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研究生:楊淑華
研究生(外文):YANG,SHU-HUA
論文名稱:從消費者行為探討銀髮族養生活動、購買意圖行銷策略分析
論文名稱(外文):An analysis of silver-haired people health care activities, purchase intentions and marketing strategies from the perspective of consumer behavior
指導教授:謝雅惠謝雅惠引用關係
指導教授(外文):HSIEH,YA-HUI
口試委員:郭晉源謝雅梅謝雅惠
口試委員(外文):GUO,JIN-YUANHSIEH,YA-MEIHSIEH, YA -HUI
口試日期:2023-05-20
學位類別:碩士
校院名稱:開南大學
系所名稱:商學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:69
中文關鍵詞:銀髮族消費者行為養生活動行銷策略購買意圖
外文關鍵詞:silver-haired peopleconsumer behaviorhealth care activitiesmarketing strategiespurchase intent
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國內的人口結構不斷的改變,老年的人口不斷在增加,國家的經濟穩定發展關係著人口的結構,人口的高齡化與健康狀況影響國家的經濟,近年來銀髮族的健康議題不斷地被探討。世界各國重視銀髮族的人口比例,國家發展委員會(2022)六十五歲以上人口佔總人口數的七%為高齡化社會,十四%為高齡社會,二十%為超高齡社會。
台灣的銀髮族人數已超過國家原有的規劃,如何讓銀髮族在不同的生活型態了解養生的概念,尋找自己的養生需求,是重要的課題。本論文從消費者行為探討銀髮族養生活動、購買意圖與行銷策略分析。
本研究採用質性研究。藉由實地的訪談與問卷填答方式所獲得的資料作系統的分析。本研究的研究對象為銀髮族,對於購買養生活動的概念探討,訪談對象隨機尋找十二位超過六十五歲的銀髮族作為訪問的對象,本研究採用結構式訪談,將事先設計好的題目給研究對象填答與訪談,訪談內容經過整理分析比對。
從消費者行為的需求、慾望、要求的變數中發現,銀髮族因為需求會購買養生活動占比為100%。因為慾望會購買養生活動占比為17%,因為慾望可能購買養生活動占比為33%,因為慾望考慮購買養生活動占比為50%。
銀髮族因為要求可能購買養生活動占比為25%,因為要求考慮購買養生活動占比為58%,因為要求會購買養生活動占比為17%,研究分析可發現銀髮族在需要的變數上會購買,但是在慾望變數上購買比較不積極,在要求的變數有經濟的因素,會購買的比例較低。
在行銷策略變數,常以行銷的產品、價格、銷售地點、促銷廣告文宣模式,經過與研究對象訪談結果,銀髮族會因為養生活動產品品質優良而購買占比100%,銀髮族會因為養生活動產品價錢便宜而購買占比100%,銀髮族會因為養生活動產品方便獲得而購買占比100%,銀髮族會因為養生活動產品促銷而購買占比100%。
從研究分析發現銀髮族在購買養生活動的消費者行為,行銷策略深深影響銀髮族的購買意圖,彼此有深刻的關聯性。要讓銀髮族會購買養生活動,一定要提供優良與適合的產品,由於銀髮族幾乎是退休的族群,就算有兼職也是收入不多,對於產品的價錢是非常在意,產品獲得的便利性也是銀髮族考量的重點,交通的不方便會造成銀髮族的不便性,產品常有促銷或折扣更能引起銀髮族的喜愛。
依據本研究的訪談結果,銀髮族在購買養生活動是可以接受,也了解強身的重要性,為了更加強銀髮族的踴躍參加購買養生活動,有以下的建議。提供接送的服務;提供養生活動的體驗行銷;邀請家人參加瞭解養生活動內容。

The domestic population structure is constantly changing, and the elderly population is increasing. The stable development of the country's economy is related to the population structure.
The aging of the population and the health status of the country affect the country's economy. In recent years, the health issues of silver-haired people have been continuously discussed. Countries around the world attach importance to the proportion of the population of silver-haired people.
According to the National Development Commission (2022), seven percent of the population over the age of 65 is an aging society, 14 percent is an aging society, and 20 percent is a super-aging society.
The number of silver-haired people in Taiwan has exceeded the country's original plan. How to let the silver-haired people understand the concept of health preservation in different lifestyles and find their own health care needs is an important issue. This paper explores the silver-haired family's health care activities, purchase intention and marketing strategy analysis from the perspective of consumer behavior.
This study adopts qualitative research. The data obtained through field interviews and questionnaires were systematically analyzed. The research object of this study is the silver-haired people. For the concept of purchasing health-preserving activities, the interviewees randomly selected twelve silver-haired people over the age of 65 as the interview objects. Answers and interviews were given to the research subjects, and the contents of the interviews were analyzed and compared.
From the variables of needs, desires and requirements of consumer behavior, it is found that the proportion of silver-haired people who purchase health care activities because of demand accounts for 100%. 17% would buy health-preserving activities because of desire, 33% would buy health-preserving activities because of desire, and 50% would consider purchasing health-preserving activities because of desire.
The proportion of silver-haired people who may purchase health-preserving activities is 25% because they are required to consider purchasing health-preserving activities, and the proportion of silver-haired people who are required to consider purchasing health-care activities is 58%. Purchase, but the purchase is less active in the variable of desire, and there is an economic factor in the variable of demand, and the proportion of purchasing is low.
In terms of marketing strategy variables, it is often based on the marketing products, prices, sales locations, and promotional advertisements. After interviews with the research subjects, silver-haired people will purchase 100% of the products because of the high quality of health-preserving activities. 100% of the products are purchased at low prices, 100% of the purchases are made by the silver-haired people because they are easy to obtain, and 100% of the purchases are made by the silver-haired people because of the promotion of health care products.
From the research and analysis, it is found that the consumer behavior and marketing strategies of silver-haired people in purchasing health care activities deeply affect the purchase intention of silver-haired people, and they are deeply related to each other. In order for silver-haired people to buy health-preserving activities, they must provide high-quality and suitable products. Since silver-haired people are almost retired people, even if they have part-time jobs, they do not have much income.
They are very concerned about the price of products, and the convenience of obtaining products is also silver-haired. The focus of family consideration, the inconvenience of transportation will cause inconvenience to the silver-haired family, and the products often have promotions or discounts, which can arouse the love of the silver-haired family.
According to the interview results of this research, it is acceptable for silver-haired people to purchase health-preserving activities, and they also understand the importance of strengthening their bodies. In order to strengthen the active participation of silver-haired people in purchasing health-care activities, the following suggestions are made. Provide pick-up service; provide experiential marketing of health care activities; invite family members to participate in the content of health care activities.

誌 謝 I
中文摘要 II
英文摘要 IV
目 錄 VII
圖目錄 IX
表目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與研究限制 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 銀髮族 5
第二節 養生活動 8
第三節 消費者行為 13
第四節 行銷策略 22
第五節 購買意圖 30
第三章 研究方法 43
第一節 研究架構 43
第二節 質性研究模式 44
第三節 訪談設計與訪談對象 46
第四節 質性研究設計 48
第四章 研究結果分析 50
第一節 訪談對象類別 50
第二節 訪談內容 51
第三節 訪談結果分析 56
第五章 研究結論與建議 58
第一節 研究結論 58
第二節 研究建議 59
參考文獻 60
附錄問卷 65


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