從計畫行為理論觀點看影響以房養老商品的購買意願因素：以品牌信任為干擾因素

The Study of Influential Factors of Reverse Mortgage Purchasing Intention from the Perspective of Theory of Planned Behavior: The Moderating Effect of Brand Trust

陳怡昌(Yi-Chang Chen)；林業清(Yeh-Ching Lin)

以房養老 ； 計畫行為理論 ； 品牌信任 ； 購買意願 ； Reverse Mortgage ； Theory of Planned Behavior ； Brand Trust ； Purchasing Intention

臺灣企業績效學刊

11卷2期（2018 / 06 / 01）

149 - 175

繁體中文

隨著台灣社會高齡化及少子化時代的來臨，內政部試辦「以房養老」計畫以協助「老年安養」政策推動，然承辦的12家公股行庫推動狀況並不理想。因此，本研究目的想了解從「計畫行為理論」探討國人對該政策的態度、主觀規範、知覺行為控制與購買意願之間的影響性，並探討品牌信任是否會干擾計畫行為理論中變數間的關係。本研究樣本是以台南地區某銀行往來客戶為主，以便利抽樣方式回收476份有效問卷，回收率為95%。本研究發現：（1）態度、主觀規範、知覺行為控制分別對購買意願有正向顯著影響，顯著效果依序為態度、知覺行為控制、主觀規範。（2）在考量品牌信任時，若單獨考量品牌可靠性及品牌意向，兩者對於購買意願皆有正向顯著影響；同時考量兩者時，只有品牌意向有正向顯著影響。（3）當考量所有自變數時，發現只有態度、主觀規範、知覺行為控制有正向顯著影響。（4）品牌信任並無顯著干擾效果。本研究依研究結果提出了相關的管理建議。

With the trend of Taiwan's aging society and declining birthrate, ＂elderly care＂ has become an important subject of the government's social welfare policy. In order to take into account social welfare and fiscal expenditures, the Ministry of the Interior has started a trial of the ＂ reverse mortgage for the aged people＂ program. Therefore, the purpose of this study is to investigate the influential factors to the policy from the Theory of Planned Behavior (TPB). In addition, the literature also clearly points out that consumer trust in brands affects purchasing intentions, this study also wants to explore the impact of brand trust on purchasing intention and whether it moderates the relationship between variables in TPB and purchasing intention. This research used the customers of A Bank in Tainan area as samples. 500 questionnaires were distributed by convenient sampling, and 476 valid questionnaires were collected. The findings indicate that: (1) attitude, subjective norms, and perceived behavior control have significant positive effects on purchase intention respectively; (2) brand trust including brand reliability and brand intention has a positively significant impact on purchasing intention; while considering both of them, only brand intention has a significant positive impact. (3) When all independent variables are considered, it is found that only attitude, subjective norms, and perceived behavior control have a positive and significant impact, but dimensions of brand trust have no significant impact. (4) There is no significant moderating effect of brand trust. Based on the research results, this study also proposes some managerial suggestions.

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