互联网背景下城市老年群体消费行为影响因素

Analysis on the Influencing Factors of the Consumer Behavior of the Urban Elderly Group under the Internet Background

运用AHP分析法(层次分析法),探讨在互联网背景下老年群体的消费行为的影响因素,并将其划分成三个层次,建立层次结构模型,从中发现对老年人网络消费的最主要影响因素。在此基础上,提出解决办法,一是通过社区的老年大学对老年人进行互联网产品和网络使用的培训;二是对于年纪较大的老年人,可以请社区的工作人员或者其子女进行教授或者代为操作;三是加强网络消费的安全建设,比如资金安全、个人信息安全等;四是在网络上销售老年人需要的产品进行广告投放,打通老年群体了解互联网产品的渠道。

Using AHP analysis(analytic hierarchy process),this paper discusses the influencing factors of the consumption behavior of the elderly group in the context of the Internet,divides it into three levels for discussion,and establishes a hierarchical structure model,from which we can see the main influencing factors of the elderly’s online consumption.Based on the existing literature,and puts forward solutions.First,the elderly should be trained in Internet products and network use through the elderly university in the community;Second,for older people,community staff or their children can be invited to teach or operate on their behalf;Third,strengthen the security construction of online consumption,such as the security of funds,personal information,etc;The fourth is to sell the products needed by the elderly on the Internet,and launch advertisements to get through the channels for the elderly to understand Internet products.