高齡網路消費者遭遇困難之研究

A Study of Internet Shopping Difficulties for the Elderly Customers

郭輝明(Hui-Ming Kuo) ； 傅懷慧(Hwai-Hui Fu) ； 徐志宏(Chih-Hung Hsu)

《人因工程學刊》 9卷2期 (2007/12) Pp. 45-53

https://doi.org/10.6273/JES.2007.9(2).05

摘要

隨著高齡化問題的逐步浮現，不論是產品設計、互動介面設計或資訊科技之學習，高齡族群皆成爲不容忽視的考慮對象。由於高齡者之行動力不如年輕族群，網路購物可能會成爲他們購物之另一重要管道，由國內外相關調查中發現高齡購物者之比率增加可見其端倪，高齡者網路購物之潛力已不容忽視。本研究以高齡者之網路消費行爲模式爲基礎，利用觀察實驗與問卷訪談的方式發掘出高齡網路消費者在購物過程中所遭遇的困難，並按行爲模式各階段予以分類，並與年輕族群資料做一比較。結果發現，高齡消費者購買不同商品時，其所遭遇困難之嚴重程度並不相同；與年輕族群資料之比較也不盡相同。本研究所得，可提供網路商家透過輔助介面之設計，來改善並提供高齡者更方便之購物環境。

關鍵字

高齡者 ； 網路購物 ； 困難 ； 消費者行爲模式

並列摘要

With the gradual emergence of aging population problem, the elderly customers have become the important targets to be considered in the aspects of products design, interactive interface design, or learning of information technologies. Owing to the weaker movements or activities than the young, the elderly could adopt the Internet shopping as another important channel of purchasing. Many domestic and international researches showed the percentage of Internet shopping for elderly customer has increased rapidly for these recent years. It also indicates that the potential of the elder's Internet shopping could not be ignored. This study uses the methods of observation and interview based on the Internet consumer behavioral model to explore the difficulties of Internet shopping processes for the elderly. These difficulties were categorized and compared with those of the young according to the stages of consumer behavioral model. Analytical results reveal that the elderly consumers encounter different severity of difficulties while buying various goods. The results are not quite the same compared with the younger generations' data. The results of this study can provide some suggestions for the Internet stores to design appropriate and interacting interfaces to improve the shopping environment to be more convenient for the elderly customers.

並列關鍵字

Elderly ； Internet shopping ； Difficulties ； Consumer behavioral model