計畫行為理論為基礎之以房養老意願之研究：以品牌信任及知覺風險作為干擾變數

目的: 過去雖已有很多研究探討以房養老的議題但是大多數欠缺以民眾的觀點，探討辦理的意願。此外，民眾對銀行的信任及對以房養老的不安全感是否會影響辦理意願也從未被探討過，尤其以房養老是近十年來被當為長照2.0經費不足的解決方案之一，也就是說透過民眾的儲蓄在年輕時，就替自己存下一棟房子而到年老時又將其貸回給銀行做為養老資金來源，這稱之為逆向貸款。然而逆向貸款與年輕時的正貸款一樣都是人生的重要抉擇，因此民眾不可能不以謹慎態度處理，而民眾對往來銀行的信任及對於方案的不安全感，正是可以降低以房養老的交易成本之不二良方，本研究的動機擬定採實證方式研究上述議題。具體而言本研究由以下研究目的所組成:1. 探討計畫行為理論各變項對於辦理以房養老意願之影響，變項包括:行為態度、主觀規範、知覺行為控制。2. 探討民眾對往來銀行的品牌信任以及民眾對於以房養老商品的知覺風險，對計畫行為理論各變項的影響。材料與方法:本研究採網路問卷方式，以GOOGLE表單，邀請一般民眾進行問卷填寫，共蒐集257份問卷。結果與討論:經過SMARTPLS3.0分析結果，所有假設皆為顯著。結論:一、 整體來說，民眾對以房養老的「行為態度」會影響「行為意向」是有顯著影響，代表民眾對以房養老的印象越好，則有助於未來辦理影房養老的意願。也就是說，我認為以房養老可以支付老年生活支出、我認為以房養老可以減輕兒女的經濟負擔、我認為以房養老可以是很好的老年安養規劃、我認為以房養老可以讓我保持經濟獨立，避免向兒女伸手要錢、我認為以房養老是未來社會發展趨勢、將來有需求時，我會認同以房養老的政策、我認為以房養老政策未來發展會更加完善等是民眾對以房養老的態度，而這些態度可以透過政策宣傳、名人代言、或專家推薦提升民眾的良好印象。二、 民眾對以房養老的「主觀規範」會影響「行為意向」是有顯著影響，也就是說民眾依傳統觀念我會想將房產留給子女、此外家人的態度、親友的態度、政府大力推動、相關法律是否完備、知名媒體報導、知名的金融專家推薦等等也會影響民眾的申請意願，當然若將來如果有需求，我會重視家人對以房養老的意見，但還是會以自己的意見為主，以上因素皆會影響到民眾辦理以房養老的意願。三、 民眾對以房養老的「知覺行為控制」會影響「行為意向」影響是顯著的，也就是說有足夠的知識及能力申辦、我認為我可以自己決定、我可以取得同居人及子女的認同、申辦以房養老是很簡單方便的、我願意多花一點時間來研究如何申辦以房養老貸款、將來如果有需求，我也符合資格，申請以房養老貸款是很容易的、屬於我的房子，能自己作主決定是否要申辦以上皆是影響民眾辦理以房養老貸款的意願。四、 民眾對往來銀行的「信任」會影響「行為態度」的效果是顯著的，也就是說我對於主要的往來銀行有自信、主要的往來銀行給我信任感、我感覺主要的往來銀行是值得信任的、辦理金融業務時，我願意去跟多一點的銀行詢問方案、我對於主要的往來銀行有很好的關係、我會向我的家人、朋友或熟識的人推薦我的主要的往來銀行、我毫無疑問地喜歡我的主要的往來銀行、我對於主要的往來銀行感到相當滿足、關於主要的往來銀行的方案我很有興趣，以上的信任有助於提升民眾對以房養老的好印象。五、 民眾對往來銀行的「信任」會影響「知覺行為控制」的效果是顯著的，也就是說前面提到的民眾對於銀行信任也會增加民眾對以房養老辦理的信心。六、 民眾對以房養老的「知覺風險」會影響「行為態度」的效果是顯著的，也就是說擔心以房養老每月的給付金額不足，影響生活品質、還要跟子女要錢、申辦後造成金錢損失、房屋價格銀行鑑價過低影響我的權益、申辦以房養老會影響我的身份地位、擔心家人反對，影響家庭關係、擔心沒有完備的法令規章，無法保障我的權益、擔心申辦後會讓我感到焦慮以上不安全的顧慮會影響到民眾對以房養老的印象。七、 民眾對以房養老的「知覺風險」會影響「知覺行為控制」效果是顯著的，也就是說上面所提到的知覺風險因素，會影響民眾對以房養老辦理的信心。

Purpose: Although there have been many studies in the past to discuss the issue of housing pension, most of them lack the public's point of view to discuss the willingness to handle it. In addition, whether people’s trust in banks and their insecurities with housing for the elderly will affect their willingness to handle it has never been discussed. In particular, housing for the elderly has been regarded as one of the solutions to the lack of funding for long-term care 2.0 in the past decade. That is to say, when people are young, they save a house for themselves when they are young, and then loan it back to the bank as a source of pension funds when they are old. This is called a reverse loan. However, reverse loans are an important life decision just like positive loans when they are young. Therefore, the public cannot fail to handle with caution. The trust of the people in the correspondent bank and the insecurities of the plan are exactly what can reduce the need for housing for the elderly. The best way to deal with transaction costs, the motivation of this study is to adopt an empirical approach to study the above issues. Specifically, this research consists of the following research objectives:1. Discuss the influence of various variables in the planning behavior theory on the willingness to handle housing for the elderly. The variables include: behavior attitude, subjective norms, and perceptual behavior control.2. Discuss the influence of the public's brand trust in the correspondent bank and the public's perceived risk of housing pension products on various changes in the theory of planning behavior.Materials and methods: This study adopted online questionnaires and used GOOGLE forms to invite the general public to fill in the questionnaires. A total of 257 questionnaires were collected.Results and discussion: After SMARTPLS3.0 analysis results, all hypotheses are significant.Conclusion:1. On the whole, people's "behavior attitude" towards housing for the elderly will affect their "behavioral intentions", which means that the better the public's impression of housing for the elderly, the better they will help the willingness to handle the care of the studio in the future. In other words, I think that housing for the elderly can pay for the living expenses of the elderly, I believe that housing for the elderly can reduce the financial burden of children, I think that housing for the elderly can be a good elderly care plan, and I think