Reference Group Influence On Elderly Grant Event Perceived Value

The consumer field is attracting a growing attention at present, including the research on consumer behavior and consumer lifestyle. The influence on consumer by group reference is paid more attention by academic and business. More and more experts consider that consumer institution of products affected more by group reference than personal judgement.In recent years, with the continued development of the national economy and the accelerated pace of aging, the elderly tourism has made great progress in Shanghai. Elderly tourism in China begins from middle 90s,20th century. Developing elderly tourism marketing is becoming indispensable to promoting economic increasing growth and sustainable development. As a group of social consumption, the elderly will be easily affected by group reference on consumption attitude and consumption decision. Compared with the individual western consumer, China consumers tend to be more implicit and conforming under the influence of Chinese traditional culture. Tourism products toward the tourists, thus requires the tourism corporations satisfied the tourist with their perceived value.Research model of this article divides into three parts, Group Reference, Perceived Value, Tourism Will. Based on 2010 Shanghai Expo, this study focus on the relationship between perceived value and tourism will proceed from actual situation and based on questionnaires, refer to the impact on elderly tourist perceived value and tourism will.This article process and analyse data with SPSS 13.0.Including the basic analysis on sample and relationship between group reference and elderly tourist perceived value, tourism will using variance analysis and correlation analysis.The main conclusions are as follows:Group reference has positive effect on elderly tourism perceived value;Group reference has positive effect on elderly tourism will;Elderly tourism perceived value has positive effect on elderly tourism will.Three group reference influences have different positive effect on elderly tourism perceived value;Three group reference influences have different positive effect on elderly tourism will.