老年人生活照料服务购买决策影响因素研究

A research on the factors influencing the elderly' purchasing decisions in life care service

基于技术接受模型,首先构建我国老年人生活照料服务购买决策理论模型;然后依据江苏调查数据,运用结构方程模型方法对理论模型进行实证分析。结果表明:(1)老年人感知因素对其购买意向有显著影响,其中感知易用性和感知有用性的影响是正向的,感知风险和感知价格的影响是负向的,老年人的购买意向决定着其购买行为;(2)个体特征会对老年人的购买决策产生显著影响,我国男性、健康、城市、中低龄、大家庭老人更容易发生购买行为。

Based on the technology acceptance model, this paper firstly constructs a theoretical model for Chinese elders＇ pur-chase decisions of life care service. Then using the structural equation model, an empirical analysis on the survey data in Jiangsu Province is carried out to test and verify the model. The results show that： firstly, the elderly＇ perception factors have a signifi-cant effect on their purchase intention. And the effects of perceived ease of use and perceived usefulness are positive while the effects of perceived risk and perceived price are negative. The elderly＇ purchase intention decides their purchase behavior; sec-ondly, the individual characteristics of the elderly have a significant effect on their purchase decisions, and male, heahhy, ur-ban, young elders with a large family are more likely to purchase service in China.