Online Consumer Behavior Of Urban Aging Group In China

Network technology brings the innovation of business model. Network Marketinghas become prominent in the Enterprise Marketing, although nowadays its mainmarket is for the young; but with the serious aging trend, the proportion of aginggroups who have money and free time will increase in the next five to ten years. Thenumbers of the old who have the capability of human-computer integration andaccept the network consumption will greatly grow up, which will significantlyenhance and change the position, share and structure in the internet consumer market.From a strategic marketing perspective, enterprises should pay more attention to thescale and potential of the future elderly market; therefore, studying the aging groups’online consumer behavior, especially the empirical research for aging groups in Chinaurban has important practical significance and academic value, which can providereferences for the company’s future strategic decisions.Taking Quanzhou for example, after the empirical study and summary on its urbannetwork consumption behavior of aging groups, the paper found the status and trendsof urban aging groups in network consumption, the factors that influence consumerparticipation in the network consumption and the general characteristics of the aginggroups in doing so. After a validation study on the influencing factors based on theliterature and interviews, this paper proposes four variables: elderly individual factors,perceived risk of online shopping, enterprise network marketing and social relations;and then hypothesizes, building a simple model of influencing factors and collectingdata. The paper inspects the relationship of the four variables that affect the internetconsumption behavior, using SPSS19.0to handling the questionnaire data and thencorrelation and regression. In a conclusion, computer operating factors, onlineshopping motivation, enterprise network marketing and social relations factors havesignificant influence on internet consumption behavior while the perceived risk ofonline shopping do not. The paper briefly analyzes the reasons. Then based onempirical analysis, the paper did a theoretical analysis of the results. According to theresults, the paper proposals some inspiration and advice about using the networkmarketing to develop the urban aging groups.