中国城市老龄消费者品牌重购行为的形成机理
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摘要
随着我国老龄化进程的加速发展，预计到2050年，全国65岁及以上老年人将达到3.3亿至4.7亿之间，其比例将占总人口的23%到27%（顾大男，1999）。这将会形成一个庞大的老年消费群体，老龄产业潜力巨大已经成为不争的事实。同时，伴随着社会与经济的发展，老龄消费需求也开始向个性化、多元化方向转变，产品的质量、附加值、个性等品牌特有要素日益成为老龄消费的重要影响因素。而这些都与我们所认为的我国老年人保守、刻板的消费形象相去甚远，因此，有必要重新审视这一特殊群体的消费行为新特征。虽然，老龄产业潜力巨大已经成为不争的事实。然而从整体上看，现阶段我国老龄消费市场还处于起步阶段，针对老年特点的品牌和商品数量少、种类不足、相关产品的开发理念也不尽人意，很多领域的老龄产品供给被社会和企业所忽视，还处于空白阶段。如何满足我国日益增加的老龄消费者需求，促使社会各界认识到发展老龄产业的重要性与紧迫性，是未来中国老年消费市场有效发挥其巨大潜力的关键所在。
从上世纪八十年代起，老年人的消费行为已经引起了营销学界的高度关注，其研究范畴已涉及到购物环境的影响因素、广告反映，老年消费者自我感知等领域。而即便如此，老年消费行为及其营销策略的研究仍然处于“幼年期（Infancy）”（Moschis，1991）。从我国已有的老龄消费者行为研究成果来看，我国目前老年消费者行为比较关注老龄产业的界定、老龄产业相关的服务领域及特殊老龄市场等老年产业宏观理论及现实发展问题，而对老年人消费心理等微观层面的研究则较少涉猎。
基于以上研究背景，本文将以城市老龄消费者为研究对象，从老龄消费者特有的自我概念意识角度出发，深入探讨老龄消费者特殊的品牌需求因素，希望能借此为相关领域的研究做出有益贡献。
首先，本文从自我概念一致性角度构建了老龄消费者的品牌重购行为的形成机制模型。对老龄消费者而言，自我概念会直接或间接的影响购买决策（金晓彤等，2012）。伴随着我国城市老年人综合消费能力的日益增强，其消费需求也呈现出多层次性、多结构性的发展趋势。越来越多的老年人愿意为自己的健康、外观和精神愉悦支付更高的价格，其消费形式也从单一化走向多元化。因此，品牌形象与自我概念的一致性对城市老龄消费者的品牌态度以及购后行为都是非常重要的影响因素。
其次，本文探讨了老龄消费者品牌关系质量在自我概念一致性与重购行为关系中的中介作用。品牌关系作为消费者与品牌情感的维系，在自我概念与重购行为中间也会扮演着非常重要的角色。老年人因为与品牌情感连接强度不同，其自我概念一致性对顾客重购行为也会发生一定的变化。同时，品牌关系质量的运用能够更全面的挖掘出老龄消费群体重购行为的形成机理，并能更加清晰的识别自我概念一致性对老龄消费群体的现实意义，并为重购行为相关领域的研究提供有益补充。
第三，本文分别研究了反向代际影响和产品涉入度在自我概念一致性与品牌关系质量关系中的调节作用。一方面，在中国人长久以来的价值观念中，关系取向一直是人际交往中的主要运作方式之一。因此在有关中国社会文化的讨论中，家人关系也一直是研究的重点之一。对于老龄人而言，儿女对他们来说“家是精神依附与情感归宿”，而家庭影响又以品牌的代际影响最为深刻。众多研究表明，子女的消费观念会对父母的购买行为产生影响。而且，老年人的价值观一旦因晚辈发生改变，就会对年轻一辈产生更深刻的认同感，而这种态度也会趋于稳定。因此子女对品牌的正向态度，会增加老龄消费者对自我概念与品牌形象的契合度感知，并会进一步对品牌情感产生影响。因此，本文将对反向代际影响在老龄消费者自我概念一致性与品牌关系质量之间的调节作用进行探索；而另一方面，受到产品涉入度的影响，老龄消费者对产品及品牌形象产生不同的理解，因此可用于解释老龄消费者在同类产品的品牌情感强度上的差异性。涉入程度是品牌体验经历中的先决条件，而本研究选择老龄消费者涉入程度作为调节变量来探讨，即是为了了解涉入程度将如何影响老年人的自我概念与品牌形象感知，并进而影响自我一致性与品牌关系质量的关系。
本文通过对国内外相关文献回顾与整理，用以了解老龄消费者品牌重购行为的理论基础及研究现状，进而建构本次研究的理论架构。随后，通过深度访谈与预测试进行问卷修正，然后选取北京、沈阳、长春等几大城市老龄人口为样本对象，正式发放并回收问卷，最后通过结构方程模型与回归分析等方法检验本文的研究假设。通过实证分析，得到以下结论：
第一，老龄消费者自我概念一致性能够影响重复购买行为。一般认为，中国老年消费者在消费行为上具有功能倾向。本文从老年消费者内在自我概念出发，得到了与以往不同的结论。一方面，中国老年人具有责任重大的意识及高度的自我认同感。因此，中国老年人对于自己的想法和选择会比较坚持并很难改变。另一方面，随着生活水平的提高和消费能力日益增强，他们愿意支付更多的费用来满足自身的情感诉求。
第二，老龄消费者自我概念一致性可以显著影响品牌关系质量。由此可以看出，“关系取向”是推动老年消费者行为忠诚形成的主要前因变量。老年人得到正面的品牌关系感知，将对他们的购买决策产生影响。老龄消费者对品牌的情感承诺，源自于对该品牌的形象个性和该品牌所具备的人格特质产生深刻的认知与认同感，当消费者的社会自我形象与品牌形象一致时，他会认为该企业了解自己的需求，甚至是专门为自己这一类消费者服务的，同时也可以作为与他人沟通交往与维系人际关系的工具。
第三，品牌关系质量在自我概念一致性与顾客重购行为关系中具有中介作用。检验结果表明，在加入品牌关系质量之后，自我概念一致性各维度（理想自我概念一致性、现实自我概念一致性及社会自我概念一致性）与顾客重购行为之间关系的显著程度有了非常明显的下降。这说明自我概念一致性主要通过影响品牌关系质量来影响顾客重购行为，其对顾客重购行为的间接作用要远远大于其直接作用。因此，当老龄消费者对某品牌的形象个性和该品牌所具备的人格特质产生深刻的认知与认同感，认为该品牌可以代表自己的个性和品味，则该品牌与老年人自身就会进一步产生情感连接关系，而这种关系也会进一步驱动老龄消费者重复购买行为的产生。
第四，反向代际影响在自我概念一致性与重购行为关系中具有部分调节作用。因此，由于我国老龄人独特的重视“家族”、“关系”等行为特点，老龄人的品牌关系会受到来自子女方面的反向代际影响。子女在其社会化的进程中，获得了相应的消费知识、理念和相关技能，并在不断的吸纳新信息与消费实践中，形成了自己独立的消费态度，而伴随着子女社会性影响增强，老龄消费者对自我概念的敏感程度也会提高，无论是追求自我的理想状态，还是主动维系社会交往关系，老年人通过理想和社会自我一致性而进行品牌选择的倾向都会得到强化。而反向代际影响在现实自我概念一致性对承诺的正向影响中，没有起到显著的调节作用。
