因應臺灣步入高齡化社會， 銀髮群體已被視為一個具有強大消費力的潛在市場。 本研究以生活型態、心理年齡、與人口統計數等多重區隔構面，進行銀髮族市場區隔化之研 究，並瞭解該群體的消費型態。 以臺北市 55 歲以上的銀髮族為研究對象，共回收 382 份 有效問卷，發現銀髮群體是一個異質的市場，共可分為家庭活潑群、年輕交際群、自我表現 群、孤僻內向群四個不同特性的次群體。而各次群體在消費型態的表現具有顯著差異。 本研究的實證結果發現，採用多重區隔構面比單一區隔構面，更能了解到銀髮族在衰老過程 中的多數變異，且多重區隔構面用於消費行為的預測力，是較單一區隔構面更為正確。

　　　　　The recent emphasis on the elderly market has been primarily the result of new demographic data on number and wealth of older Taiwanese, as well as the acceleration of the sociality and economics. The article is based on lifestyle, congnitive age and emographic to segment this market and identify consumer behavior. The age at which mature market begins 55. The total samples of 382 in Taipei city can be grounded into 4 segments: (1) Family-Oriented; (2) Health outgoers; (3) Self-Reliant; (4) Isolationists. Individuals in each segment can be described on the basis of several characteristics, including demographic, psychographics and consumption-related. The results appear that the use of multiple factors for segmentation not only is more easy to capture the wide variability in these aging processes than the use of any single criterion, but also may be effective predictors of consumer behavior in elderly market.