| Summary: | 碩士 === 長庚大學 === 醫務管理學系 === 100 === Because the aging population and decreasing in human family care in Taiwan, the senior housing develop actively to supply safe needs and life care for some family which unable to take care of elders. The senior housing is designed for elders in which supply a comprehensive services environment, but the occupancy rate is low. Many studies find that the factors of immigrating intention including different cognition, economy, state of health, senior housing service, etc.
However, people will consider self attitude, reference groups’ opinion, and ability before they actually immigrate senior housing. Therefore, according to the Theory of Planned Behavior, this research deduces that consumers' attitude toward immigrate, the influence of subjective norm, and perceived behavior control have significant influences on customers' intention of immigrating senior housing. This research conducts the study through questionnaire survey and the target group is designated above 45 years-old people. Questionnaire survey was implemented in Taipei and New Taipei City, using convenience sampling, and 243 copies were collected. Valid retrieving rate is 89.7%.
The analysis results indicate that attitude toward immigrating and perceived behavior control have significant positive influences on intention to immigrate senior housing. But subjective norm have not, that's because seniors are such a group of low self-monitors, depending on self information to behavior. Next, we conducted cluster analysis on high-intention elders. Finally, several marketing strategies concerning each cluster are suggested to the authority.
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