台灣老年照護市場的購買行為研究

Abstract

研究目的：台灣醫療產業困難經營，隨著高齡化社會的來臨，老年人的需求就是我們的商機。本研究對老年照護市場的購買行為進行研究，以瞭解老人照護服務概況及特性，並藉由老人照護消費者之購買行為，瞭解消費者在評估時會注重哪些產品屬性，從不同消費群體的角度去探討對產品偏好上的差異、以進行購買需求構面解析，且針對企業經營的各個構面產生獨特的策略定位，做具體之建構以形成企業競爭優勢，希望有助於業者擬定其行銷策略。 研究方法：本研究屬於探索性，以次級資料研究，及問卷設計與專家深度訪談研究。透過文獻探討，將研究變數分為：人口統計變數、生活型態變數及消費行為變數三大部份。依據研究目的，擬定研究假設；進而設計問卷內容，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，透過老人照護之產品屬性、消費實態變數，作為消費行為之描述。在分析方法上本研究採用次數分配百分比、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。 根據研究結論，老人照護消費者可透過生活型態作為有效市場區隔的變數。各區隔市場的老人照護消費者，在人口統計變數有顯著差異。本文最後就三個區隔市場，提出產品、價格、通路及促銷策略，作為政府與相關業者擬定策略之建議。

Among the many factors affecting medical expenses, the population aging is the single most concurred upon by scholars examining the fiscal balance of the Taiwanese National Health Insurance. According to the estimate of population structure by Council for Economic Planning and Development and Ministry of the Interior, the older population will increase extremely high. Population aging is a necessary consequence of the population transition and that will be the new commercial chance for medical industry. We study on the elderly nursery market to know the difference about people segregating in purchasing the care. Also, we wish to study the elements that influence the elderly nursery care purchasing behaviors. Therefore, the resources of nursery care might be efficiently used, and the service marketing will be improved as well. Through this research on Taiwan elderly citizen’s purchasing behavior for health maintenance, we hope there will be better understanding about the core elements for the elderly nursery care services and promoted appropriate strategies for the elderly nursery care organization and for the government authority. In experimental research, we make use of questionnaires investigation reports from one medical center. 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 could be effectively segregated by lifestyle variables. 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 elderly nursery care providers form their product, price, place, and promotion strategy.