國內生前契約研究－從殯葬業者與消費者行為談起

南華大學機構典藏系統 > 人文學院 > 生死學系(生死學系碩士班,哲學與生命教育碩士班) > 博碩士論文-生死學系碩士班 > Item 987654321/20855

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题名:	國內生前契約研究－從殯葬業者與消費者行為談起
其它题名:	The study on domestic preneed contract based on the behaviors between funeral business and consumers
作者:	黃昭燕 Huang, Chao-Yen
貢獻者:	生死學研究所尉遲淦 Kan YwiChi
关键词:	生前契約;殯葬業者 preneed contract;funeral business
日期:	2002
上传时间:	2015-05-18 15:14:14 (UTC+8)
摘要:	中國人強烈的慎終追遠的習俗，認為只有嚴格遵從有關的葬俗儀禮，才能使亡者得到安息。導致這樣的主因是國人文化上對死亡的禁忌，國人對於死亡相關事情的無知－死亡教育和殯葬教育的缺乏，因而被殯葬業者牽著鼻子走。這樣的背景造成國內殯葬資訊的不暢通，尤其是費用的不透明化。長久以來殯葬業成為一個大發死人財的行業，甚至有黑道捲入，亂象叢生，服務品質更是參差不齊。二年半前的九二一大地震，和今年所發生的三三一地震，都發生了業者不惜透過黑道搶屍體的傳聞。近幾年國內有幾家較具規模，企業化經營的殯葬業者，以殯葬改革為名，推出了生前契約這個殯葬產品，標榜著自己公司擁有最專業的禮儀師，均具備大專以上的學歷，每位禮儀師都是經過長時間嚴格的訓練。在費用部份說明一切費用透明化，杜絕一切的紅包，並且是個服務第一、人性化的行業，不但可以讓消費者在活著的時候對於自己的身後事有選擇的權利，更能保障亡者的尊嚴性。在國內因為有關生前契約的研究很少，業者是否真的做到了生前契約應有的特色及服務，是個值得探討的課題。因此激發了研究者以「國內生前契約」為主題，針對業者及消費者做一探索式的研究。透過相關議題的探討，期望能夠達到以下之目的：一、了解殯葬業者推行生前契約的緣起及衍生的問題。二、了解影響消費者購買契約的原因及使用契約後對契約的評價。三、針對雙方的行為所衍生的問題形成建議，提供政府在草擬殯葬相關法案時的參考，及給予業界、學界和廣大的民眾一個參考的依據。國內以此為議題而做的研究寥寥可數，由於議題較為敏感，在資料與訊息的廣度與豐富度上有很大的限制，樣本不足以取得大量，又因社會上的禁忌，故本論文採用質性研究的深度訪談方法，透過質化可做更多的了解，以建立信任關係。並透過預試訪談，可針對訪談的題目及對象的選取上稍做修正。本研究以立意抽樣的方法，訪談下列對象：包括國內北部地區三家推行生前契約的企業經營的殯葬業者，及十二位購買或已使用此三家生前契約的消費者，透過雙方深入訪談的內容，進一步以編碼來做歸類及分析。根據研究結果發現，業者推行契約的主要原因在於銷售量的擴充以及預佔市場，利潤是主要的原因，殯葬改革是其行銷的手法，卻非主要的目的，對於政府的建議部份，反應最多的在於法令部份的缺乏及證照制度的推行。消費者購買契約主要的原因是來自於過去辦喪事不好的經驗，在服務品質上及費用上均是主要因素，消費者為了解決這些問題，再加上業者針對契約的加強行銷方式及參考團體意見的影響，是讓消費者接受的主要原因。透過雙方的訪談發現，在生前契約這項行為的背後，衍生了一些潛藏的問題：(1)合約的終止－中途解約是消費者的權利；(2)履約保證的確實性；(3)賠償機制的缺乏；(4)告知義務的不確實；(5)自由買賣及轉讓的不合理利潤；(6)資金的管理機制－安全性問題；(7)順暢的諮詢與申訴管道的缺乏；(8) 缺乏公正的第三機構來監督業者；(9)政府法令的缺乏及設備未有效開放。因此本研究在建議的部份，除了針對以上的問題，對業者、消費者及政府，一一提出適當的建議外，更提醒消費者應了解業者公司的營運情況及財務狀況，才不致於上當受騙。生前契約近幾年才在國內推出，業者的腳步是走在政府的法令前面，政府的大環境尚來不及做改變，業者所訂定的契約基本上是較有利於業者一方，比較缺乏保護消費者的機制，在未來需要服務之時，可能會產生消費者與業者之間的糾紛。因此透過本篇論文的初探式研究，盼能使政府重視這件事情，並針對可能會發生的問題，先做好相關的規範與管理，使業者有法令可循，並讓消費者在處理殯葬大事之時，更能保障自己的權益，真正做到殯葬改革的目的，以造福國人。 The custom of Chinese believes that only strictly follow related custom of funeral so the dead people will finally have peaceful death. The main reason causes the custom is because we have the taboo to death in our culture. Our people know nothing about the things concerning death, lack of death education and funeral education, so we are easily to be affected by the funeral industry. For a long time, the funeral industry makes lots of interest from death, even the organized crime controls the industry, so the order is worsen and the service quality is not equal. There were some news concerning the owners of funeral service competed to get bodies by using organized crime after the 921 earthquake (took place on September 21, 1999) and the 331 earthquake (occurred on March 31, 2002). In these years, there are some organized and commercialized funeral companies promote prepaid funeral arrangement by calling themselves funeral reform. They emphasize their own company has expertized funeral directors, and the directors have bachelor degree or above. Every funeral director has received long-term strict training. For the service charge, they address all the expenses are open, and will not accept any gratuity. They say the funeral industry is a service first and friendly business. By doing so, customers have the rights to choose the arrangements after death when they are alive, and protect the dignities of dead people. There are very few studies on the prepaid funeral arrangements domestically, so it is worth to do research whether the funeral companies really perform the characteristics and services of the arrangements. This research based on the prepaid funeral arrangement to conduct a study on funeral company and customers. By researching on related issues, it is hoped to achieve the following goals: 1.To understand the reasons why the funeral companies promote the prepaid funeral arrangement and the occurring problems from the promotions. 