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題名 以顧客旅程地圖與科技接受因素探討樂齡福祉科技產品之購買決策
Investigating purchase decisions of gerontechnology products: Perspectives of customer journey map and adoption of technology作者 施又丹
Shih, Yu Tan貢獻者 張瑜倩
Yu-Chien Chang
施又丹
Yu Tan Shih關鍵詞 樂齡福祉科技
銷售決策
科技接受因素
銀髮市場
顧客旅程地圖
Gerontechnology
Adoption of technology
Customer journey map
Marketing strategy
Silver market日期 2022 上傳時間 3-Oct-2023 10:43:19 (UTC+8) 摘要 隨著醫療技術的進步、人均壽命延長，台灣將於2025年邁入超高齡社會，意味著高齡者將在可見的未來成為消費市場中舉足輕重的族群。許多產業基於高齡族群的健康、娛樂、居住、照護等生活需求以跨領域知識整合的方式做創新科技的研發，樂齡福祉科技的應用逐漸為許多科技大廠重要發展重點。 本研究以科技接受因素與顧客旅程地圖兩個理論視角探討樂齡福祉科技產品的銷售策略，並選定電動床與智慧床墊為研究標的，訪談三位品牌經營者以即11位產品的購買者或使用者，並進入銷售場域採取非參與式觀察法觀察銷售員與潛在消費者的互動模式，分析樂齡福祉科技產品的顧客旅程。 本研究發現，「注意」、「認知」、「體驗」、「購買」、「安裝」與「使用」為顧客旅程中重要的六項行為，並且每一個行為的動機以及與品牌廠商的互動方式皆會受到高齡者的科技接受因素所影響；此外，價值因素為促使購買者在消費前產生強烈購買意願的關鍵，因此品牌廠商需在接觸點傳遞商品對高齡者的效益，幫助購買者理解產品功能與用途。高齡者的家人、朋友、長期照護者與醫療專家的經驗與建議，成為購買者在消費前建構品牌商品價值認知的重要來源，因此品牌廠商需理解這些成員與使用者間的關係，並從他們的專業創造共同的話題與感受，讓社會支持成員成為品牌商品的重要推廣者。鑒於許多購買者皆是基於孝心與愛而購買樂齡福祉科技產品，且因其有較高的科技技術門檻，因此購買者在選購產品時常會有不知所措與茫然的情況發生，品牌廠商應將自己視為長期照護領域的專家為購買者在顧客旅程中，傳遞相關領域的知識與選購指引，才可讓樂齡福祉科技產品能在目標用戶中產生擴散。
With the advancement of medical technology and the extension of life expectancy, the phenomenon of aging population is no longer limited to the society of high-income countries. The government and many industries in Taiwan have begun to develop innovative technologies that address the health, entertainment, housing, and care needs of the elderly in a cross-disciplinary knowledge integration approach. This study uses two research theories: the technology acceptance factor and the customer journey map to explore the sales strategy of gerontechnology products. The study uses electric beds and smart mattresses as the subject of the study and interviewed three brand operators, and11 product buyers or users. As well as, this research use nonparticipant Observation to observe the salesperson and potential consumer interaction patterns in the sales without actively participating. This research found that awareness, cognition, trial, payment, installation, and after-sales service are the six important behaviors in the customer journey. Three purchase decisions of gerontechnology products were proposed. First, The value factor is the key to generating a strong pre-consumer desire to buy, so brand owners need to convey the benefits of their products to consumers at the touchpoint. In addition, the experience and advice of family members, peers, long-term care assistants and medical professionals are also important sources of pre-consumer awareness of the value of branded products. 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(2015)。商品感性價值內涵與資訊傳遞設計－以文創產業為例。 管理資訊計算，第4卷第1期，頁55-72. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
109364107資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109364107 資料類型 thesis dc.contributor.advisor 張瑜倩 zh_TW dc.contributor.advisor Yu-Chien Chang en_US dc.contributor.author (Authors) 施又丹 zh_TW dc.contributor.author (Authors) Yu Tan Shih en_US dc.creator (作者) 施又丹 zh_TW dc.creator (作者) Shih, Yu Tan en_US dc.date (日期) 2022 en_US dc.date.accessioned 3-Oct-2023 10:43:19 (UTC+8) - dc.date.available 3-Oct-2023 10:43:19 (UTC+8) - dc.date.issued (上傳時間) 3-Oct-2023 10:43:19 (UTC+8) - dc.identifier (Other Identifiers) G0109364107 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147730 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 109364107 zh_TW dc.description.abstract (摘要) 隨著醫療技術的進步、人均壽命延長，台灣將於2025年邁入超高齡社會，意味著高齡者將在可見的未來成為消費市場中舉足輕重的族群。許多產業基於高齡族群的健康、娛樂、居住、照護等生活需求以跨領域知識整合的方式做創新科技的研發，樂齡福祉科技的應用逐漸為許多科技大廠重要發展重點。 