Study On The Purchasing Behavior Of Consumers For Senior Houses

In recent years,The aging of population process of China is accelerating, and the family structures continue to be smaller. With the changing economic situation, the real estate industry began to adjust, more and more developers try to get into the pension industry. In addition, the country also has given a lot of support in land, taxation and many other aspects. Under the background, the elderly for the residential product step into a new stage and also cause widespread concern in society. However, due to the late start of pension estate, the theory and practice of senior houses are at an early stage. So there are sea of problems to need be solved.In the above case, only to explore special needs in-depth and to deepen understanding of the elderly, can this way to solve the senior houses better. Consumer’s attitude and behavioral intention on senior houses have a profound impact on stakeholder’s behavior choices. Therefore, the article will clarify the influence factors of senior house purchase behavior on the perspective of marketing and consumer behavior theory, then it is used empirical methods to verify it. In theory, this article expands and deepens the scope of the senior research and lay the foundation for the related fields. In practice, it can provide the market some evidence for residential products, but also the government certain reference of relevant policies and development plans on the aging.Firstly, the article combings the background and the main concepts, and it also have reviewed the present situation of the senior house. After field survey and in-depth interviews, the article establishes the theory model of consumers’ purchasing behavior for senior houses on the basis of consumer behavior. In this paper, the factors that affecting the purchase of the senior houses are divided into two aspects: internal factors and external factors. The internal factors mainly include cognition, conformity behavior and the psychological of trying something new. The external factors mainly include purchase cost, geographical location, suitable for aging design, residential environment and supporting services of senior houses. And taking the above factors as independent variables, the old purchase behavior of senior houses as the dependent variable, this article analyzes the impact of these factors on the purchase of the senior houses and the difference between the different demographic characteristics and old life styles.Then, taking the housing consumers in the Hangzhou and Tongxiang of Zhejiang Province for example, the research obtained the data of empirical research through visiting the relevant personnel and reviewing the literature. After obtaining the data, the article uses the method of descriptive statistical analysis to know the characteristics of the sample, and it uses the method of reliability and validity analysis to determine the reliability and validity of the sample. And it uses the method of variance analysis to study the housing purchase aspects of differences of different demographic characteristics in the aging. It uses the method of cluster analysis to classify the lifestyles of consumers into different categories, and uses factor analysis to name them, then it will find which the most inclined to buy the old residential houses. Finally it uses the relevant and regression analysis, explore which variables are significant and which one is the largest.The result of this article demonstrates that the teachers and civil servants whose ages between forty and fifty, well-educated with higher income are tend to purchase the senior houses. And the factors such as cognition, conformity behavior, the psychological of trying something new, geographical location, suitable for aging design, residential environment and supporting services of senior houses have a significantly positive correlation with consumers’ purchasing behavior for senior houses. The main influence factor is degree of awareness, adequate and supporting service is the second. In the different lifestyles of consumer classification, "Leisure & Entertainment" is most to buy residential care.Finally, the article put forward some suggestions for firms and government according to the confirmed significant influence factors of consumers’ purchasing behavior for senior houses.