Effects of Regulatory focus, Advertising Appeal, and Target Time Distance on the Mid-aged and Elderly People’s Attitude toward and Willingness of Residing at Retirement Villages

• Main Authors: Ting -Yu Lin, 林庭羽
• Other Authors: Yun-Tsan Lin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jrfawq

碩士 === 國立勤益科技大學 === 專案管理研究所 === 106 === Since Taiwan’s medical development grows rapidly, Taiwanese people’s life is prolonged, and the rate of birth is relatively low, the government estimates that Taiwan will become a hyper-aged society after 2025. However, Taiwan’s low fertility has been decreasing while the aged population has been increasing. Under such a circumstance, diseases and care requirements have relatively risen. This has become an issue emphasized by Taiwanese citizens and government. This study adopts the 2×2×2 inter-group experiment design, which uses regulatory focus (acceleration/prevention), advertising appeal (rationality/sensibility) and target time distance (target time distance is nearer/target time distance is farther) as independent variables, to discuss the impacts of early seniors’ attitude toward retirement village advertisement and their boarding willingness. The test is targeted at the early seniors whose ages range from 45 to 64. 240 questionnaires are released in total, and 240 valid samples are received. The collected questionnaires are analyzed by ANOVA with SPSS statistical analysis software, and whether the hypothesis is formed is examined as well. Research results show that the testees of target time distance (target time distance is nearer/target time distance is farther), advertising appeal (rationality/sensibility), and regulatory focus (acceleration/prevention) indeed have obviously positive influences on residing willingness and attitude toward advertisement. If the retirement village owners can provide consumers with deeper value and cognition of retirement villages, they not only can receive better attitude toward advertisement but also can enhance consumers’ boarding willingness of retirement villages.