李宜昌Yi-Chang Li郭凡瑄Fan-Hsuan Kuo.國際健康產業經營管理碩士在職專班2026-03-239999/12/3120202020/6/29https://handle.ncl.edu.tw/11296/nm93xzhttps://scholars.csmu.edu.tw/handle/123456789/6333台灣於2005～2045進入老化社會人口，此階段為人口轉型理論中「穩定期」的老化現象，而一般消費者社會人口尚未進入老化，但正值人口轉型的階段，有熟齡年代之稱所產生需要符合未來居住的生活發展需求的選擇。我國民眾面對居住環境之情況，人口轉型之層面，本研究從文獻探討中探討消費者面對年齡變化中階段的需求及準備，對消費者面對轉型階段之選擇，食衣住行之生活上附服務通用住宅需求之態度、行為及意願等相關研究。因此，本研究以「計劃行為理論模式」 （The Theory of Planned Behavior）為理論基礎，另外整合影響消費者對附服務通用住宅意向的相關變數包含態度 （Attutide）、主關規範 （Subjective Norm），認知行為控制 （Perceived Behavioral Control），以及干擾變數等相關研究，提出『從消費者對附服務通用住宅行為選擇意願模式』，探討及分析其中影響消費者之行為關鍵因素，以一般消費者進行調查，使用混合研究：1、定向研究：專家訪談、2、定量研究：問卷量化、進行資料蒐集及調查，並以SPSS 22.0中文套裝軟體、Structural Equation Modeling, SEM、進行樣本資料分析。以立意抽樣取樣人數605人，有效樣本為200人，有效率33％。本研究資料分析結果後，得以下結論：「態度」對「行為意圖」有正向影響；「利己性」、「利他性」、「利社會」對「態度」有正向影響；「主觀規範」對「行為意圖」有正向影響；「主群體」、「次群體」對「主觀規範」有正向影響；「知覺行為控制」對「行為意圖」沒有顯著影響；「自我效能」對「知覺行為控制」有正向影響；「便利條件」對「知覺行為控制」沒有顯著影響。關鍵字：熟齡年代、附服務通用住宅、消費者、計劃行為理論Taiwan have been transforming into an aging society from 2005 to 2045. This stage is the “stability period” in the theory of demographic transition, and the population of general consumers has not yet been aging. This transition comes with a new consumer need of choices on future living conditions.Through an intensive literature review, this study discusses the needs and preparations of the consumers facing varied aging stages. This study also examines related researches on the behaviors and attitudes of these consumerstowards service-oriented general housing along with its offerings such as food, clothing, housing and transportation services.This research adopts the "Theory of Planned Behavior" as the theoretical basis and incorporates variables that affect consumers’ perceptions of and preferences over service-oriented general housing, among which are Attitude, Subjective Norm, Cognitive Behavioral Control (Perceived Behavioral Control) andIntervening Variables. Based on the theoretical approach and variables, the author builds the behavioral and attitudinal models of the consumers’ in choosing service-oriented general housing and presents key factors in their decision-making processes. Data for testing this model was collected through qualitative expert interviews and quantitative consumer surveys. The data was further analyzed through Structural Equation Modeling, （S.E.M.）in the SPSS 22.0 Chinese software package.In this research, Purposive Sampling wasconducted and the sample size, valid sample, and effective sample rate were605, 200 and 33%, respectively. Key conclusions are as follow. In choosing service-oriented general housing,"Attitude" has a positive influence on "behavior intention"; "self-interest", "altruism" and "society" have a positive effect on "attitude"; "subjective norm" has a positive effect on "behavior intention"; "Main groups" and "subgroups" have a positive effect on "subjective norms"; "perceived behavior control" has no significant effect on "behavior intentions"; "self-efficacy" has a positive effect on "perceived behavior control"; "convenience" "Condition" has no significant effect on "perceived behavior control".熟齡年代附服務通用住宅消費者計劃行為理論Age of maturitygeneral-purpose housing with servicesconsumersplanned behavior theorythesis