由焦點團體訪談探討廣告訴求-以生前契約為例

Developing Advertising Appeal with the Focus Group Interview – A Case Study of Preneed Funeral Contract

羅莉雯(Li-Wun Lo)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201800421

摘要

台灣邁入高齡化社會，然而生前契約的普及率卻不到2.38%，因此本研究採用質性研究方法，透過焦點團體訪談，以分析不同家庭角色的消費者對生前契約的態度，並且擬定提高不同家庭角色消費者購買生前契約意願之廣告訴求。

　　本研究以三成分態度模式作為架構，分析消費者對生前契約的認知、情感與行為。對生前契約的認知面，發現消費者對生前契約的認知程度低，對於生前契約的資訊來源主要來自於親友過世或是親友為生前契約業務員才得知生前契約。對生前契約的情感面，在心理上消費者認為告別儀式主要是給生者安慰與能懷念往生者，此外生者舉辦告別儀式，能夠量力而為與讓自己心安為主；在社會觀感上，因為親友以告別儀式判斷子女的孝順依據，以及子女為了讓父母在天之靈不失面子，因此子女背負著將父母的告別式舉辦地豪華與氣派的壓力。在行為方面，消費者購買生前契約的原因是為減少晚輩困擾、確保有人辦理身後事、能為自己的身後事做主，而未購買生前契約原因為避諱談論死亡與認為無急迫性，另外在選擇生前契約禮儀公司品牌上，消費者會選擇價格合理、塔位地點多、能給予保障與被信任的禮儀公司，以及因為參加某禮儀公司舉辦的告別儀式有良好經驗，而選擇此禮儀公司的生前契約。

　　本研究根據訪談結果，以推導能提高不同家庭角色消費者購買生前契約意願之廣告訴求。針對子女為父母購買生前契約的目標族群，本研究以三個層面討論，在子女對自己的層面，子女能不愧對父母，同時也感到心安；在對父母的層面，能讓父母有面子地走完人生最後一程；在對親友層面，子女能展現對父母的孝心。針對為自己購買生前契約的目標客群，若為有子女者，廣告訴求強調不因為身後事而帶給子女困擾與負擔；若為無子女者，廣告訴求強調禮儀公司能為目標客群妥善地完成身後事。針對想為自己身後事做主的目標客群，廣告訴求強調能自主決定塔位位置、告別儀式風格與內容。禮儀公司在生前契約的廣告訴求還需強調能給予消費者保障。

關鍵字

生前契約 ； 質性研究 ； 焦點團體訪談 ； 廣告訴求 ； 態度

並列摘要

Though Taiwan has become an aging society, the popularity rate of preneed funeral contract is less than 2.38%. This qualitative research adopts focus group interview that analyses different attitudes toward preneed funeral contract from different members of family and advertising appeals of raising the willingness of buying the contract.

This research adopts Tricomponent Attitude model to analysis the cognition, affect and conation of consumers. As for cognition, we discovered that consumers have low awareness toward the preneed funeral contract. Only because their relatives pass away or their relatives work as a preneed funeral contract sales did they recognize the information of the contract. As for affect, consumers mentally take funeral service as a comfort of livings and the memorization to the death. On the other hand, offspring held funeral service as luxury and high-end as possible to make their parents proud because people would judge it as the love to their parents. As for the conation, the reason consumers purchase the preneed funeral contract is that they thought they could reduce the burden to their offspring and make sure they could be settled well after passing away. However, the reason consumers did not purchase one is that they are reluctant to face the death and do not take the contract as necessary. As for the brand choosing for purchasing the contract, consumers are care more about the following reasons. (1) Reasonable price (2) various locations (3) trustworthy company (4) their participation experience.

This research is based on the focus group interview and proposes the advertising appeal to raise the wiliness of contract purchasing. Targeting offspring who purchase the contract for their parents, this research separates into three aspects. First, from the aspects of offspring to themselves, they want to feel satisfied and regretless. From the aspects of offspring to their parents, they want their parents can leave with honor and dignity. And from the aspects of offspring to their relatives, they want to show their love to their parents. For consumers who purchase the contract for themselves and have offspring, we suggest the advertisement focus on reducing the burden to their offspring; for those who do not have offspring, we suggest the advertisement focus on the funeral company could help them to organize their funeral well. For those who want to take charge in their funeral by themselves, the advertising appeal will focus on that all the location, style and content could be customized. Furthermore, Funeral company could also highlight the assurance to their consumers in their advertisement.

並列關鍵字

Preneed Funeral Contract ； Qualitative Research ； Focus Group Interview ； Advertising Appeal ； Attitude

參考文獻

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