that housing for the elderly can help me Maintain economic independence and avoid asking for money from children. I think that housing for the elderly is the future trend of social development. When there is a demand in the future, I will agree with the policy of housing for the elderly. I think the policy of housing for the elderly will be more perfect in the future. It is the people. Attitudes towards housing for the elderly, and these attitudes can enhance the public’s good impression through policy propaganda, celebrity endorsements, or expert recommendations.2. The people’s“subjective norms”of housing for the elderly will affect their “behavior intentions”. This means that people follow the traditional belief that I want to leave the property to their children, the attitudes of family members, the attitudes of relatives and friends, and the government’s vigorous efforts. Promotion, whether the relevant laws are complete, reports from well-known media, recommendations from well-known financial experts, etc. will also affect the people’s willingness to apply. Of course, if there is a need in the future, I will value my family’s opinions on housing for the elderly, but I will still use my own Opinions dominate, and the above factors will affect the people's willingness to handle the housing pension.3. The public’s“perceived behavioral control”of housing for the elderly will affect “behavior intention”. The impact is significant, which means that they have sufficient knowledge and ability to apply. I think I can decide by myself, and I can obtain the information of cohabitants and children. I agree that it is very simple and convenient to apply for a housing pension loan. I am willing to spend more time studying how to apply for a housing pension loan. If there is a need in the future, I am also eligible. It is easy to apply for a housing pension loan and belongs to me. Houses can decide on their own whether to apply for the above. All of the above will affect the people's willingness to apply for housing pension loans.4. The people’s "trust" in the correspondent bank has a significant effect on the "behavioral attitude", which means that I have confidence in the main correspondent bank, the main correspondent bank gives me a sense of trust, and I feel that the main correspondent bank is Trustworthy, when handling financial business, I am willing to ask more banks about the plan, I have a good relationship with the main correspondent banks, and I will recommend my main contacts to my family, friends or acquaintances Banks, I undoubtedly like my main correspondent bank, I am quite satisfied with the main correspondent bank, and I am very interested in the main correspondent bank’s plan. The above trust will help improve people’s trust in housing for the elderly. good impression.5. The "trust" of the people in the correspondent bank will affect the effect of the "perceived behavior control" is significant, which means that the people's trust in the bank mentioned above will also increase the people's confidence in housing pension management.6. The public’s perception of the “perceived risk” of housing for the elderly will affect their “behavioral attitude”. This means that they are worried that the monthly payment of housing for the elderly will be insufficient, which will affect the quality of life, and they will have to ask their children for money and apply. Later, it caused money losses, the house price was too low and the bank appraisal would affect my rights and interests. The application for housing pension would affect my status and status. I was worried that my family would oppose it and affect family relations. I was worried that there were no complete laws and regulations that could not protect my rights and interests. After the bid, I will feel anxious and the above insecure concerns will affect the public’s impression of housing for the elderly.7. The "perceived risk" of the public on housing-based care will affect the effect of "perceived behavior control". That is to say, the perceptual risk factors mentioned above will affect the people's confidence in housing-based care.