-74 years
old, married, living alone, elementary education, worked in the service sector,
and financially independent, with plans to continue living in CCRCs as their
first option. Moreover, the study discover that residents put the greatest
importance to living quarters amenities, service quality of CCRCs workers,
residents’ food options, and group activities. Factors that did not carry a
significant weight are nearby living amenities and methods to file complaints.

並列關鍵字

CCRCs, long-term care,life-style

參考文獻

內政部戶政司統計資料，（2006）。台灣歷年出生、死亡率。

王德睦、陳寛政，(1996)，「台灣地區家戶組成之推計」。台灣社會學刊。

李世代，（2003），「社區化長期照護之發展策略」。

吳淑瓊，(1998)，老人長期照護政策評估。社會福利。

吳淑瓊、江東亮，（1999），在地老化：臺灣二十一世紀長期照護的政策