| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.author (Authors) | 林虹妙 | zh_TW |
| dc.creator (作者) | 林虹妙 | zh_TW |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 18-Sep-2009 13:30:47 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 13:30:47 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 13:30:47 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093355040 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34993 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 93355040 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 近年來全球人口老化趨勢漸增，預計再過十年，全世界將面臨到人數最為龐大的嬰兒潮世代，從中壯年邁向老年的階段（65歲以上），全球老化情況將會激增，所謂的銀髮族群將會急速膨脹，屆時，因應此族群年齡增長而起的特殊需求，也將如雨後春筍般隨之而起，然而政府卻可能會因為社會資源或相關福利措施不足，面臨到因未能及時滿足此龐大需求缺口隨之而來的社會問題，為預防此現象發生，瞭解此族群的價值觀與生活型態是當前重要的議題，希望藉由瞭解他們的價值觀與生活型態，以便預測推估此熟年族群潛在需求，及早準備以提供給廠商開發新市場的機會，而對於這群剛過中年未至老年、正值風華絕代的年紀，本研究以「熟年族群」來代稱之，指的就是這群45~64歲龐大人口的世代族群。近年來，兩岸也逐步面臨到上述人口老化的問題，因為與筆者身處環境息息相關，故以研究台灣與大陸的熟年價值觀與生活型態作為本研究方向，抽選兩岸具政治、經濟等代表性的四個城市：台北、北京、上海及廣州，再透過八個與生活相關之概念：健康、投資理財、家庭兩性、工作退休、人際社交、對老的看法、科技生活及消費概念，共133題生活型態題，以問卷調查的方式，來探討此四地的消費者，面對這些概念的思維與核心價值觀，作為本研究核心主軸。本研究透過因素分析萃取出25個四地皆有的概念，另外，再加入性別、年齡及工作狀態三個控制變數，來比對兩岸四地的熟年消費者，在這三個變數下，對此25個觀念的所展現出的想法與價值觀，而瞭解得到四地消費者價值觀與生活型態之差異所在。最後以此四地消費者在這些概念展現之差異，擬定行銷四地的建議，以供企業在開發四地熟年市場時作為參考之用。 | zh_TW |
| dc.description.tableofcontents | 摘要 i目錄 iii表次 iv圖次 v第一章 研究背景與目的 1第一節 研究背景與動機 1第二節 研究目的 4第二章 文獻探討 6第一節 消費文化 6第二節 生活型態 13第三節 熟年市場 31第四節 兩岸消費市場背景介紹與比較 36第三章 研究方法 45第一節 問卷設計 45第二節 變數定義與衡量方式 47第三節 調查方法 50第四章 研究結果 55第一節 樣本描述 55第二節 因素分析結果 57第三節 假說檢定 65第四節 結論 99第五章 結論與建議 105第一節 結論與討論 105第二節 建議與貢獻 123第三節 研究限制與後續研究方向 127參考文獻 129 表次表 2 - 1 Holbrook (2003) 的八類消費價值型態 11表 2 - 2 Plummer (1974) 之 AIO 生活型態四大構面 21表 4 - 1年齡層與職業狀態之四地樣本數分佈 55表 4 - 2金錢觀與投資理財概念因素命名 58表 4 - 3消費概念因素命名 59表 4 - 4工作與退休的觀點與規劃之因素命名 60表 4 - 5家庭兩性觀之因素命名 60表 4 - 6人際社交與社會參與度之因素命名 61表 4 - 7對「老」的態度與觀點之因素命名 62表 4 - 8健康態度與健康生活因素命名 63表 4 - 9綜合觀點之因素命名 64表 4 - 10量入為出避免借貸的理財觀之分析 66表 4 - 11信賴「專業」理財的傾向之分析 67表 4 - 12對名人代言商品的關注度之分析 69表 4 - 13精打細算的程度之分析 70表 4 - 14講究生活品味消費觀之分析 71表 4 - 15對現在工作的滿意程度之分析 73表 4 - 16退休等於沒錢的憂慮感之分析 74表 4 - 17對於職場轉變的難適應感之分析 75表 4 - 18以家庭為重的家庭倫理觀之分析 77表 4 - 19女性以家庭為重之傳統兩性觀分析 78表 4 - 20不善社交的孤僻程度之分析 79表 4 - 21交遊廣闊的交友觀分析 80表 4 - 22猜忌他人的傾向分析 81表 4 - 23抗拒「年老表徵」的傾向之分析 83表 4 - 24服從社會對年齡規範的觀念之分析 84表 4 - 25信仰對生活的重要性之分析 86表 4 - 26對年輕人的隔閡感之分析 87表 4 - 27新式通路消費的接受度之分析 89表 4 - 28屆臨退休之際對工作的忍耐程度之分析 90表 4 - 29缺乏自信的傾向之分析 91表 4 - 30年紀增長助於工作經驗累積與傳承 92表 4 - 31重視健康資訊的傾向之分析 93表 4 - 32對身體及飲食健康的重視度之分析 94表 4 - 33不具信心的健康觀之分析 96表 4 - 34採用偏方養身的傾向之分析 97表 4 - 35假說檢定整理 98表 4 - 36區域別、性別、職業別及年齡對各因素檢定結果整理 103圖次圖 2 - 1 Lazer’s Life Style Hierarchy 15圖 2 - 2生活型態研究架構 18圖 2 - 3 VALSTM、 價值觀與生活型態之系統架構 23 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093355040 | en_US |
| dc.subject (關鍵詞) | 價值觀 生活型態 熟年族群 消費文化 | zh_TW |
| dc.title (題名) | 兩岸熟年消費者價值觀與生活型態之比較 | zh_TW |
| dc.title (題名) | A Comparison of Mature Consumers` Values and Lifestyles among Four Chinese Cities: Taipei, Guangzhou, Shanghai, and Beijing | en_US |
| dc.type (資料類型) | thesis | en |
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