我國已邁入高齡化社會。據經建會估計,25年後,65歲以上的人,將約佔全台灣人口1/4。由於醫療科技不斷創新進步,國民平均壽命逐年延長且身體機能與活動力依然良好,顯示未來台灣的高齡族群會與刻板映像中的老齡者有不同的面貌與型態。而歷經台灣經濟蓬勃發的嬰兒潮世代最早者再過五年就要面臨老年退休的問題。這世代不但人數比例高,也是台灣社會中經濟實力最堅強的一群,為台灣過渡到高齡社會的主要成員,也是重要商機之所在,但台灣針對這世代的研究卻很有限。如何老得健康而有尊嚴是老化社會主要的焦點,因而各先進國家在討論老化社會最受關注也最被討論的議題就是退休後老年的健康問題和財務問題,如果社會福利對於退休後的老年生活保障不完全,國民必須先行準備退休後的各種需求,特別是財務、醫療,及長期照顧等方面的考慮。 有鑑於此,本研究特別針對退休準備及保健習慣這兩項影響老年生活最劇的構面,來探討台灣嬰兒潮世代面對未來所處的心理狀態及消費習慣。本研究第一個目的為嘗試研究台灣嬰兒潮世代生活型態與價值觀,作深入描述與差異性探討。其次則探討不同生活型態的嬰兒潮世代的保健習慣包含保健態度、保健食品購買、資訊來源及購買通路等,及對未來退休生活準備,包括退休態度、對上一代的退休比較與投資標的偏好之間的關係。 透過對抽樣問卷調查暨統計分析,本研究發現台灣嬰兒潮世代呈現下列面貌: 1. 生活型態分為四個族群,即我行我素群、溫馨居家群、事業至上群和光鮮守紀群。結果顯示各族群有截然不同的人文特徵並顯現不同的態度和消費傾向,對於保健習慣和退休準備上有相當差異。 2. 即使同為嬰兒潮世代,前期與後期在保健習慣、退休準備上也有相當差異。 3. 保健習慣和退休準備之間有相關性:不同的保健態度與退休態度和與上一代的退休比較認知互相影響;不同的保健態度在風險承受度、財務足夠度認知和投資標的選擇也不同。 4. 退休態度與風險承受度及財務投資選擇之間有相關性:不同的退休態度、不同的退休比較認知在風險承受度上不同,在財務足夠度認知和投資標的選擇上也不同。 本研究結果描繪了台灣嬰兒潮世代清晰的輪廓,同時對選擇各不同的保健產品、產品資訊傳播管道和購買通路,以及對不同風險承受度和選擇投資標的的消費者做了明確的人文特徵敘述,可供保健食品業及金融服務業行銷規劃的參考,也期望提供後續對嬰兒潮世代消費行為有興趣者一個研究的基礎。
Taiwan, an aging society, will have 25% of the population composed of people over 65 years old after 25 years. 2 main issues that concern all the aging societies are the healthcare and the financial for the retired. Even in advanced economies, social welfares are hardly sufficient. People have to prepare for old ages on their own. The baby boomers, growing up and prospering during the economic boom period in Taiwan, start to face their retirement soon. Being a big population, this generation represents strong economic power in the society. From a marketer’s standpoint, it is interesting to find out how ready they are for the future, and what business opportunities are presented as they age. This study aims at the boomer generation in Taiwan and focuses on their attitudes towards healthcare and retirement as well as their behaviors in accordance. The first objective is to discover the lifestyles of this generation and provide in-depth descriptions. The second is to learn if the lifestyles dictate respondents’ attitudes towards healthcare and retirement, which may subsequently influence the purchase of food supplements and investment tools as well as impact their choice of information sources and channels for food supplements. After the survey research, this study has the following findings: 1. Four lifestyles are found among Taiwan boomer generation. Each presents distinctive demographic and cultural characteristics as well as attitudes and consumer behaviors toward healthcare and retirement. 2. Within the boomer generation, the former half differs from the later half in attitudes and behaviors. 3. There is significant relationship between attitudes toward healthcare and those towards retirement. Various attitudes toward healthcare associate with different attitudes toward retirement as well as different levels of risk acceptance, sense of financial sufficiency and disparate choices of investment tools. 4. Different attitudes toward retirement also associate with different levels of risk acceptance, sense of financial sufficiency and disparate choices of investment tools. This study illustrates a clear picture of the Taiwan boomers. It further provides lifestyle and demographic references on users of different food supplements and investment tools, as well as on those with different selection of information sources, sales channels, and different levels of risk acceptance. This research result may serve as a base for subsequent studies by marketers and researchers in the relevant fields.