本研究以科技接受因素與顧客旅程地圖兩個理論視角探討樂齡福祉科技產品的銷售策略，並選定電動床與智慧床墊為研究標的，訪談三位品牌經營者以即11位產品的購買者或使用者，並進入銷售場域採取非參與式觀察法觀察銷售員與潛在消費者的互動模式，分析樂齡福祉科技產品的顧客旅程。 本研究發現，「注意」、「認知」、「體驗」、「購買」、「安裝」與「使用」為顧客旅程中重要的六項行為，並且每一個行為的動機以及與品牌廠商的互動方式皆會受到高齡者的科技接受因素所影響；此外，價值因素為促使購買者在消費前產生強烈購買意願的關鍵，因此品牌廠商需在接觸點傳遞商品對高齡者的效益，幫助購買者理解產品功能與用途。高齡者的家人、朋友、長期照護者與醫療專家的經驗與建議，成為購買者在消費前建構品牌商品價值認知的重要來源，因此品牌廠商需理解這些成員與使用者間的關係，並從他們的專業創造共同的話題與感受，讓社會支持成員成為品牌商品的重要推廣者。鑒於許多購買者皆是基於孝心與愛而購買樂齡福祉科技產品，且因其有較高的科技技術門檻，因此購買者在選購產品時常會有不知所措與茫然的情況發生，品牌廠商應將自己視為長期照護領域的專家為購買者在顧客旅程中，傳遞相關領域的知識與選購指引，才可讓樂齡福祉科技產品能在目標用戶中產生擴散。 zh_TW dc.description.abstract (摘要) With the advancement of medical technology and the extension of life expectancy, the phenomenon of aging population is no longer limited to the society of high-income countries. The government and many industries in Taiwan have begun to develop innovative technologies that address the health, entertainment, housing, and care needs of the elderly in a cross-disciplinary knowledge integration approach. This study uses two research theories: the technology acceptance factor and the customer journey map to explore the sales strategy of gerontechnology products. The study uses electric beds and smart mattresses as the subject of the study and interviewed three brand operators, and11 product buyers or users. As well as, this research use nonparticipant Observation to observe the salesperson and potential consumer interaction patterns in the sales without actively participating. This research found that awareness, cognition, trial, payment, installation, and after-sales service are the six important behaviors in the customer journey. Three purchase decisions of gerontechnology products were proposed. First, The value factor is the key to generating a strong pre-consumer desire to buy, so brand owners need to convey the benefits of their products to consumers at the touchpoint. In addition, the experience and advice of family members, peers, long-term care assistants and medical professionals are also important sources of pre-consumer awareness of the value of branded products. Lastly, Brand owners should consider themselves as experts in the field of long-term care to pass on their knowledge and guidance to buyers during the customer journey, so that gerontechnology products. can spread among target users. en_US dc.description.tableofcontents 第壹章 緒論 1第一節 研究背景 1第二節 研究動機 3第三節 研究問題與研究目的 6第貳章 文獻回顧 7第一節 銀髮產業概況 7第二節 高齡者與科技接受因素探討 13第三節 顧客旅程 22第四節 小結與研究架構 26第參章 研究方法 28第一節 研究流程 28第二節 研究工具 30第三節 研究設計 32第肆章 研究發現 40第一節 電動床背景概況 40第二節 消費前的顧客旅程 46第三節 消費中的顧客旅程 67第四節 消費後的顧客旅程 71第五節 樂齡福祉科技產品的銷售策略 74第五章 結論與建議 80第一節 研究結論 80第二節 研究貢獻 81第三節 研究限制與後續研究建議 84參考文獻 86附錄一：品牌銷售員訪談大綱 93附錄二：消費者訪談大綱 94 zh_TW dc.format.extent 2619647 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109364107 en_US dc.subject (關鍵詞) 樂齡福祉科技 zh_TW dc.subject (關鍵詞) 銷售決策 zh_TW dc.subject (關鍵詞) 科技接受因素 zh_TW dc.subject (關鍵詞) 銀髮市場 zh_TW dc.subject (關鍵詞) 顧客旅程地圖 zh_TW dc.subject (關鍵詞) Gerontechnology en_US dc.subject (關鍵詞) Adoption of technology en_US dc.subject (關鍵詞) Customer journey map en_US dc.subject (關鍵詞) Marketing strategy en_US dc.subject (關鍵詞) Silver market en_US dc.title (題名) 以顧客旅程地圖與科技接受因素探討樂齡福祉科技產品之購買決策 zh_TW dc.title (題名) Investigating purchase decisions of gerontechnology products: Perspectives of customer journey map and adoption of technology en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Amazon.(2020). “What Is Alexa Together.” Available from https://www.amazon.com/gp/help/customer/display.html?nodeId=G69KPQ4FJSTE9KC4&language=en_US/, Retrived on June 14, 2022.Balta-Ozkan, N., Davidson, R., Bicket, M., & Whitmarsh, L. 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