Research On The Behavior Mechanism Of Daily Shopping Activities Of Urban Elderly People

Daily shopping is a kind of important activity for the urban elderly to satisfy basic living needs. Due to the natural phenomenon of rapid decline in physical function and significant differences between individuals, whether the elderly can overcome all kinds of obstacles in shopping becomes one of the key factors restricting the shopping motivation, which has a very important influence on the pension quality, personal dignity, family relationship and even social harmony. In order to explore the main factors, means and intensity of influencing the daily shopping, it is necessary to investigate the inter influence mechanism of sensitive characteristic variable "shopping motivation-travel obstacle-travel behavior " for the elderly.Based on the analysis of qualitative interviews for 53 old people in Kunming, it is found that there are independence characteristics between the market shopping and supermarket shopping for the urban elderly. According to Lewin metal of behavior, consumer behavior, research results of psychology of aging, this paper analyzes the latent variable and observational variable required for the study of the behavior mechanism of going-shopping behavior by structural equation modeling and method, as well as the in-depth thoughts of interview information, and then to designs the questionnaire. Based on the principle of random sampling and behavioral geography,523 questionnaires in comprehensive agricultural market in Kunming and 512 questionnaires in comprehensive supermarket have been surveyed.Combined with the qualitative analysis and quantitative analysis, based on the validation of sample data validity, descriptive statistical analysis and comparative analysis and demonstration, the original hypothesis that the supermarket shopping behavior and market shopping behavior for the urban elderly have two different kinds of travel behavior mechanism is proposed. The structural equation model is used to build the analysis model of "activity-travel" behavior mechanism for the elderly, respectively. Through the parameter model calculation, the theoretical model is verified to offer the believable foundation for the mechanism analysis.Based on the parameter model calculation result and model validity analysis, the travel behavior mechanism of two kinds of shopping activities for the urban elderly is fully explained. The comparative analysis and demonstration verify the authenticity of different travel behavior mechanisms in the two kinds of shopping activities for the elderly; the total effect of indirect influence of "age" factor on the shopping travel behavior and shopping characteristics by analyzing, the paper confirms that the influential effect of "shopping travel behavior ability" for the urban elderly in the mechanism analysis is more direct and important compared to the "age" factor.Based on the analysis of the effect of total influence of observational variable, this paper further discusses the relationship between the three observational variables of "shopping travel behavior ability" and the "age" factor. Through repeated experiment and comparative analysis, this paper discusses the variability of three observational variables of "shopping travel behavior ability" at different ages of the elderly, and discusses that the variability index has a certain degree of stability in the younger elderly (about 60-69 years old) and the older elderly (about more than 80 years old), but it is unstable in the middle-aged elderly (about 70-79 years old).As the research shows, the travel behavior characteristics of market shopping activity and supermarket shopping activity for the urban elderly are markedly different, and the action mechanism is also different. "Shopping travel behavior ability" of the urban elderly has a direct and significant effect on the daily shopping travel behavior, which is more direct and significant than that of the "age" factor. This paper also proposes that there is a variability in the characteristic variable of "shopping travel behavior ability" at different ages of the elderly, and the variability index has different stability characteristics at different ages, as well as the evidence of relevance between the "shopping travel behavior ability" and the "age" factor.