| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 99 === In recent years, the number of Taiwan’s convenience stores has reached 9480, which is the highest density in the world. Due to convenience stores selling goods and services all-inclusive, they have become an indispensable part of our lives. According to Ministry of the Interior Statistics of 2011, the proportion of elderly population aged over 65 has more than 10.7%, about 248 million people, and is increasing year by year. The comsumption business brought by aged group be underestimated. Aged group can easily purchase the daily needs of goods and services, especially when the convenience store is located near their house, which is very attractive for the elderly. This study uses EBM model as the conceptual framework and the independent variables of life pattern and demograplic population are included as well. It mainly researches on the convenience store’s consumer’s behavior of aged group in the Taiwan’s central region. Among 480 purposively conducted sampling questionnaires , there are finally 405 valid questionnaires for this study. The data on the use of factor analysis reduced the number of life pattern variables; then cluster analysis was used to analyze consumer’s behavior of aged group, and the outcome clustered the “trend type”, “fashion type” and “pragmatic type” by this analysis. Furthermore, this study used T test, single factor analysis of variance, chi-square and other methods to test the hypothesis. The results showed that the seniors go to the convenience store, and the highest frequency of purchase is “0-5 times a month”; the most amount of each purchase is below 100 NT. The “payment” and “buying beverages” are the majority of their purchase items. The decision-making process of seniors’s convenience store consumer behavior is mainly based on the “assessment criteria”, “attitude”, and “buying situation”, and those variables are close to be satisfactory. However, as for the variable “belief”, it is not quite satisfying. The various types of senior citizens in the assessment criteria of consumers, beliefs, attitudes, purchase situation, and purchase amounts are significant. This study shows that convenience store consumers of aged group are affected by their lifestyle, and are reflected in consumer behavior.
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