資深公民使用資訊科技產品之自我學習、效能與消費捷思的關連性探討- 以去抑效應為中介因子

A Study on Correlation between Self-Study of Senior Citizens, Effectiveness and Consumer Heuristics – Using Disinhibition Effect as Medium Factor

林玲舟(Chou-Ling Lin)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00573

摘要

根據內政部人口統計數據顯示，我國65歲以上人口比率於82年超過7%，106年增為14.0% 、114年將達20%，亦即我國高齡人口在短短的24年間倍增，也象徵高齡化族群消費市場是塊具潛力的藍海市場；本研究觀察時下資訊科技產品開發以追求輕薄短小、多功能為趨勢，但資深公民隨著年齡的增加，身心機能會逐漸衰退的現實下，使用科技產品時自然會產生許多認知上及操作上的問題，另一方面資深公民似乎在消費認知上有其特別的靈敏度，本研究經文獻探討後，歸類出資深公民消費捷思，受到中介變數影響，發展本研究的理論主軸，進而產生研究議題。本研究以資深公民作為研究對象，追蹤訪問總人數共三十位，配合紮根理論邏輯方法分析資料。
根據研究結果發現，現在的資深公民越來越重視身體健康，重視規律運動；而資深公民認為資訊科技產品在操作介面過小及使用上太繁雜；對於接受程度而言以生活資源支配能力高者，接受度較高；反之則較低。其次，資深公民對於資訊科技產品之消費捷思之影響，社經地位較高者，在選購資訊科技產品時，往往會因關係品質之影響，縮短其購買決策過程，且不論可支配所得及財富自由度之高低，消費的決策大多會受心靈自由度的影響，本研究同時探索發現資深公民消費捷思的路徑受到去抑效應以及關係品質兩種中介變數的影響。最後希望能提供給後續研究以量化方式進行驗證，同時幫助銷售者能利用關係品質來影響資深公民的消費捷思，也能讓個人在選購商品時透過消費捷思來縮減選購商品的時間。

關鍵字

資深公民 ； 去抑效應 ； 消費捷思

並列摘要

With the advancement in development and innovation of healthcare and biotechnology, the number of the ageing people in Taiwan has been on the rise in recent years. While modern ITC products are light and easy to carry with a variety of functions, senior citizens as a whole still find problems with recognition and operation about the gadgets, making them fall into the group of later followers in technology. After a review of literature, authors of this study came up with a subject of research to be mainly based on a theory that medium factor plays a role in the consumer heuristics of senior citizens. A panel study involving 30 senior citizens was conducted over a long period of time. Using a down-to-earth logic method for analysis, this study discovered that senior citizens are attaching an increasing importance to health and therefore have developed the habit of doing exercise in the morning, that they believe the operation interface of ICT products is too small and the process of controlling those devices is too complicated, and that those having a greater ability to control resources for life have a higher degree of acceptance of high-tech information products and vice versa. Besides, as far as the influence of the consumer heuristics of ICT products on senior citizens is concerned, this study also found that when shopping ICT products, those having a higher social and economic status may often shorten their decision-making process because of the effect of relationship quality and that their consumption decision is largely affected by the level of discretion regardless of the degree of freedom in the allocation of their income and wealth. This study further learned that the path of the consumer heuristics of senior citizens is affected by the two medium factors of disinhibition effect and relationship quality. It is hoped by authors of this study that quantitative studies can be done in the future to verify the findings here in this study and that the verification will be able to help sellers to use relationship quality to influence the consumer heuristics of senior people so as to shorten their time for shopping through the consumer heuristics.

並列關鍵字

Senior citize ； Disinhibition effect ； Consumers heuristic

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