頁籤選單縮合
題名 | 高齡者認知年齡與探索性購買行為之研究=The Study of Cognitive Age and Exploratory Buying Behavior for Elderly People |
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作者 | 陳亭羽; 陸姵如; | 書刊名 | 明志學報 |
卷期 | 41:1 2009.06[民98.06] |
頁次 | 頁57-71 |
分類號 | 496.34 |
關鍵詞 | 高齡者; 認知年齡; 探索性購買行為; Elders; Cognitive age; Exploratory buying behaviors; |
語文 | 中文(Chinese) |
中文摘要 | 在全球高齡化的影響下,銀髮族市場逐漸受到重視,商機無限,而戰後嬰兒潮即將慢慢結束職業生涯,進入銀髮族的退休時代,這群高齡者過去是台灣社會發展的中流砥柱,財富優渥,長壽及健康,成為一股不容忽視的消費市場。過去研究顯示,對高齡者而言,認知年齡較傳統人口統計變數貼近真實心理狀態,更適合用於區隔高齡者市場。本研究以台北地區五十歲以上的高齡者為研究對象,採用問卷調查法,探討在不同的人口統計變數下,其認知年齡以及探索性購買行為關聯為何,以及認知年齡是否可以當作人口統計變數以及探索性購買行為之中介變數。研究結果顯示認知年齡越年輕的高齡者與以下特徵顯著相關:教育程度較高、健康狀況較好、可支配所得較高、退休時間較短。認知年齡相較一般傳統人口統計變數,更與探索性消費行為有顯著的相關性,而認知年齡完全中介退休長度以及探索性購買行為。認知年輕的銀髮族也具備進行多樣化的購買行為的潛力,他們較勇於接受以及嘗試新產品,提供廠商一個思考的新方向。 |
英文摘要 | Global population is growing older, and the elder market becomes an important segment gradually. The business opportunity is limitless. These baby boomers played an important role in the past years on Taiwan social development will retire with time. These mature consumers are healthier, wealthier, and more macrobiotic than past older persons, and become an important market. This study examines the measurement of cognitive age on people over fifty years old with questionnaires, and its relationship to demographic antecedent variables and to exploratory buying behavior consequential variables. Besides, this study employs mediated regression analysis to explore the mediational role with six antecedent variables and two consequential variables. Results show cognitively younger elderly more likely manifest higher education, better health situation, higher income, and shorter length of retirement. Cognitive age of older persons is related to exploratory buying behavior more significantly than demographic variables. Elders who cognitively younger tend more to proceed to these two exploratory buying behaviors: exploratory acquisition of products, and exploratory information seeking. Cognitive age does not have the significant mediation. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。