民眾平均餘命延長使得高齡化社會來臨，許多國人開始有活力老化的觀念。因此，有部分網路購物商家注意到了銀髮族相關商品的需求，開闢賣場販售銀髮族商品－希望使銀髮族生活更方便舒適的輔助類產品。這些銀髮族購物網站在近五年內興起，如何在競爭激烈的網路商店中嶄露頭角，能夠永續長久經營，使顧客能夠持續消費，成為商家最重要的課題。
本研究旨在探討曾在銀髮族購物網站消費的民眾，其知覺價值、滿意度、再購意願、口碑與利他主義人格特質間的關係。本研究以266位曾於銀髮族購物網站消費的民眾為研究對象進行問卷調查，以描述性統計分析樣本結構，再以T檢定及單因子變異數分析個人基本資料在知覺價值、滿意度、再購意願、口碑與利他主義的得分差異情形，使用斯皮爾曼相關分析瞭解變項與變項之間的關聯程度，最後利用迴歸分析探討各變項間的關係，並進一步分析利他主義對滿意度與口碑之間的調節作用。
研究結果顯示，研究樣本以女性為主(63.9%)，年齡多為32歲(12.8%)，教育程度以大學以上為主(92.1%)，職業以醫藥、公教、商等白領階級佔多數(42.1%)。迴歸分析發現：(1)知覺價值可提升消費者滿意度。(2)消費者滿意度提升有助於提高再購意願以及對產品之口碑。(3)利他主義對於滿意度及口碑具有調節效果，不管滿意度高或低，高利他主義消費者的口碑行為強度都比低利他主義消費者高，在正面的消費經驗中，利他主義會驅使消費者將該商家或商品推薦給他人，在負面消費經驗中，利他主義會讓消費者分享該經驗，避免他人遭受與自己相同的狀況。
由本研究結果，發現藉由提供高知覺價值之產品與服務，可提升消費者滿意度，進而提高再購意願與購買行為，並且，消費者利他主義特質更會影響口碑的行為強度，也可以藉由消費者的正面口碑提高企業形象與知名度，帶來更多的商業利潤，對於發表負面口碑的消費者也要及時處理。最後，也對於未來學術研究提出建議。

Along with the extension of life expectancy, social structure has changed into aging society and “Active Ageing” becomes an important issue. In recent five years, online-shopping websites focus on seniors’ products, which make seniors’ life more convenient and comfortable, have been prospering. How to be standing out from the competitors will be an important project to the providers.
The aim of this study is to indicate the relationship between the behavior and personal characteristics of consumers who have purchasing experiences on online-shopping website of seniors’ products, such as perceived values, satisfaction of consumption, intention of repurchase, words of mouth to the products and the personality of altruism. Furthermore, the moderate effect of consumers’ personality of altruism between satisfaction of consumption and word of mouth to the products. The study totally investigated 266 participants. Descriptive statistics, independent-samples t test, one-way ANOVA, Spearman's rank correlation and hierarchical regression had been applied to analyze the data.
Most of participants were women (63.9%) with age of 32 (12.8%), over under graduate education level (92.1%) and white-collar occupations (42.1%). The results indicated that (1) More perceived values will improve the satisfaction of consumption (2) Better satisfaction of consumption will raise the intention of repurchase and make better words of mouth to the products and (3) Personality of altruism will moderate the relationship between satisfaction of consumption and the words of mouth to the products. People with higher level of altruism will have more intention to share the experience of consumption with others no matter how their satisfaction of consumption was before.
By providing products and services with high-perceived value will improve customers’ satisfaction of consumption and repurchase intentions. Beside, consumers’ personality of altruism will lead more word of mouth to the products. It will promote better reputation of providers and increase the profit while the satisfaction of consumption was high. However, if the satisfaction of consumption was poor, providers should have strategies to raise it because consumers with higher level of personality of altruism will have higher motivation to share the unsatisfactory consumption experiences. The study also gives some academic advices for the future research.

摘　要 ii
Abstract iii
目　錄 iv
圖　次 vi
表　次 vii
第壹章 緒論 1
第一節 研究背景動機 1
第二節 研究目的 4
第貳章 文獻探討 5
第一節 知覺價值 5
第二節 滿意度 9
第三節 再購意願 13
第四節 口碑 15
第五節 利他主義 17
第六節 文獻探討小結 19
第參章 研究方法 20
第一節 研究架構與假設 20
第二節 研究對象與資料收集 22
第三節 問卷設計 23
第四節 信度與效度分析 29
第五節 因素分析 31
第六節 資料處理與統計分析 33
第肆章 研究結果 36
第一節 描述性統計分析結果 36
第二節 推論性統計分析結果 39
第三節 研究假設與驗證結果彙整 59
第伍章 討論與建議 60
第一節 討論 60
第二節 研究貢獻與管理意涵 63
第三節 研究限制 66
第四節 後續研究建議 67
參考文獻 68
附　錄 75

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