To Explore the Theory of Reasoned Action and Word of Mouth Will to Stay Modern Health Village

• Main Authors: CHI, CHIEN-TING, 紀鑑庭
• Other Authors: YU, SUNG-WEN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/9487ak

碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 104 === Taiwan to ward an aging society, due to advances in medical technology and health knowledge was increased, so that the average life expectancy of people, the elderly population is increasing, and demand in order to provide safe care for the elderly living in Taiwan began to focus on the relevant provisions of the health village and design . Although the village health mainly the elderly, provide a secure environment, improve health care and comprehensive services, but the occupancy rate is still low. Past studies have found that older people stay factors willingness affect cognitive differences, economic status, health status and so on. In this study, questionnaire to collect samples to facilitate sampling distributed 320 questionnaires, the effective rate of 94.4%.In this study, theory of reasoned action and word of mouth marketing for the study of the subject. Investigate the effect between the attitudes of living in village, subjective norms and word of mouth marketing .Also use of demographic variables such as: sex, age, occupational status, marital status, education level, analysis the attitudes of living in village, subjective norms and word of mouth marketing will affect the willingness of village health check. This study found that attitudes to check the health of the village because of the number of children of different genders and vary, subjective norms, behavioral intentions and word of mouth marketing is due to age and marital status have a significant impact. Finally, in order to improve the health of modern willingness to stay the village, the health status of the integrated village development, literature review and the results of this research, give advice operator's marketing strategy.