| In February 2017,the National Bureau of Statistics issued a "Statistical Bulletin of Major Data on China's National Economy 2016" showing that by December 2016,China's total population had reached 1.383 billion people,of whom 230 million were aged 60 and over,accounting for 16.7%of the total population;and the population aged 65 and over.About 150 million people,about 10.8%of the total population.As a country with the largest number of elderly people,China is also one of the countries with the fastest aging degree in the world.According to the forecast of population experts,the number of the elderly population in China will increase to 260 million in 2020;the number of the elderly population in China will exceed the number of the juvenile population by 2030;the number of the elderly population in China will increase to about 400 million in 2050,and will be stable in the long run in the scale of 400 million people.Influenced and influenced by Confucian culture,Chinese people have always regarded family pension as the main way of providing for the aged.However,with the development and progress of society,the function of family pension is declining day by day,the traditional concept of family pension has to be updated and changed,and the institutional pension has also begun to prevail.However,there are some drawbacks such as the old people's spiritual needs can not be met and the living facilities are not perfect,which lead to the phenomenon of high bed rate.In order to cope with the dilemma caused by the continual weakening of family pension function,China has introduced a series of measures to advocate community pension on the basis of absorbing foreign advanced community pension experience,so as to realize the will of many elderly people to provide for the aged accompanied by their children.Community day care center for the elderly is an important platform for our country to rely on the community as a cause of supporting the elderly.It is also a place to provide community services for the elderly.It can not only provide quality services for the elderly without community,but also solve the worries of many children.In recent years,under the active guidance of the national policy,the prevalence rate of community day care centers in all provinces and cities in China has been continuously improved and developed rapidly.To study the influencing factors of elderly people's willingness to buy community day care center services,so as to provide better and more accurate services,so that the elderly can enjoy their old age in the community and make the community develop healthily for the elderly service industry.This paper takes reference group influence and customer perceived value as the breakthrough point,mainly through literature research,questionnaire survey,data statistical analysis and other research methods,to study the factors affecting the elderly's willingness to buy community day care center services.The article is divided into six parts.The first part is the introduction,which mainly introduces the research background and significance,content,structure,ideas and methods.The second part defines the concepts of community day care center,reference group,perceived value and purchase intention,and reviews and collates the research literature on reference group,perceived value and purchase intention by experts and scholars at home and abroad.The third part builds models and puts forward hypotheses.Based on the theory of perceived value and the existing research models of experts and scholars,this paper puts forward the purchase intention model of community day care center service,and designs questionnaire.The fourth part uses statistical analysis software SPSS24.0 and Mplus 7.0 to analyze the data of the questionnaire.The fifth part summarizes the conclusions of this study,and puts forward some marketing suggestions for community day care centers.The sixth part is research shortage and prospect. |
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