臺北市老人住宅消費者購買行為與市場區隔之研究

Abstract

根據經建會與內政部對未來人口結構之推估可知，臺灣地區的老年人口遽增將是萬難抵擋的趨勢，未來老人養護與安養需求將增加。尤以都會型態的臺北市，20年至30年後，臺北市每三人就有一人是老人。面對未來龐大的老年人口居住照顧的需求，加上政府釋出稅負優惠及投資抵減，使得許多業者或團體，對於投入老人住宅的市場積極籌畫中。本研究希望藉由老人住宅消費者之購買行為，瞭解消費者在評估老人住宅時會注重哪些產品屬性。此外，從不同消費群體的角度去探討對產品偏好上的差異，希望有助於業者擬定其行銷策略。 本研究採用問卷調查法來收集資料，以EBM模式之消費者購買決策過程作為本研究之架構，以AIO生活型態變數作為市場區隔的基礎，並描述其人口統計變數之特徵，透過老人住宅之產品屬性、消費實態變數，作為消費行為之描述。在分析方法上，以次數分配百分比、因素分析、信度分析、集群分析、區別分析、變異數分析、雪費檢定、卡方檢定等統計方法，對蒐集之樣本資料進行分析。 根據研究結果顯示，老人住宅消費者可透過生活型態作為有效市場區隔的變數，分為「熱心物質享受型」、「現代利己封閉型」、「品牌外向適應型」，各區隔市場之老人住宅消費者，在人口統計變數、購買動機、資訊來源、產品屬性評估準則及消費購買實態變數上有顯著差異。根據研究結論，本文最後就三個區隔市場，提出產品、價格、通路及促銷策略，作為老人住宅相關業者擬定行銷策略之建議。

According to the estimate of population structure by Council for Economic Planning and Development (CEPD) and Ministry of the Interior, the older population will increase extremely high. In other words, the demand for elder-care will also grow up rapidly in the society. Especially in Taipei, there will be an elder in every three people in coming 20 to 30 years. With the demand for elder-care and the encouragement of tax relief policies, the private businesses and organizations have positively expanded the size of investment into the senior housing industry. Therefore, this research through the purchasing behavior of the consumers who living in the senior houses to understand which product properties consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help the senior housing providers form their marketing strategy. In this research, the questionnaire is adopted to collect the data, the EBM consumer purchasing behavior model is used as a conceptual framework, and the AIO lifestyle variables are used as a basis for market segmentation. Demographic factors, product properties, and consumption reality variables are used to describe the characteristics and behavior of consumers. All data analyzed with following methods: Frequency Distribution Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, ANOVA Analysis, Scheffe’s Test and Chi-square Test. The research result shows that the consumers who living in the senior houses could be effectively segregated by lifestyle variables, such as “ Enthusiastic & Material Buyer”, “Modern & Egoistic Buyer”, and “Brand & Extroverted Buyer”. Among the three segments, demographic variables, purchase motive variable, sources of information, product properties and consumption reality variables are significant predictions of product choice. The results and recommendations of this research could help the senior housing providers form their product, price, place, and promotion strategy.