老人住宅潛在需求者市場區隔之研究

A Study Of Senior Housing Market Segmentation

郭祖安(Tsu-An Kuo)

指導教授 ： 張慈佳

長榮大學/管理學院/土地管理與開發學系(所)/碩士(2016年)

摘要

近年來，隨著人口成長率逐年減緩以及人們壽命逐年增加台灣已進入高齡化社會，因此在面對老年潮的同時，如何健立適當的環境，使老年人在身體、心理、經濟、社會等各個層面都能自信與自在地生存，實為當前最重要的課題之一。本研究主要是想用老人生活型態變數進行市場區隔，了解目前台南市中老年人在生活型態上的差異，之後並探討不同生活型態的中老年人對於設施設備上的需求。
以原台南市六個行政區50歲以上的中老年人為研究對象。於2015年9-11月間發放問卷，總共回收382份有效問卷，利用生活型態變數搭配因素分析、集群分析及卡方檢定將中老年人區分為四個區隔市場，分別為「傳統保守」、「獨立自主」、「外向社交」與「前衛新穎」四群。可以發現這四群的中老年人不論在生活型態、願付價格、入住意願都是有不同的。
在設施設備及服務上，利用不同分群的中老年人與設施設備做卡方檢定，可以發現不同的中老年人對於設施設備需求上是有差異的，綜合而言，不同生活型態的中老年人對於願付價格、入住意願以及設施需求都是有不同的。
最後本研究統整以上四個客群特性之後認為，如果未來台南市想要推出老人住宅，主要可以鎖定的客群為「外向社交群」以及「前衛新穎群」，主要的原因是因為這兩群的中老年人不論是願付價格、入住意願以及總人口的比例都是最高的，也因為這三個重要原因，因此認為「外向社交群」以及「前衛新穎群」是目前台南市最重要的老人住宅潛在消費族群。

關鍵字

生活型態 ； 高齡化 ； 市場區隔 ； 老人住宅

並列摘要

In recent years, with the population growth rate slowed year by year, and increased life expectancy of people every year in Taiwan has entered the aging society, so in the face of old age, while the tide, how to establish an appropriate environment in which older people in physical, psychological, economic, social and other the level of confidence and freedom can survive, in fact, the most important issue. This study is to conduct market segmentation variables with the elderly living patterns, understand the current differences in the elderly in Tainan on lifestyle, and then explore the different lifestyles of the elderly on the demand for facilities and equipment.
In Tainan original six districts in the elderly over 50 years for the study. 2015 September - November questionnaires, a total recovery of 382 valid questionnaires, the use of lifestyle variables with factor analysis, cluster analysis and chi-square test will be divided into four segments in the elderly market, namely "traditional conservative" , "independence", "outgoing social" and "avant-garde novel" four groups. You can find these four groups in the elderly regardless of lifestyle, willingness to pay, willingness to stay are different.
On the facilities and services, the use of different grouping of the elderly and facilities do chi-square test, you can see different in the elderly there is a difference on the demand for facilities and equipment, integrated, the different lifestyles of the elderly for people willing to pay the price, willingness to stay and facilities needs are different.
The study concluded that more than four segments Integration feature later, if you want to launch future Tainan residences for the elderly, you can lock the main customer base is "outgoing social group" and "group of avant-garde novel," The main reason is because the two whether in the elderly population is willing to pay the price, and willingness to stay the proportion of the total population are the highest, but also because these three important reasons, it is considered "outgoing social group" and "new avant-garde group" is currently the most important Tainan elderly residential potential consumer groups.

並列關鍵字

Lifestyle ； Ageing society ； Market segmentation ； Senior house

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