第五，产品涉入度对自我概念一致性与顾客重购行为关系起部分调节作用。就老龄消费者自我概念而言，当老年人对于该品牌涉入程度较高，代表着老年人基于本身的需求或价值需要，与品牌的相关资讯的收集具有较大的关心程度，同时感受到的自我相关性也会较高。同一个品牌，老年人由于涉入程度不同，从对该品牌与个人内在的攸关程度的评价，并连带消费之后的情感决策都会产生重大影响。同时，相较于低产品涉入的消费者，高涉入程度的老龄消费者对于通过该品牌实现的自身利益也会存有较深的记忆效果。因此，老年人自我概念一致性以及产品涉入度交互影响产生的反应能有效促进消费者与品牌的情感，进而影响其品牌体验过后的满意度及信任感。而承诺对理想自我一致性与产品涉入度交互效应检验时发现，产品涉入度在理想自我概念一致性对承诺的正向影响中，没有起到显著的调节作用。
本文以老龄消费者特有的自我概念为出发点，基于反向代际影响与产品涉入度的研究视角，深入洞悉城市老龄消费者品牌重购行为的形成机理，考察其主要影响因素，在一定程度上为有关城市老龄消费者品牌重复购买行为的营销视角提供了有益补充，从而为企业制定更加有效的老龄品牌营销策略提供参考。
Along with the acceleration of the aging process in China, it is expected that by2050, the senior population, with age of65and above, will reach ages the amountfrom330million to470million, a range accounting for23%to27%of the totalpopulation (Gu, Danan,1999). It will form a huge group of elderly consumers andlead to an indisputable fact that the industry for the elderly will have vast potential fordevelopment. At the same time, along with social and economic development, theelderly’s consumer demands tend to be more personalized and diverse. Those specificelements of the brand including product quality, value added, and the characteristichas become an increasingly important factor that affects elderly’s consumption. Allthese factors are quite different from our traditional perception of the elderly asconservative and rigid. Hence, it is necessary to re-examine the new characteristics ofconsumer behavior of this particular group. Despite the indisputable fact that theindustry for the elderly has a vast potential for development, the market developmentfor the elder consumers, in general, is still in its infancy. The brands and products thatare developed based on the elderly’s characteristics are very few. Meanwhile, theproduct type and the development ideas for the related products are alsounsatisfactory. The product supply for the elderly is neglected by the society andindustry and is still in the empty stage. Meeting the increasing consumer demand ofthe elderly and urging our society to realize the importance and urgency of theindustry development for the elderly is key to effectively fullfil the great developmentpotential of the elderly’s consumer market in China in the future.
Since the1980s, the consumer behavior of the elderly has aroused a high-degreeof concern in marketing academia. The research scope has included impact factors ofshopping environment, the reflection of advertisement, and elder consumer’sself-perception. However, research on the elderly’s consumer behavior and marketingstrategy is still in its infancy (Moschis,1991). In China, the research of the elderly’sconsumer behavior is mostly focused on the discussion of macro theory and practicaldevelopment issues including the definition of the industry for the elderly, the serviceareas related to the industry for the elderly, and the special market for the elderly. Theresearch from the micro perspective, such as the elderly’s consumer psychology, isrelatively limited.
