| With the rapid development of community commerce and the aggravation of population aging in China,the attention of the society to the consumer market of the elderly groups is increasing.The greatest characteristic of community business is the convenience of service,which can provide convenient and fast living services for the elderly,and also tap the consumption potential of the elderly consumer groups to form a consumption dividend.However,for the elderly consumers,the degree of service convenience will affect the satisfaction evaluation of community business.If the evaluation of community business convenience is too low,in turn,it will affect the consumption frequency of the elderly.Therefore,this paper will explore the impact of service convenience of community business on elderly consumers.Firstly,after sorting out the relevant literature and interviewing with some elderly consumers in the community,this paper introduces two moderating variables: perceived age and reverse intergenerational influence.Secondly,350 questionnaires were distributed in a district of Beijing,and 309 valid questionnaires were analyzed by mathematical statistics.The results show that the higher the convenience of community business services,the higher the elderly consumers' evaluation of community business.Moreover,perceived age and reverse intergenerational influence will negatively regulate the relationship between service convenience of community business and elderly consumers' satisfaction with community business.That is,the greater perceived age and reverse intergenerational influence,the weaker the positive and significant relationship between service convenience of community business and elderly consumers' satisfaction with community business service.Finally,according to the consumption psychology of elderly consumers and from the perspective of management,three suggestions are put forward to improve the service convenience of community business. |
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