以計畫行為理論探究高齡者接受圓夢服務之意向

Applying the Theory of Planned Behavior to Explore Behavioral Intention to Accept Dream-Realizing Services of the Elderly

醫療科技進步、平均壽命延長、生育率降低，進而加速人口結構老化。臺灣已進入「高齡社會」階段，至2021年1月底，65歲以上人口已占全國總人口的16%以上，預計2025年將邁入「超高齡社會」。本研究以計畫行為理論為基礎，納入圓夢需求構面，加以修正理論模型，建立高齡者參與行為的意向模型。以自編「高齡者參與圓夢服務行為的意向問卷」為測量工具，針對高雄地區65歲以上的年長者為研究對象，採立意抽樣問卷調查，共計387份有效樣本。研究發現，影響高齡者參與圓夢服務意願的最大因素是知覺行為控制，其次是態度；此外，主觀規範與圓夢需求皆會顯著影響行為的意向，而且兩者皆會透過態度的中介效果，間接影響高齡行為的意向。最後，依研究發現，對業者及政府研提創業構想及鼓勵投入圓夢服務的措施與建議。

The speeding and aging population structure resulted from progression of healthcare technology, average life expectancy increased, and fertility rates decreased. Taiwan has officially entered the stage of an “aged society” as Taiwanese people over 65 years old accounted for over 16% of the total population in January, 2021. In addition, Taiwan will become a super-aged society by 2025. Based on the theory of planned behavior (TPB), this study builds up an intention model of the elderly participatory behavior by including the demand facet of dream-realizing services to revise the initial theoretical model. The questionnaire of “the scale of behavioral intention of the elderly to participate in the dream realizing service” is used as a tool for testifying the people aged over 65 in Kaohsiung and gains 387 valid samples by purposive sampling method. Research findings show that the most important factor influencing the elderly’s willingness to participate in the dream realizing services is perceived behavioral control. The second factor is attitude. The subjective norms and dream-realizing demand have a remarkable influence on the intention of their behavior and both of the former and later have an indirect influence on the intention of their behavior by the moderated mediation effect of attitude. Finally, according to the study findings, it provides suggestions to industries and the government the ideas to start a business and encourage the investment in dream-realizing services.