Based on the research background discussed above, this study will use the elderconsumer as the research target, from the scope of the particular self-perception of theelder consumer, to discuss in depth the factors that influence the brand choice amongthe elderly, and hope to provide positive contributions to similar research areas.
Firstly, the formation of the aging consumer-brand repurchase behavior model isbuilt from the perspective of self-concept consistency. The self-concept theory willdirectly or indirectly affect the purchase decision of elderly consumers (Jin,2012).Along with the increase in our elderly comprehensive spending power, consumerdemand is also showing the multilevel nature of multiple structural trends. More andmore elderly people are willing to pay higher prices for their consumption in the formof diversification from a single trend for their own health, appearance and mentalpleasure. Therefore, the consistency of brand image and the self-concept of agingconsumer becomes an important factor affecting the attitudes of elderly consumers’brand attitudes and post-purchase behavior.
Secondly, this paper investigates the intermediary role of the aging consumerbrand relationship quality among self-perception consistency and repurchasesbehavior. Brand relationships serve as the emotional maintenance of the consumer and the brand; self-perception and repurchase behavior will play a very important role.There will be marked changes in customer repurchase behavior caused by theconsistency of the self-perception due to the variability of elderly and brandconnections strength. At the same time, the use of the brand relationship quality canbe more comprehensive in order to dig out the formation mechanism of the agingconsumer groups repurchase behavior, and can more clearly identify the practicalsignificance of the self-perception consistency among aging consumer groups as wellas providing a useful supplement to the research related to the field of repurchasebehavior.
Thirdly, the regulatory role of the intergenerational impact and the degree ofproduct involvement in the relationship between self-perception consistency andquality of the brand relationship is studied. On one hand, the values of the Chinesepeople have long been relationship oriented, and relationship is served as the mainmode of interpersonal operation. Therefore, in the discussion of Chinese culture andsociety, the family relationship has also become one of the main focuses of the study.For older people, the sons and daughters are their “spiritual reliance and emotionalhome”; Brand intergenerational impact is again the most profound influence fromfamily. Numerous studies show that children‘s attitudes of consumption impact thebuying behavior of their parents. Moreover, once the values of the elderly have beenchanged by the younger generation, the elder will have a more profound sense ofidentity with the younger generation, and the attitudes tend to stabilization.
