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| Title: | 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 |
| Authors: | 施又丹
Shih, Yu Tan |
| Contributors: | 張瑜倩
Yu-Chien Chang
施又丹
Yu Tan Shih |
| Keywords: | 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 |
| Date: | 2022 |
| Issue Date: | 2023-10-03 10:43:19 (UTC+8) |
| Abstract: | 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. 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. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
109364107 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109364107 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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