Modeling and Analysis of Group Consumption Behavior of the Elderly under the Background of E-commerce

Abstract

With the accelerated pace of aging in China, the elderly industry, known as the “silver economy”, is showing a trend of vigorous development. Because it has hundreds of millions of consumer groups, the elderly industry is also called “sunrise industry” by businessmen. First of all, this paper makes a systematic descriptive statistics according to the basic situation of the survey, ensures the reliability and stability of the survey scale through reliability analysis, and judges the correlation between variables through validity analysis. Cluster analysis is used to outline three types of consumer portraits to explore the willingness of different groups to integrate into e-commerce; LR model is used to explore the influence of gender, education, social interaction and other factors on the integration intention of e-commerce live streaming, and its influence degree under interaction is further analyzed by OR value. Through factor analysis to establish the factors affecting the purchase intention of middle-aged and elderly consumers, in order to analyze how to further develop the e-commerce market; to build a structural equation model to establish the interaction between indicators; the use of case analysis, in view of specific cases to discuss, to seek the future trend of e-commerce live shopping. The team spent nearly 3 months designing questionnaires, consulting literature, crawling data, conducting in-depth research, analyzing the survey results and writing reports. As this survey is during the epidemic period, most of the data come from online, so the data quality will decline to a certain extent.