Through a literature review and organization of relevant texts written locally andabroad, this article seeks to construct a theoretical framework for this research projectby understanding the theoretical foundations and current research of brandrepurchasing behavior among elderly consumers. Afterwards, through in-depthinterviews and preliminary tests to refine a questionnaire, survey samples fromamong elderly people in Beijing, Shenyang, Changchun and other such big cities were chosen, and questionnaires were issued and collected from them. Finally,through methods such as a structural equation model and regression analysis, theresearch hypothesis of this article is examined. Through empirical analysis, thefollowing conclusions are reached.
Firstly, the consistency of elderly consumers’ self-perception is able to affecttheir repurchasing behavior. It is commonly agreed that elderly Chinese consumersare concerned with functionality in their spending behavior. From the starting point ofelderly consumers’ innate self-perception, this article came to a conclusion thatdiffered from past surveys. On one hand, elderly Chinese people are highly cognizantof the concept of responsibility and have a strong sense of identity. Hence, they aremore persistent in their thoughts and choices, and have a lot of difficulty changingthem. On the other hand, with improvements in living standards and daily increases intheir spending power, they are willing to pay more to satisfy their personal emotionaldesires.
Secondly, the consistency of elderly consumers’ self-perception can significantlyaffect the quality of their relationship with brands. From this we can see thatrelational orientation is a major antecedent that motivates elderly consumers’spending patterns. When elderly consumers obtain positive perceptions of brands,their purchasing strategies and choices are affected. Their affective commitments tobrands come from how the personality of the brands’ image and the brand’shumanistic qualities invoke deep understanding and recognition among elderlyconsumers. When consumers’ social self-perception is parallel with a brand’s image,consumers will believe that the firms understand their needs and demands, to theextent that they believe the firms specialize in serving customers of their type. At thesame time, this becomes a tool for firms to communicate and foster customerrelationships.
Thirdly, the quality of brand relationships has an intermediary effect on the relationship between the consistency of customers’ self-perception and customerrepurchasing behavior. Test results show that after a customer formed a relationshipwith a brand, the connection between each dimension of the consistency of theirself-perception (the dimensions being the consistency of their concepts of their idealselves, the consistency of their conceptualizations of their real selves and theconsistency of their conceptualizations of their social selves) and customerrepurchasing behavior weakened significantly. This proves that the consistency ofself-perception mainly influences customer repurchasing behavior through the qualityof customers’ relationships with the brand. The tangential effects of theserelationships on repurchasing behavior are far greater than their direct effects. Hence,when elderly consumers have a deep understanding and recognition of a certainbrand’s particular image and humanistic qualities, and believe that this brand canrepresent their own personalities and tastes, this means that this brand will becomemore emotionally connected with elderly consumers, and that this connection candrive them to repurchasing behavior.
Fourthly, reverse intergenerational influences partially influence consumers’consistency of self-perception and their repurchasing behavior. Hence, becauseelderly people in our country place a unique emphasis on the family and on guanxibehavior and ties, elderly consumers’relationships to brands will be affected byreverse intergenerational influences from their children. Their children obtainrelevant consumer information, values and related skills in their socialization process,and within their continuous consumption of new messages and their spendingpractices, they form their own independent spending attitudes. Together with theirchildren’s strengthening socialization, elderly consumers experience an increase inthe sensitivity of their self-perception, including their pursuit of self-fulfillment ideals,and their proactive maintenance of social communications and ties. The consistencyof the relationship between elderly people’s personal ideals and social selves will be strengthened because of the inclinations of their brand choices. At the same time,reverse intergenerational influences have no marked influence on adjusting howreal-life self-perception has a consistent positive influence on guarantees.
