網路的普及造就外語學習機構的商機，高齡化社會的來臨促進自我醫療照護的消費者需求。後疫情時代，外語學習及居家照護的商機是否依然暢旺，對於該產業的組織決策者來說，需要進一步的從消費者的學習態度來找尋商機。因此，協助組織決策者，探索疫情後死亡的顯著性認知，如何影響個人學習外語及學習醫療照護知識的態度，將有利於業者發展行銷策略。
本研究以恐懼管理理論為基礎，進行了兩階段研究：面對死亡干擾下的學習情境，與遠離死亡的學習情境。第一階段的研究是針對100名洗腎患者，進行健康知識的學習態度調查；而第二階段的研究，則是針對210名成年人進行外語學習態度之調查。研究結果發現：(1)死亡顯著性引發了較高的死亡思维提取度；(2)學習自尊心造就較佳的學習態度；(3)死亡顯著性，對洗腎病患學習健康知識存在負面的影響，但卻顯著有利於一般大眾展現積極的外語學習態度；(4)學習情境的差異，會影響死亡顯著性與消費者學習態度之間的關係。本研究結果提供組織決策者發展行銷策略的洞見。

The internet's proliferation has opened opportunities for foreign language learning institutions, and the onset of an aging society has spurred the demand for self-managed healthcare among consumers. In the post-pandemic era, it's important for decision-makers in these industries to further explore these opportunities from the perspective of consumers’ learning attitudes to determine if they will continue to thrive. Therefore, aiding organizational decision-makers in understanding how post-pandemic mortality salience perceptions affect individual attitudes toward learning foreign languages and healthcare knowledge is crucial for developing effective marketing strategies.
Based on Terror Management Theory, this study conducts two-phased research: exploring the learning context under mortality interference (health knowledge learning among 100 dialysis patients) and the context detached from mortality (foreign language learning among 210 adults). The research findings are: (1) Mortality salience results in a higher level of death-thought accessibility; (2) Enhanced learning self-esteem leads to better learning attitudes; (3) Mortality salience has a negative impact on patients’ learning attitudes of health knowledge, but a significantly positive impact on the general public’s attitudes toward foreign language learning; (4) The learning context influences the relationship between mortality salience and consumers’ learning attitudes. The findings offer insights for organizational decision-makers in developing marketing strategies.

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