| At present,China is facing a severe aging situation,with large-scale aging population and rapid growth rate.In the severe aging situation,the demand for the elderly is also increasing.At this time,the real estate for the elderly has become the focus to meet the demand for the elderly and relieve the pressure of the aging population.What kind of products and services the elderly real estate provides,the quality of products and services,the elderly’s own factors and the government’s policies will affect the elderly’s willingness to purchase the elderly real estate.Therefore,through the exploration of the purchase intention and its influencing factors of the old-age real estate,this paper reveals the key factors that affect the purchase intention of the old-age real estate,on the one hand,it urges the old-age real estate developers to meet the multi-level and diversified old-age needs from the perspective of the needs of the old.It promotes the sustainable development of the old-age real estate.In view of this,this paper defines the basic concepts of pension model and pension real estate,Combined with population transformation theory,the theory of elderly continuous activity,welfare pluralism theory,Maslow’s demand level theory and other related theories,this paper uses statistical analysis methods to define and analyze various factors affecting the purchase intention of elderly real estate in detail.On this basis,the paper establishes a model of influencing factors of purchase intention of pension real estate,and divides the influencing factors into four potential variables:value of pension real estate,cognition of pension real estate,incentive policy of pension real estate and environment of pension real estate.On this basis,21 observation variables are set up to quantify it,and two intermediary variables of perceived quality and perceived value are introduced,through the construction of structural equation model(SEM)and the use of SPSS,Amos software for empirical analysis of the factors affecting the purchase intention of pension real estate,analyze the interaction and influence degree between each variable.Finally,according to the key path analysis of the factors influencing the purchase intention of the elderly real estate,the results show that: among the value factors of the old-age real estate,price and reputation have the greatest influence;among the cognitivefactors of the old-age real estate,the concept of the old-age real estate,the understanding of the old-age real estate,the ability of consumers to accept new things and the consumption attitude have a very significant impact on the purchase intention of the old-age real estate;the influence of the incentive policy of the old-age real estate on the purchase intention is not significant,mainly because the incentive policy of the old-age real estate mainly acts on the developers of the old-age real estate,the influence on the purchasers is indirect,and the influence on the purchase intention of the old-age real estate is not significant;among the environmental factors of the old-age real estate,the distance between the old-age real estate project and the children,the suitable aging design and supporting facilities have a very significant impact on the purchase intention of the old-age real estate.On this basis,the paper puts forward the countermeasures and suggestions to promote the purchase intention of the old-age real estate: optimize the price of the old-age real estate;adopt appropriate publicity and marketing strategies to enhance the cognition of the old-age real estate;optimize the planning and design of the old-age real estate,improve the environment of the old-age real estate,and then provide new ideas for the healthy and sustainable development of the old-age real estate. |