Fifth, product penetration has a partial effect on adjusting the consistency ofself-perception and customers’ repurchasing behavior. When elderly customers aremore immersed in a brand, it means that the brand is fundamental to their personalneeds or values, when it comes to their self-perception. Hence elderly consumers willhave a higher degree of concern for collecting information about the brand, and at thesame time, they will experience a higher degree of connection with the brand. Asdifferent elderly consumers are immersed in the same brand to different degrees, theirjudgment of the personal stake they have in the brand and their affectivedecision-making after purchasing will have a big impact on their behavior. At thesame time, compared to consumers who are not as immersed in a brand, consumerswho have a high degree of immersion in a brand have deeper mental impressions ofthe personal benefits that the brand fulfills for them. So the consistency of theself-perception of elderly people and their degree of immersion in a brand aremutually affecting elements, which can effectively increase these customers’ feelingsfor a brand and affect their level of satisfaction and trust for the brand after theyexperience it. In addition, when guarantees of the consistency of personal ideals weretested against the degree of product immersion, it was found that the degree ofproduct immersion did not have a significant impact on adjusting the consistency of apositive influence on self-conceptualization.
Beginning from elderly consumers’ particular self-perception, this article isfounded on the research angles of reverse intergenerational influences and the degreeof product infiltration. This article provides deep insight into the mechanisms of theformation of elderly consumers’ brand repurchasing behavior, examines the majorelements that affect this, and provides beneficial supplementary information on this behavior from a marketing perspective in order to provide resources for firms todesign more effective brand marketing plans for elderly consumers.
从上世纪八十年代起，老年人的消费行为已经引起了营销学界的高度关注，其研究范畴已涉及到购物环境的影响因素、广告反映，老年消费者自我感知等领域。而即便如此，老年消费行为及其营销策略的研究仍然处于“幼年期（Infancy）”（Moschis，1991）。从我国已有的老龄消费者行为研究成果来看，我国目前老年消费者行为比较关注老龄产业的界定、老龄产业相关的服务领域及特殊老龄市场等老年产业宏观理论及现实发展问题，而对老年人消费心理等微观层面的研究则较少涉猎。
基于以上研究背景，本文将以城市老龄消费者为研究对象，从老龄消费者特有的自我概念意识角度出发，深入探讨老龄消费者特殊的品牌需求因素，希望能借此为相关领域的研究做出有益贡献。
首先，本文从自我概念一致性角度构建了老龄消费者的品牌重购行为的形成机制模型。对老龄消费者而言，自我概念会直接或间接的影响购买决策（金晓彤等，2012）。伴随着我国城市老年人综合消费能力的日益增强，其消费需求也呈现出多层次性、多结构性的发展趋势。越来越多的老年人愿意为自己的健康、外观和精神愉悦支付更高的价格，其消费形式也从单一化走向多元化。因此，品牌形象与自我概念的一致性对城市老龄消费者的品牌态度以及购后行为都是非常重要的影响因素。
其次，本文探讨了老龄消费者品牌关系质量在自我概念一致性与重购行为关系中的中介作用。品牌关系作为消费者与品牌情感的维系，在自我概念与重购行为中间也会扮演着非常重要的角色。老年人因为与品牌情感连接强度不同，其自我概念一致性对顾客重购行为也会发生一定的变化。同时，品牌关系质量的运用能够更全面的挖掘出老龄消费群体重购行为的形成机理，并能更加清晰的识别自我概念一致性对老龄消费群体的现实意义，并为重购行为相关领域的研究提供有益补充。
第三，本文分别研究了反向代际影响和产品涉入度在自我概念一致性与品牌关系质量关系中的调节作用。一方面，在中国人长久以来的价值观念中，关系取向一直是人际交往中的主要运作方式之一。因此在有关中国社会文化的讨论中，家人关系也一直是研究的重点之一。对于老龄人而言，儿女对他们来说“家是精神依附与情感归宿”，而家庭影响又以品牌的代际影响最为深刻。众多研究表明，子女的消费观念会对父母的购买行为产生影响。而且，老年人的价值观一旦因晚辈发生改变，就会对年轻一辈产生更深刻的认同感，而这种态度也会趋于稳定。因此子女对品牌的正向态度，会增加老龄消费者对自我概念与品牌形象的契合度感知，并会进一步对品牌情感产生影响。因此，本文将对反向代际影响在老龄消费者自我概念一致性与品牌关系质量之间的调节作用进行探索；而另一方面，受到产品涉入度的影响，老龄消费者对产品及品牌形象产生不同的理解，因此可用于解释老龄消费者在同类产品的品牌情感强度上的差异性。涉入程度是品牌体验经历中的先决条件，而本研究选择老龄消费者涉入程度作为调节变量来探讨，即是为了了解涉入程度将如何影响老年人的自我概念与品牌形象感知，并进而影响自我一致性与品牌关系质量的关系。
