| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 107 === With the advent of an aging society and the era of declining birthrate, elder care has become an important issue of Taiwan social welfare policy. At the same time, the elderly consumer market has become the biggest business opportunity for the financial industry in the future. In order to balance social welfare and financial expenditures, the Ministry of the Interior has piloted the “Housing pension" program. There are already 12 government banks to execute the related loans, but the performance of most banks is not ideal. Therefore, the purpose of this study is to understand the cognition of Taiwanese on “Housing pension" and explore the influence between attitude toward the policy, subjective norm, perceived behavioral control and purchase intention. In addition, the literature also clearly points out that consumer trust of brand will affect the willingness to purchase. So this study also wants to explore the impact of brand trust on the purchase intention, and whether it will interfere with the relationship between variables in the theory of planning behavior. The sample of this study was mainly based on one of transaction banking in Tainan area. 500 questionnaires were distributed by convenient sampling, and 476 valid questionnaires were collected, with a recovery rate of 95%.
The empirical findings of this study are as follows: （1） Attitude, subjective norms, and perceptual behavioral control have a positive influence on purchase intention; when there are three considerations, they have significant effects and the significant effects are attitudes, perceived behavioral control and subjective norms in sequence.（2） When considering brand trust, if you think over brand reliability and brand intention separately, both have a positive significant impact on the purchase intention. When considering both brand reliability and brand intention simultaneously, only the brand intention is positive. （3） When considering all the independent variables, it is found that only attitude, subjective norms, and perceived behavioral control have positive significant effects, but brand reliability and brand intention have no significant effect. （4） The brand trust has no significant moderating effect. This study also proposes relevant management recommendations based on the results of the study.
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