THE INFLUENCING FACTORS OF ONLINE COMPENSATORY CONSUMPTION BEHAVIOR OF CHINESE ELDERLY

Abstract

With the coming of aging and informatization at the same time, the status and share of the elderly in online consumer market have been continuously improved. The structure of the market has also changed greatly, so the problems, disadvantages, risks and unpredictable factors in the transaction between the elderly and the online shopping platforms would bring many tests to social management. In the context of new social development, the study of the consumption behavior of the elderly through online shopping can not only provide a theoretical basis for online sales enterprises to improve their industry services, but also provide valuable suggestions to meet the living needs of the elderly and improve their quality of life.

Based on the reality, online sales enterprises and government regulators should not only pay attention to the scale and potential of future elderly market, but also to the risks and influencing factors of online shopping behaviors. Therefore, this paper would construct SEM equation structure model to study the online consumption behavior of Chinese elderly groups which will base on the empirical analysis of the influencing factors of online consumption behaviors of Chinese elderly groups under compensatory consumption intention, mainly the independent variables in the model (behavior attitude, subjective norms, perceived behavior control) A confirmatory study was conducted on the influence relationship between moderating variables (self-esteem threat, lack of sense of belonging, lack of control), intermediary variables (compensatory consumption motivation), dependent variables (compensatory consumption behavior) and other variables. The SPSS statistical analysis tool was used to verify whether or not the relationship between variables has a significant impact on the online consumption behavior of the elderly. Through the results of this study, some suggestions could be put forward for online sales enterprises and relevant government departments. The empirical research results of this paper have important practical significance and academic values that can provide relevant theoretical basis and decision-making reference for the future decision of online sales enterprises and the rational online consumption of the elderly.

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