本文通过对国内外相关文献回顾与整理，用以了解老龄消费者品牌重购行为的理论基础及研究现状，进而建构本次研究的理论架构。随后，通过深度访谈与预测试进行问卷修正，然后选取北京、沈阳、长春等几大城市老龄人口为样本对象，正式发放并回收问卷，最后通过结构方程模型与回归分析等方法检验本文的研究假设。通过实证分析，得到以下结论：
第一，老龄消费者自我概念一致性能够影响重复购买行为。一般认为，中国老年消费者在消费行为上具有功能倾向。本文从老年消费者内在自我概念出发，得到了与以往不同的结论。一方面，中国老年人具有责任重大的意识及高度的自我认同感。因此，中国老年人对于自己的想法和选择会比较坚持并很难改变。另一方面，随着生活水平的提高和消费能力日益增强，他们愿意支付更多的费用来满足自身的情感诉求。
第二，老龄消费者自我概念一致性可以显著影响品牌关系质量。由此可以看出，“关系取向”是推动老年消费者行为忠诚形成的主要前因变量。老年人得到正面的品牌关系感知，将对他们的购买决策产生影响。老龄消费者对品牌的情感承诺，源自于对该品牌的形象个性和该品牌所具备的人格特质产生深刻的认知与认同感，当消费者的社会自我形象与品牌形象一致时，他会认为该企业了解自己的需求，甚至是专门为自己这一类消费者服务的，同时也可以作为与他人沟通交往与维系人际关系的工具。
第三，品牌关系质量在自我概念一致性与顾客重购行为关系中具有中介作用。检验结果表明，在加入品牌关系质量之后，自我概念一致性各维度（理想自我概念一致性、现实自我概念一致性及社会自我概念一致性）与顾客重购行为之间关系的显著程度有了非常明显的下降。这说明自我概念一致性主要通过影响品牌关系质量来影响顾客重购行为，其对顾客重购行为的间接作用要远远大于其直接作用。因此，当老龄消费者对某品牌的形象个性和该品牌所具备的人格特质产生深刻的认知与认同感，认为该品牌可以代表自己的个性和品味，则该品牌与老年人自身就会进一步产生情感连接关系，而这种关系也会进一步驱动老龄消费者重复购买行为的产生。
第四，反向代际影响在自我概念一致性与重购行为关系中具有部分调节作用。因此，由于我国老龄人独特的重视“家族”、“关系”等行为特点，老龄人的品牌关系会受到来自子女方面的反向代际影响。子女在其社会化的进程中，获得了相应的消费知识、理念和相关技能，并在不断的吸纳新信息与消费实践中，形成了自己独立的消费态度，而伴随着子女社会性影响增强，老龄消费者对自我概念的敏感程度也会提高，无论是追求自我的理想状态，还是主动维系社会交往关系，老年人通过理想和社会自我一致性而进行品牌选择的倾向都会得到强化。而反向代际影响在现实自我概念一致性对承诺的正向影响中，没有起到显著的调节作用。
第五，产品涉入度对自我概念一致性与顾客重购行为关系起部分调节作用。就老龄消费者自我概念而言，当老年人对于该品牌涉入程度较高，代表着老年人基于本身的需求或价值需要，与品牌的相关资讯的收集具有较大的关心程度，同时感受到的自我相关性也会较高。同一个品牌，老年人由于涉入程度不同，从对该品牌与个人内在的攸关程度的评价，并连带消费之后的情感决策都会产生重大影响。同时，相较于低产品涉入的消费者，高涉入程度的老龄消费者对于通过该品牌实现的自身利益也会存有较深的记忆效果。因此，老年人自我概念一致性以及产品涉入度交互影响产生的反应能有效促进消费者与品牌的情感，进而影响其品牌体验过后的满意度及信任感。而承诺对理想自我一致性与产品涉入度交互效应检验时发现，产品涉入度在理想自我概念一致性对承诺的正向影响中，没有起到显著的调节作用。
本文以老龄消费者特有的自我概念为出发点，基于反向代际影响与产品涉入度的研究视角，深入洞悉城市老龄消费者品牌重购行为的形成机理，考察其主要影响因素，在一定程度上为有关城市老龄消费者品牌重复购买行为的营销视角提供了有益补充，从而为企业制定更加有效的老龄品牌营销策略提供参考。
Along with the acceleration of the aging process in China, it is expected that by2050, the senior population, with age of65and above, will reach ages the amountfrom330million to470million, a range accounting for23%to27%of the totalpopulation (Gu, Danan,1999). It will form a huge group of elderly consumers andlead to an indisputable fact that the industry for the elderly will have vast potential fordevelopment. At the same time, along with social and economic development, theelderly’s consumer demands tend to be more personalized and diverse. Those specificelements of the brand including product quality, value added, and the characteristichas become an increasingly important factor that affects elderly’s consumption. Allthese factors are quite different from our traditional perception of the elderly asconservative and rigid. Hence, it is necessary to re-examine the new characteristics ofconsumer behavior of this particular group. Despite the indisputable fact that theindustry for the elderly has a vast potential for development, the market developmentfor the elder consumers, in general, is still in its infancy. The brands and products thatare developed based on the elderly’s characteristics are very few. Meanwhile, theproduct type and the development ideas for the related products are alsounsatisfactory. The product supply for the elderly is neglected by the society andindustry and is still in the empty stage. Meeting the increasing consumer demand ofthe elderly and urging our society to realize the importance and urgency of theindustry development for the elderly is key to effectively fullfil the great developmentpotential of the elderly’s consumer market in China in the future.