2.To understand the reason why the customers buy the prepaid funeral arrangement and their evaluations to the arrangements after using arrangements. 3.According to the problems followed by their activities, this research provides recommendations. It is to be a reference when the government is drafting laws concerning funeral, and a reference for funeral industry, funeral studies and the mass. There are very few researches on this same topic. Because the topic is very sensitive, there are huge limitation on the width, depth and varieties of the data and information, it is hard to collect many samples. Also, because of the taboo in our society, this thesis uses further interview method of Qualitative Research to achieve more understanding to build up the relationship of trust. By implementing pretest interview, it can allow some corrections on the choices of interview topics and interviewed people. Based on Purposeful Sampling method, the interviewed people in this study includes: three owners of funeral companies that promote prepaid funeral arrangement in north part of Taiwan, twelve customers that procured or already used the prepaid funeral arrangements provided by the three funeral companies. According to the contents of the deep interview of the two sides, this study uses open coding to do categorization and analysis. Based on the conclusion of this research, the main reason why the funeral companies promote prepaid funeral arrangement is to expand their sales and to occupy the market in advance. Profit is the most important reason. Funeral reform is a saying for marketing but not their main purpose. The recommendations to the Government are concentrated on the lack of law and the promotion of certification system. The customers procured the prepaid funeral arrangement mainly because they had terrible experiences on preparing a funeral before. The quality of service and the price are important factors. In order to solve these problems, and the enhanced marketing strategies to promote the arrangement by the funeral companies, together with the effects from a group consideration, they are the main reasons for customers to accept the prepaid funeral arrangement. Through the interviews to both sides, it finds that there are some potential questions behind the prepaid funeral arrangement. They are 1.Termination of the arrangement. Termination is the right of a customer. 2.The accuracy of implementation of the arrangement. 3.The lack of reimbursement mechanism. 4.The invalidity of notification duty. 5.The unreasonable profit of the free transaction and assignment. 6.The capital management mechanism. Security problem. 7.The lack of smooth questioning and appealing channel. 8.The lack of an independent and fair agency to monitor the funeral companies. 9.The lack of law and the effective opening to the equipment. The recommendation section of this research not only provides applicable recommendations to the above problems for industry, customers, and government, but also reminds customers must understand the operating performance and financial status of a company to avoid being cheated. The promotion of the prepaid funeral arrangement starts in these years, the progress of the funeral companies are ahead of the regulation or law implemented by government. The environment of government has not been changed accordingly, the arrangement set up by the funeral company is more beneficial to the company. There is no customer protection mechanism. When the service is needed in the future, the arguments between the funeral company and the customer may happen. By the beginning research of this thesis, it is hoped that the government will pay attention to this. For the potential problems, prepare required regulations and management to allow the funeral industry to follow the regulations. Also, when people prepare funeral, they can protect their rights to really reach funeral reform and benefits all our people.
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