Research On Consumption Behavior Of Elderly Health Care Products Based On The Transtheoretical Model

China’s ageing age is coming,with the rapid development of the economy and the rising living standards,the urban elderly people have been an important group that cannot be ignored in current social management.According to the law of life cycle,it is critical for the elderly to maintain their health in aging years.China’s health care industry flourished in the 1980 s,and the health care products has been rapidly developed for a marketing model.Nowadays,the places,methods,and contents of health care product consumption have undergone tremendous changes.Changes in consumer attitudes have also made consumer awareness shift from disease treatment to health care and disease prevention.However,current fraud and spurious issues in health care products are outstanding,and society reflects strongly,all this make the urban elderly people being the focus of public concern.With the development of health promotion strategies,health-change behavior has become the mainstream theory in the health field.Through the continuous practice of healthy behavior in real life,the transtheoretical model has gained wide applicability through its comprehensive discussion of multiple theories.Based on the transtheoretical model theory,this article builds an influencing factor model of urban elderly health care products consumption and using the questionnaire survey method to obtain first-hand data and analyze various methods.Firstly,reliability analysis and exploratory factor analysis are used to prove the validity of the questionnaire and the division of the model dimensions.Second,this paper uses descriptive statistical analysis and correlational statistical analysis to explore the main influencing factors of consumption behavior.The influencing factors mainly include three dimensions: consumption awareness,consumption motivation and consumption ability.The results of the study show that consumption awareness,consumption motivation and consumption ability have a significant impact on the amount of consumption,consumption freq uency,and consumption patterns.Finally,this paper uses multiple regression analysis to analyze each influencing factor.At last,the article proposes measures to improve the consumption pattern of health care products for elderly people in urban China.Through the adoption of effective health behavior interventions and management measures,it can promote the recovery,accumulation,and using benefits of aging human resources.Help the elderly to actively face the old age,continue to make useful contributions to society,and thus become an important participant and creator of social development.