| Summary: | 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。
=== As the proportion of the senior population has increased significantly in Taiwan, the market for seniors is drawing much attention. The recent emergence of the upscale senior housing market is a case in point. Although the independent living communities for healthy seniors have been around since the mid-90s, there have been only a few notable selections and among them even fewer success stories. This research intends to examine the purchasing decisions surrounding high-end independent living communities by surveying the older residents of Taipei.
From the perspective of potential customers, this research first examines how demographic variables affect the evaluation criteria of consumers for independent living communities, and then examines the relationship between the influencing factors motivating the decision of seniors to move to independent living communities and the evaluation criteria. Finally, the relationship between the evaluation criteria of consumers and their specific value preferences is determined.
The research findings identify factors influencing consumer behavior and derive marketing recommendations for senior housing providers. The seniors between the ages of sixty-five and seventy-four are less concerned than other age groups about all evaluation factors, and can be the best customers for independent living communities that provide both opportunities for an active life style and healthcare services. Most seniors prefer to remain in a familiar place, and therefore the greater Taipei area is the most popular location. Since entrance deposits involve financial risks and moral concerns, seniors would rather pay higher monthly fees. The type of services offered provides the competitive advantage. Developers should emphasize services rather than environmental conditions in designing its product. Given that perceptual differences are one of the major obstacles preventing seniors from moving to independent living communities, the concept of independent living communities 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.
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