Factors Affecting the Evaluation Criteria of Independent Living Units by Seniors - 政大學術集成
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(2) should be promoted further to alter the perceptions of seniors that independent living communities are solely for the sick and frail. Marketers should attempt to increase the product awareness of both its target customers and their children to help them view senior housing communities as a viable living arrangement.. Key words: senior, elderly, old, senior housing, independent, retirement, marketing, evaluation criteria, consumer behavior, Ruenfu. ii.
(3) 摘要 台灣隨著高齡人口逐年增加,銀髮市場漸受矚目,高級安養住宅的興起即 是一例。儘管銀髮安養住宅陸續於一九九0年代中期推出,但是個案數量不多, 成功經營者更是屈指可數。本研究藉由調查台北銀髮族的看法,以分析影響高齡 者評估銀髮安養住宅之要素。 藉由調查潛在顧客的意見,本研究首先分析人口變數對安養住宅評估標準 的影響,接著分析高齡者遷移決策之影響要素與評估標準之間的關係。最後,本 研究探索消費者的評估標準與其價值偏好之關係。 本研究提出影響消費者行為的要素,並提供行銷建議供安養住宅業者參 考。研究發現 65 至 74 歲的銀髮族對所有評估要素的要求,較其他高齡者低,因 此對於提供活躍的生活形態和醫療服務的安養住宅而言,這群人最具潛力成為最 佳顧客來源。大部分高齡者選擇在熟悉的土地上頤養天年,大台北地區成為最受 歡迎的退休居所選擇。在入住保證金方面,由於擔心財務風險與業者的職業道 德,多數年長者寧可每月支付較高的管理費,以替代高額的保證金要求。服務品 質為競爭優勢的來源。業者設計產品時,應著重於提供優質服務,而非一味追求 硬體設施。研究發現認知差異是影響老年人移居安養住宅的主要因素之一,業者 應該加強宣傳安養住宅的產品概念,扭轉市場上普遍認為只有老病纏身者才需入 住安養住宅的想法。此外,業者行銷時,應該同時增加目標顧客及其子女對產品 的瞭解,使其將安養住宅列為退休居所的選擇之一。. 關鍵字:高齡者、老年人、老人、老人住宅、安養住宅、退休、行銷、評估標準、 消費者行為、潤福. iii.
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