反向抵押貸款產品為一項專門為老年人設計之金融商品，隨著台灣邁入高齡化社會，持續成長之高齡照護人口也將帶給政府日益擴增之財務負擔，而反向抵押貸款產品能夠作為老年人之生活經濟來源，減輕家人及政府財政負擔，進而有刺激高齡族群消費之可能。
本研究目的為利用聯合分析法來探討消費者對反向抵押貸款五種重要屬性間的相對重要性以及成分效用值，藉以了解消費者對於反向抵押貸款產品型態之購買意願，以及產品屬性水準之間的偏好關係，提供給金融業者開發新產品規格時之參考。
本研究調查以問卷方式進行，透過參照國內外市場上現有之反向抵押貸款產品蒐集主要屬性，利用前測問卷來決定構成產品型態之五項重要屬性。在受測體之設計方面，使用直交排列法縮減實驗樣本，取得八組受測產品組合，讓受測者進行組合之偏好排序。最後以聯合分析法得出反向抵押貸款各屬性水準之重要性權重及成分效用值，進而得出最受消費者歡迎之產品組合。
研究結果顯示，整體受測者最偏好之產品屬性為貸款年限，其次為感知被充分告知，最佳產品組合為:須經由律師諮詢或第三方見證人告知資訊+固定利率+30年以上+定期給付型+違約情形視同合約到期須繳付本金與利息。

Reverse mortgage is a financial product specially designed for the elderly. In Taiwan, the growing elderly population will bring the government increasing financial burden. In this case, reverse mortgage can increase the economic autonomy of the elderly and protects the right to adequate housing. To expand the market, it is important to find what kind of reverse mortgage customers prefer. Therefore the purpose of the study is to understand the features of reverse mortgage customers.
The study conducts conjoint analysis to inspect what attributes customers prefer most. The statistic software package SPSS was employed to analyze the collected data.
The result shows credit period is the most important attribute. The second important attribute is that customer feel fully informed. Through the conjoint analysis, we can gain an optimal combination and strategy.

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