老年群体对电商购物购买意愿的影响分析研究

An Analysis of the Influence of the Elderly Group on the Purchase Intention of E-Commerce Shopping

摘要: 数字时代，随着互联网技术的迅猛发展和电子商务的普及，老年群体逐渐成为在线购物市场的新兴力量。本研究采用实证研究，用问卷调查法收集数据，研究从老年群体对电商购物购买意愿状况、问题与对策出发，探究电商新驱动力与老年银发经济发展的实现意义，旨在探讨影响老年群体对电子商务购物购买意愿的关键因素，并分析其对电商市场的潜在影响。本研究不仅为理解老年群体在电商平台上的消费行为提供了新的视角和实证数据，也为老年群体的消费行为提供了理论支持，而且对于电商平台如何更好地服务老年消费者、提高其购买意愿提供了策略建议。最后，推动了老年消费者市场的健康和持续发展，为促进电商行业的发展提供实践启示。

Abstract: In the digital age, with the rapid development of internet technology and the widespread adoption of e-commerce, the elderly demographic has gradually become a new force in the online shopping market. This study adopts an empirical approach, utilizing a questionnaire survey method to collect data. The research starts from examining the current status, issues related to the elderly’s issues, and countermeasures related to the elderly’s willingness to engage in e-commerce shopping, probing into the significance of e-commerce as a new driving force and the realization of the silver economy’s growth among the older population. This study not only provides new perspectives and empirical data for understanding the consumption behaviors of the elderly on e-commerce platforms but also offers theoretical support for their purchasing actions. Moreover, it suggests strategic recommendations for e-commerce platforms on how to better serve the elderly consumers and enhance their willingness to purchase. Ultimately, it promotes the healthy and sustainable development of the senior consumer market and offers practical insights for the advancement of the e-commerce industry.