乡村养老度假决策行为的影响因素研究——以浙江省为例

Factors Affecting Consumers' Decision-making Behavior of Village Elder Pension Holiday—Taking Zhejiang Province for Example

乡村养老度假是国内新兴的养老模式,在浙江省已有多个实践点,然而乡村养老度假这种新型养老模式尚未成为养老市场的主流,大部分老年人对于是否会选择乡村作为养老地还存有不少顾虑。笔者通过主成分分析、单因素方差分析等分析方法,研究乡村养老度假消费人群消费决策的影响因素,以及影响要素在不同的人口统计要素中的差异。结果表明,乡村养老度假消费决策的影响因素可以归纳为＂受传统观念限制＂、＂无法适应乡村环境＂、＂受财力限制＂、＂设施条件达不到要求＂和＂没有同伴＂五大影响因子,且人口统计要素在该决策影响因子上体现出明显的差异：男性、45~64岁老年群体、省城居民、低和高学历者、较高收入人群受影响因子的影响不显著;而女性、高龄老年消费群体、地级市老年居民、低收入人群、高中学历人群是乡村养老度假消费的敏感人群。在此基础上提出了乡村养老度假在浙江省乃至全国的发展建议。

Village elder pension holiday is the emerging domestic pension mode,which in Zhejiang Province has some practice points.Through analysis methods as principal component analysis and single factor analysis,this paper studies the influence factors of rural pension holiday consumption decisions,and the influence factors differences of different demographic factors. Results show that the rural pension holiday decision-making affecting factors can be summarized as five factors： ＂restricted by traditional ideas,＂＂cannot adapt to the countryside＂,＂limited resources＂,＂facilities cannot meet the requirements＂and＂no companion＂. And demographic factors on the five decision factors reflect obvious differences. People as male,45- 64 years old elderly,town residents,low and high degree,high income people is not significantly affected by impact factor,while people as female,aged older consumer groups,district cities residents,low income,high school degree of population is affected by impact factor significantly.