A Study On The Online Purchasing Behavior Of The Elderly In Yuxinyuan Community

In recent years,with the rapid rise of the aging degree of the population,the derived social problems have become more and more significant,which has become the focus of attention from all walks of life.With the arrival of "Internet +",the Internet has also becoming more and more important in people’s life.In the invisible change of people’s mode of production and consumption.Although,in recent years,the network consumer market is more inclined to young groups,but due to the trend of aging population,in the next few years,the proportion of the rich,idle will increase significantly,and accept the network consumer number of elderly groups will be greatly improved,the status of the elderly people in the Internet consumption and the proportion will be increasing,so as to promote the pattern of the Internet consumer market has changed greatly.Therefore,for enterprises,they should pay more attention to and analyze the future development prospects of the elderly market from the perspective of strategic marketing.Therefore,this thesis studies the online shopping behavior of the elderly,especially for the elderly groups in the community,to understand the potential practical significance and practical value,and to provide a reference for the strategic development of enterprises.Taking Shijiazhuang city as an example,this thesis conducts an empirical exploration of the online consumption behavior of the elderly group in Yuyuan community.Through the analysis of the current situation and trend of the online consumption of the urban elderly,not only the main factors affecting the online consumption of the elderly,but also the overall characteristics and influencing factors of the elderly participating in the Internet consumption are analyzed.Among them,the Yu Xin Yuan community elderly network consumption behavior related factors of the validation analysis,in addition,this thesis also according to the relevant literature and interview data,to the elderly individual variables,network perception risk,enterprise network marketing,social relations factors,is analyzed,and gives the relevant assumptions,and through the construction of influence factors model for data acquisition.Finally,the correlation analysis and regression analysis were conducted on the online consumption behavior using SPSS19.0,and we found that the online cognitive risk has little influence on the online consumption behavior of the elderly people in the community.Finally,on this basis,combined with the actual situation of China,how to use the network marketing to develop the elderly in China,put forward the corresponding countermeasures and suggestions.