臺灣博碩士論文加值系統

星座從90年代開始在台灣形成一股風潮，至今時今日的台灣無論在線上或線下的媒體媒介上都看得到，可以說星座的資訊已經充斥在人們的生活之中；同時，在行銷上的運用也越來越普及。與此同時，台灣也進入了高齡社會，現今年齡超過65歲的老人已佔總人口的14.76%，老年人的消費早已成為各大企業的新戰場。本研究的目的，是希望能夠以星座為基礎所產生的星座特質及預言，來探討是否會影響老年人在消費偏好上會不會受其影響，以台灣量販店的消費資料為主要分析資料，並使用資料內的16大類的商品品項消費金額，對12星座的老年人進行統計分析，結果顯示在乾貨及蔬菜類的品項上出現顯著差異，其餘品項則未有顯著差異。在本研究結果中，部分老年人消費者偏好與該星座的人格特質有相關，並且可能為老年人傾向購買該類別商品之可能原因。由於本研究為探索性研究，可能在研究結果上能仍有不完善，有待未來相關研究繼續探討，因此建議可以結合訪談及問卷調查，來獲得更多資訊。在實務上，則建議可以使用更多星座相關的圖像或資訊來對老年人產品做包裝及推廣，使其更具多元化的吸引力。

Since the 1990s, the astrology has formed a trend in Taiwan. Today, Taiwan is seen on both online and offline media. It can be said that the information of the astrology has been filled in people's lives. At the same time, in marketing. The use of it is also becoming more and more popular. At the same time, Taiwan has also entered an aged society. Today, the elderly over 65 years old have accounted for 14.76% of the total population. The consumption of the elderly has already become a new battlefield for major enterprises. The purpose of this study is to explore whether the astrological traits and prophecies generated based on the zodiacs can affect whether the elderly will be affected by their consumption preferences. The consumption data of Taiwanese hypermarket is the main analysis data, and the 16 categories in the data are used. The amount of merchandise items consumed was statistically analyzed for the 12 constellations of the elderly, and the results showed significant differences in the dry goods and vegetables, and the other items did not differ significantly. In the results of this study, some elderly consumers' preferences are related to the personality traits of the astrology and may be the probable reason for elderly people to purchase this category of goods. Since this research is an exploratory study, it may still be imperfect in research. It is necessary to continue research in the future. Therefore, it is recommended to combine interviews and questionnaires to obtain more information and insight. In practical, it is recommended to use more astrology-related images or information to package and promote elderly products to make them more attractive.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
Abstract iv
Acknowledgement vi
List of Contents vii
List of Tables ix
List of Figure xi
Chapter 1 Introduction 1
1.1 Study Background 1
1.1.1 Elder Market and Population 1
1.1.2 Astrology as a tool to segment senior market 4
1.2 Motives of this study 7
1.3 Purpose of this study and the research question 8
1.4 Expected contribution of findings 8
Chapter 2 Literature review 9
2.1 Aged society and elderly market development 9
2.1.1 Elderly population 9
2.1.2 Aged society 10
2.1.3 The elderly consumer market in Taiwan 11
2.2 Astrology definition and background 13
2.2.1 Popularity paranormal belief in Taiwan 14
2.3 Astrology and Personality traits 16
2.3.1 Why do people believe in astrology: The Barnum Effect 18
2.4 The expectation from horoscopes and how people been affected by it. 20
2.4.1 Astrological personalities effect on people's purchasing behavior 22
Chapter 3 Methodology 27
3.1 Research design 27
3.2 Research procedure 30
3.3 Research statistical method 31
3.3.1 Descriptive statistics 31
3.3.2 One-Way ANOVA 31
Chapter 4 Data Analysis and Results 32
4.1 Sample demographic 32
4.2 Hypothesis Test 33
4.2.1 Dry goods category 34
4.2.2 Grocery category. 37
4.2.3 Drinks category. 37
4.2.4 DHP products category. 38
4.2.5 Perishable products category. 38
4.2.6 Fresh goods category. 39
4.2.7 Fruits category. 39
4.2.8 Vegetable category. 40
4.2.9 Bakery category. 43
4.2.10 Delicatessen category. 43
4.2.11 Seafood category. 44
4.2.12 Butchery category. 44
4.2.13 Textile category. 45
4.2.14 Hardgoods category. 45
4.2.15 Home products category. 46
4.2.16 DIY & car products category. 46
Chapter 5 Conclusions and Suggestions 48
5.1 Research results and discussion 48
5.1.1 Summary 63
5.2 Managerial Implication 64
5.3 Research limitation and direction for future research 65
Reference 67
Chinese reference 74

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