Research On The Effect Of Consumption Values On Consumption Behaviors Of Elderly In Shijiazhuang Urban Area

China has now entered a stage of rapid aging of population. How to meet the increasing demand of elderly consumers and to develop the aging industry has become a hot topic. According to the 6th National Population Census 2010,Shijiazhuang, the capital of Hebei province, showed a similar level to the national indexes in term of Urban Population Aging Degree and Urban Elderly Population Structure. Therefore, Shijiazhuang can be taken as a representative city. The research of consumer behavior is an important foundation for entities to carry out their marketing strategy and to develop aging industry. For this purpose, this paper studies the elderly consumer behaviors in Shijiazhuang urban area, which has a significant importance and may provide some reference for other cities in the country to develop elderly market.From the perspective of consumption values, this paper studies the consumer behaviors of the elderly people in Shijiazhuang urban area. On the basis of a vast of domestic and foreign relevant literature on consumption values and elderly consumer behaviors, this paper proposes five consumption values, Ad-based consumption values, brand-based consumption values, green consumption values, pragmatic consumption values, and fashion-oriented consumption values, and two consumer behaviors, conservative consumer behavior and modern consumer behavior. This paper uses the theory of the general pattern of consumer purchase decision to build the model of consumption values’ influence on consumer behaviors, taking the intention of consumption as the intermediate variable, and puts forward the research hypotheses. To verify these hypotheses, this paper adopts interviews and questionnaires, tests their reliability and validity and uses a structural equation model,and finally draws the conclusion that 1) Ad-based consumption values and fashion-oriented consumption values have a significant and positive influence on consumer intention and modern consumer behavior, with no significant influence on conservative consumer behavior; 2) brand-based consumer behavior has a significantand positive influence on consumer intention, conservative consumer behavior and modern consumer behavior; 3) green consumption values have a significant negative influence on consumer intention, but have a significant positive influence on conservative consumer behavior and modern consumer behavior; 4) pragmatic consumption values have a significant positive influence on conservative consumer behavior and modern consumer behavior, with no significant influence on consumer intention. Entities should segment the market according to above conclusion and develop different marketing strategies.