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A Research on the Middle-aged and Elder people's Consumption of Public Museums in Taipei
middle-aged and elderly people
Museums are facing a reduction of financial subsidies by the government, they must to change their management strategies to acquire for more financial independence. Therefore, to develop potential consumers is important to museums. It is predicted that the middle-aged and elderly people would be potential consumers for public museums in the future, according to the researches. The population of people 65 years or older had reached 11.5% in 2013, and it will reach 24.8％ in 2031, and it will reach 41％ in 2061, this will acquire a reorganization of the social structure of the population, as the main target of consumer market will become elderly people. At present, in the academic research of museums, there is less research focused on middle-aged and elderly people. This research use questionnaire survey, 387 subjects were included in the research, with the age 45 years above, in order to understand the middle-age and elderly people’s consumer behavior and investigate the correlation between their different demographic variables and consumer behavior and needs. The Chi-square test is a widely used method for testing the independence or correlation among attributes. We use it to test the correlation between different demographic variables and consumer behavior and needs. We can also measure their relationships by Cross- analysis. According to this research, we discover that gender, age, and education has a high correlation to the times of usage of services in the past 12 months, whether the consumer has shopped in the museums, and the willing to spend money every year in museums. the research also shows that they usually go to souvenir stores with family in museums. To sum up the profile of potential consumers of museums in the future, it contains：(1) is a Female (2) age between 45-54 years old (3) has a college education degree or above (4) and always go to the museums with family. Regarding consumer items, the highest proportion of consumer items is exhibition tickets, followed by in museum restaurant, souvenir store, and then educational activities or courses. However, compare the annual average expenditure, the biggest part is educational activities or courses, it is 8 times more than the exhibition tickets is. When middle-aged and elderly people go to the souvenir stores in museums, they are emotion-oriented; emotion, uniqueness and memorability would be the key elements trigger the purchase. In the future, museums will face a huge amount of expenses, and acquiring additional revenue will be the most important. Therefore, it is important to explore potential consumer’s interests, which will help museums provide more quality services to consumers by the financial support.
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