Changing demographics and lifestyles in Thailand are eroding traditional patterns of family support for the elderly. Caring for the elderly within the family structure is no longer assured. However, the concept of living in retirement housing is unfamiliar to most senior Thai citizens. The purpose of this study was to examine the acceptance of nontraditional retirement housing by pre-retirees in Thailand.; The study was based on Rogers' (1995) theory on diffusion of innovations. Personal innovativeness toward housing and acceptance of nontraditional retirement housing of an age-stratified sample of 423 faculty pre-retirees at selected Thai universities, representing metropolitan and non-metropolitan areas, were examined. Four types of housing, perceived as new options to Thai people, were considered: the universal designed single detached house (SD); Elder Cottage Housing Opportunity or “granny flat” (ECHO); congregate housing (CH), and the Continuing Care Retirement Community (CCRC). Independent variables were demographic characteristics (age, gender, marital status, education, and income) and housing characteristics (tenure status, dwelling expenditure, current housing type, and location).; Data were collected during February 2002 through a self-administered questionnaire. Descriptive analyses of the independent variables were presented in frequencies, percentages, means, standard deviations, and t-tests and ANOVA were conducted for comparison of variables. Stepwise multiple regression and non-parametric correlation were utilized to test seven null hypotheses.; Results dictated rejection of six of the seven null hypotheses. A relationship between personal innovativeness toward housing and gender, income, and education level were found. Males and those with higher income had higher mean innovativeness scores. However, those with higher education levels had lower innovativeness toward housing. Females had higher mean acceptance scores for combined non-traditional housing types. Of the four housing types, the universal designed single detached house (SD) was the most acceptable, followed by Continuing Care Retirement Housing (CCRC). Metropolitan respondents were more accepting of the CCRC than non-metropolitan.; A positive correlation was found between personal innovativeness toward housing and acceptance of non-traditional housing types. Personal innovativeness also mediated the effect of demographic and housing characteristics on acceptance of all non-traditional retirement housing types. Respondents showed a medium level of personal innovativeness and a medium to high level of acceptance of non-traditional housing types.; Mass media communication was suggested to promote awareness and knowledge of non-traditional housing types to prospective elderly housing consumers. Research on cultural aspects of retirement housing for Thai housing consumers was recommended for further study.
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