候鸟老年人重复购买长宿休闲产品行为研究  

Research of Long Stay Products Multiple Purchasing Behaviors of Migrant Seniors

作　　者：蒋秀芳 周刚[2,3] 陈才[4] 

机构地区：[1]海南中元市政工程设计有限公司,海南海口570208 [2]重庆师范大学地理与旅游学院,重庆401331 [3]重庆大学经济与工商管理学院,重庆400030 [4]海南师范大学旅游学院,海南海口571158

出　　处：《资源开发与市场》2016年第8期1018-1024,共7页Resource Development & Market

基　　金：教育部人文社会科学研究青年基金项目(编号:12YJCZH311);海南省自然基金项目(编号:20157262);海南省高等学校科学研究项目(编号:Hjsk2013-24);重庆市社会科学规划一般项目(编号:2014YBSH045);国家旅游局"万名旅游英才计划"研究型英才培养项目(编号:WMYC20151127);重庆师范大学基金项目(编号:10XWQ09)

摘　　要：随着我国人口老龄化形势的逐渐严峻,老年人长宿休闲迅速发展起来。候鸟老年人是长宿休闲的主体,其消费者行为是旅游相关企业进行具体经营管理的依据。主要探讨了低龄和中龄老年人重复购买长宿休闲产品的消费行为模式。在老年人长宿休闲主要集聚区海口市发放调查问卷,获得有效问卷217份。分析结果显示,不同年龄阶段的老年人在购前需求质量预期、购后体验感知质量和购买行为上具有显著性差异:中龄老年人比低龄老年人有更多、更集中的购买行为;提升硬件设施、软件服务、环境质量、生活机能和卫生环境对增加低龄老年人购买长宿休闲产品次数具有显著正向影响;提升安全方便性、硬件设施、休闲环境质量对增加中龄老年人购买长宿休闲产品次数有显著正向影响。建议以低龄老年人为目标客户群的经营产品的优先改善顺序为软件服务、卫生环境、生活机能、环境质量和硬件设施,而以中龄老年人为目标客户群的经营产品的优先改善顺序为生活机能、卫生环境、安全方便性、硬件设施和休闲环境。Long stay behaviors of seniors developed rapidly, with the grim aging population in China. Seniors were the principal part of long stay. The consmner behaviors were the foundation and basis of enterprises management. This Paper focused on a more in - depth analysis of long stay prod- uets multiple purchasing behavior models in young seniors and middle seniors. For this paper, surveys were carried out in Haikou main gathering plae- es of long stay seniors - resulting in a total of 217 valid responses. Tile results of the analysis showed that there were significant differences in quality （ff pre - purchase demand expectation, perceived quality and purchasing behaviors. Middle seniors had much higher and more concentrated purehasing frequency than young seniors. Improving the quality of hardware facilities, software services, environmental quality, life ftmetion, envirormlental health could show a significant positive effect on young seniors purchasing frequency. W/tile improving the quality of safety and convenience, hardware facili- ties, leisure environment had a significant positive impact on purchasing frequency d middle seniors. To this end, software services, environmental health, life function, environmental quality and hardware facilities were the top highest priority for long stay units operating young seniors, while life fullction, environmental health, safety and convenience, hardware facilities and leisure environment were the top highest priority for long stay units op- erating middle seniors.

关 键 词：年龄阶段 购前需求质量预期 购后体验感知质量 重复购买 长宿休闲 

分 类 号：F590.71[经济管理—旅游管理]