| Summary: | 碩士 === 元智大學 === 經營管理碩士班(服務行銷學程) === 103 === For the past years, due to advancement of the medical care and education it lengthens people’s life span. So the older people are getting more and more. Taiwan has entered aging society since 1993 also it was been predicted to enter aged society in 1998 and hyper-aged society in 2005. In the future, the issue of aging or older people will be paid much attention no matter in the world or in Taiwan. However, aging is an inevitable problem. But it is full of commercial possibility; the older people will become the most have purchasing power in the market. Moschis(1997)in the past, the marketing domain was not willing to take older consumers as the target audience. Because the marketing people did not have too many experiences in the mature market, the information of mature isn’t enough, and the mature market is full of uncertainty. However it is worth to understand and do the research older consumers when we face the full of commercial possibility in mature market.
Recently, the concept of hope was thought highly in the commercial and economic domain. Because the scholar thought that the concept of hope is the one of the factor that will affect sales. Furthermore, hope is highly related to the affection for the most of consumer. The objective of the research is to explore whether the older consumers can increase hope then feel happiness through consumption. The research question is to explore whether the older consumers’ physical health, mental health, circumstances and cognitive age will affect its hope. Explore the relationship between hope and subjective well-being of older consumers. And to explore whether the older consumers’ decision-making on consumption will affect its subjective well-being.
The research methods adopt experiment design and quantitative research. According to Mello and MacInnis(2005) have mentioned that hope has three elements, they are goal congruence, goal of importance and outcome uncertainty but possibility. The experiment design is to create a tourism advertisement to manipulate 2 factors include 2(goal of importance high vs. low)*2(outcome uncertainty vs. certainty). The research collected 136 samples in the four experiment groups totally. The data will be analyzed through SPSS software. The research use factor analysis, reliability analysis, t test, regression analysis to check the hypotheses. The results show that the mental health, circumstances and cognitive age of older consumers have significant impact on hope. The hope of older consumers has significant impact on subjective. In the part of experiment design, goal of importance (high vs. low)and outcome (uncertainty vs. certainty) are successfully manipulated. But only goal of importance (high vs. low) has significant impact on subjective well-being.
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