人口老化的趨勢在全球持續蔓延，台灣也不例外，人口結構改變的現象將使台灣的消費市場有所轉變，隨著人口老化及社會福利制度更加完善，高齡者將成為台灣消費市場的主流之一。本研究主要目的為探討高齡者選用特定綜合商品零售通路購物時，其背後的動機與影響因素，並調查高齡者對綜合商品零售通路之使用情況，包含使用頻率與購買商品種類。
本研究同時利用深度訪談法與問卷調查法，透過實際訪談13位65歲以上之高齡者，歸納出49個意義單元代表高齡者選用特定通路的影響因素，並將相同類型的意義單元合併成影響構面。另一方面，發放350份問卷輔以調查高齡者對綜合商品零售通路之使用情況。
深度訪談結果指出多數受訪者認為超級市場販售之商品種類較齊全，且可滿足消費者一次購足所有商品的需求；百貨公司的商品較精緻、有價值感且適合送禮，多數受訪者提出去百貨公司購物目的是感受商場的氣氛；便利商店所提供的服務商品，是高齡者前往便利商店消費的主要原因；量販店之商品價格較為便宜，且有數量折扣與分期零利率等優惠。另外，商場的退換貨機制相當完善，使消費者安心有保障。問卷調查結果顯示，高齡消費者使用不同購物通路的頻率與購買商品種類皆不盡相同，其中亦有許多值得探討的現象。
綜合以上，研究結果指出高齡者選用不同的購物通路來消費，皆有其動機與影響因素。本研究雖屬消費者心理學之範疇，但研究基礎乃建立於人因工程之概念，欲探討人於消費過程所考慮的種種因素，因為只有真正了解消費者的需求，企業組織才能為消費者創造更友善的購物環境。

The trend of population aging will spread continuously in the world including Taiwan. The phenomenon of population structure changes will result in the transformation of Taiwan’s consumer market. Due to population aging and complete social welfare system, the elderly will become one of the mainstreams of consumer market in Taiwan. The purpose of this study is to identify the factors that may affect the elderly’s shopping channel selection for general merchandise retailers, and also survey the usage for each shopping channel.
The primary methods of this study include in-depth interview and questionnaire survey. Through actual interview with 13 senior citizens who must be over 65 years old. We extract 49 factors that may affect the elderly’s shopping channel selection, and then classify each factor into specific dimension. On the other hand, in order to survey the usage of each shopping channel, totally 350 questionnaires were issued.
The results of interview indicate many respondents mentioned that supermarket sold various types of merchandises; it can satisfy consumer’s demands of one-stop shopping. The goods sold by department store are more valuable and suitable for gift giving, and respondents also proposed that feel the atmosphere is the main reason driving consumers to shopping. Convenience stores provide service attract senior citizens to consume. There are many benefits of retailing warehouses such as cheaper price, quantity discount and zero interest rate by stages. Besides, the replacement and return mechanism of product is complete, it can be guaranteed to consumers. And the results of questionnaire survey also indicate there are differences between elderly’s usage for each shopping channel.
In conclusion, the research points out the elderly have both motivation and influencing factors to choose different shopping channels. Although this study belongs to consumer psychology, it’s based on the concept of human factors engineering. If we want to explore all various factors in the process of consumption, only understand consumer demand truly, so that the enterprise may create friendly shopping environment for elderly consumer.

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