Improving middle aged and elder people to use technology products

• Main Authors: Hsin-yu Chen, 陳欣渝
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/bqtpvc

碩士 === 國立臺灣科技大學 === 科技管理所 === 100 === As the technology industries develop extensively, many companies provide new products with different innovative functions. It is important for them to catch the attention of customers. It seems to be younger generation buying technology products. However, the middle up generation have higher buying power because of more disposal income. Furthermore, the world turns into ageing society, how to efficiently trigger the purchase of hi-tech products among the middle aged and elder generation becomes critical. The research explores people with age from 50 to 64 years old; investigating the influencing factors in their purchase process of technology products. What do the middle aged and elder people concern about technology products and the reasons to purchase？The aim of this study is to analyze how to trigger their interests on the technology products, and how they make choices in different stages. The results can provide companies insights on strategies toward this target segment. The conclusions of this study indicate there are three ways to attract middle aged and elder’s attention: first is the power of Word-of-mouth marketing from their children; second is the appearance of technology products; and the last one is to promote technology products by advertisement. To raise their interests, it is effective to introduce functions of products and use low price strategy. Additionally, the limited discount period could impulsively trigger the purchase. The study applies AIDA model on the middle aged and elder people to explore the influencing factors in their purchase process. The findings of the study can be useful for firms to make better strategy in middle aged and elder people.