The elderly population is growing rapidly in Taiwan. Eating is an important part for this group. The purpose of this study is to adapt the push and pull theory in order to investigate what would motivate the elderly t...The elderly population is growing rapidly in Taiwan. Eating is an important part for this group. The purpose of this study is to adapt the push and pull theory in order to investigate what would motivate the elderly to consume food away from home. Based on the results of a literature review and an expert panel, a valid questionnaire was developed. The participants in this study were aged above 55 who live in Taichung district. A total of 265 samples were collected. Statistical Package for the Social Sciences （SPSS） and Analysis of Moment Structures （AMOS） were used to analyze the data. The findings revealed that the data fit the model moderately well. Push and pull variables had a significant influence on intention and behavior. Recommendations like marketing strategies that can attract senior citizens and restaurateurs should focus on the key factors when seniors consume food away from home.展开更多
文摘The elderly population is growing rapidly in Taiwan. Eating is an important part for this group. The purpose of this study is to adapt the push and pull theory in order to investigate what would motivate the elderly to consume food away from home. Based on the results of a literature review and an expert panel, a valid questionnaire was developed. The participants in this study were aged above 55 who live in Taichung district. A total of 265 samples were collected. Statistical Package for the Social Sciences （SPSS） and Analysis of Moment Structures （AMOS） were used to analyze the data. The findings revealed that the data fit the model moderately well. Push and pull variables had a significant influence on intention and behavior. Recommendations like marketing strategies that can attract senior citizens and restaurateurs should focus on the key factors when seniors consume food away from home.
