Abstract
The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Therefore, this study aims to investigate whether the living intention of the elderly when choosing a retirement community is affected by brand attachment, high partner quality, brand trust and commitment, and brand self-congruence. A living intention service model is proposed and an empirical study is conducted with 101 random residents of Chang Gung Health and Culture Village (CGHCV) to measure the constructs proposed in the model. The results show that self-congruence and partner quality did not have a significant impact on the elderly’s brand trust and commitment, likely because when choosing their last residence, unlike when buying general consumer products, the elderly attach more importance to healthcare brands, which in turn affects their living intention.
Highlights
The proportion of the elderly in Taiwan’s population has been increasing in recent years, indicating that Taiwan has an ageing society
In this study, we found that elderly people attach different levels of importance to living intention, which means that as social and family relationships vary, elderly consumers’ emphasis on living intention shifts and that they are paying more attention to personal finances; the needs for comprehensive nursing care, quality of life, and dignity continuously affect the elderly’s brand attachment and living intention, and they want to maintain a positive relationship with their retirement community, which is impacted by partner quality and indirectly affects their intention
Our first goal was to develop a model and to clarify whether the level of consumer identification with the brand, trust, and commitment can extend to brand trust, and we found that self-congruence and partner quality did not affect the elderly consumers’ trust and brand commitment when choosing a retirement community but that high partner quality drove living intention
Summary
The proportion of the elderly in Taiwan’s population has been increasing in recent years, indicating that Taiwan has an ageing society. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Investigating elderly consumers’ behaviour when choosing a retirement community and their final choices for retirement community care is very important for studies on ageing societies and retirement community brand construction. The elderly are prone to make judgments on a brand based on trust; the role that brand plays in partner quality is highly important. In this study, we propose that living intention is likely the outcome of elderly consumers’ brand attachment process, which can be represented by the relations among four factors: self-congruence, partner quality [7], trust and brand commitment [8,9]
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