A Study on Influential Factors of the Elderly’s Shopping Channel Selection for General Merchandise Retailers in Central Taiwan

• Main Author: 高明得
• Other Authors: Wang, Min-yang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/46733156476331122120

碩士 === 國立清華大學 === 工業工程與工程管理學系 === 100 === The trend of population aging will spread continuously in the world including Taiwan. The phenomenon of population structure changes will result in the transformation of Taiwan’s consumer market. Due to population aging and complete social welfare system, the elderly will become one of the mainstreams of consumer market in Taiwan. The purpose of this study is to identify the factors that may affect the elderly’s shopping channel selection for general merchandise retailers, and also survey the usage for each shopping channel. The primary methods of this study include in-depth interview and questionnaire survey. Through actual interview with 13 senior citizens who must be over 65 years old. We extract 49 factors that may affect the elderly’s shopping channel selection, and then classify each factor into specific dimension. On the other hand, in order to survey the usage of each shopping channel, totally 350 questionnaires were issued. The results of interview indicate many respondents mentioned that supermarket sold various types of merchandises; it can satisfy consumer’s demands of one-stop shopping. The goods sold by department store are more valuable and suitable for gift giving, and respondents also proposed that feel the atmosphere is the main reason driving consumers to shopping. Convenience stores provide service attract senior citizens to consume. There are many benefits of retailing warehouses such as cheaper price, quantity discount and zero interest rate by stages. Besides, the replacement and return mechanism of product is complete, it can be guaranteed to consumers. And the results of questionnaire survey also indicate there are differences between elderly’s usage for each shopping channel. In conclusion, the research points out the elderly have both motivation and influencing factors to choose different shopping channels. Although this study belongs to consumer psychology, it’s based on the concept of human factors engineering. If we want to explore all various factors in the process of consumption, only understand consumer demand truly, so that the enterprise may create friendly shopping environment for elderly consumer.