台灣社會高齡化、少子化與都市化的趨勢及民眾殯葬自主權的覺醒，使具有預先規劃往生事宜功能的「生前殯葬服務契約」產品，逐漸蓬勃發展，而業者也看好其未來商機，相繼投入市場。然而目前文獻中有關台灣地區此產品之消費者行為的相關探討甚少，實有進一步研究之必要。 本研究透過市場調查的方式，以大台北、大台中、大高雄等三大都會地區的民眾為研究對象，使用統計方法探討「生前殯葬服務契約」產品的消費者行。研究發現一般消費者的消費行為及其產品偏好，並得知消費者的個人背景、對產品的認知與態度會對其消費行為產生影響。本研究亦將市場區隔為「期望型」、「自主型」與「排斥型」等三類型消費者，進而分別檢視各類型消費者人口統計變數特徵與消費行為之差異。最後，根據發現，本研究由產品、定價、通路、促銷推廣等角度，描述「生前殯葬服務契約」產品之目標市場特徵，並提出具體的行銷建議。本研究結果亦提供政府單位擬定相關政策參考。 As the society of Taiwan is urbanized, citizens are more positive to organize their postmortem process while there are alive. Under the circumstances, the pre-need funeral arrangements are booming in Taiwan. Many companies engaged in the business for the large and growing market of the product. However, there are few literatures in the field for the traditional Chinese forbidden-ground that death and funeral are ineffable. This study probes the consumer behavior of the pre-need funeral arrangements. The people who live in the metropolitans of Taiwan are selected as the sample, and we apply statistic method to divide the market into anticipating, independent, and rejecting segments. Each segment is profiled by the demographic characteristic as well as the customer behavior of customer in them. We find that consumer behavior is affected by consumers’ personal backgrounds, recognitions and attitudes toward the product. Finally, we propose the market mix of each segment for the business. The result is also provided for government as a reference for enacting related policy.