Since the1980s, the consumer behavior of the elderly has aroused a high-degreeof concern in marketing academia. The research scope has included impact factors ofshopping environment, the reflection of advertisement, and elder consumer’sself-perception. However, research on the elderly’s consumer behavior and marketingstrategy is still in its infancy (Moschis,1991). In China, the research of the elderly’sconsumer behavior is mostly focused on the discussion of macro theory and practicaldevelopment issues including the definition of the industry for the elderly, the serviceareas related to the industry for the elderly, and the special market for the elderly. Theresearch from the micro perspective, such as the elderly’s consumer psychology, isrelatively limited.
Based on the research background discussed above, this study will use the elderconsumer as the research target, from the scope of the particular self-perception of theelder consumer, to discuss in depth the factors that influence the brand choice amongthe elderly, and hope to provide positive contributions to similar research areas.
Firstly, the formation of the aging consumer-brand repurchase behavior model isbuilt from the perspective of self-concept consistency. The self-concept theory willdirectly or indirectly affect the purchase decision of elderly consumers (Jin,2012).Along with the increase in our elderly comprehensive spending power, consumerdemand is also showing the multilevel nature of multiple structural trends. More andmore elderly people are willing to pay higher prices for their consumption in the formof diversification from a single trend for their own health, appearance and mentalpleasure. Therefore, the consistency of brand image and the self-concept of agingconsumer becomes an important factor affecting the attitudes of elderly consumers’brand attitudes and post-purchase behavior.
Secondly, this paper investigates the intermediary role of the aging consumerbrand relationship quality among self-perception consistency and repurchasesbehavior. Brand relationships serve as the emotional maintenance of the consumer and the brand; self-perception and repurchase behavior will play a very important role.There will be marked changes in customer repurchase behavior caused by theconsistency of the self-perception due to the variability of elderly and brandconnections strength. At the same time, the use of the brand relationship quality canbe more comprehensive in order to dig out the formation mechanism of the agingconsumer groups repurchase behavior, and can more clearly identify the practicalsignificance of the self-perception consistency among aging consumer groups as wellas providing a useful supplement to the research related to the field of repurchasebehavior.
Thirdly, the regulatory role of the intergenerational impact and the degree ofproduct involvement in the relationship between self-perception consistency andquality of the brand relationship is studied. On one hand, the values of the Chinesepeople have long been relationship oriented, and relationship is served as the mainmode of interpersonal operation. Therefore, in the discussion of Chinese culture andsociety, the family relationship has also become one of the main focuses of the study.For older people, the sons and daughters are their “spiritual reliance and emotionalhome”; Brand intergenerational impact is again the most profound influence fromfamily. Numerous studies show that children‘s attitudes of consumption impact thebuying behavior of their parents. Moreover, once the values of the elderly have beenchanged by the younger generation, the elder will have a more profound sense ofidentity with the younger generation, and the attitudes tend to stabilization.
Through a literature review and organization of relevant texts written locally andabroad, this article seeks to construct a theoretical framework for this research projectby understanding the theoretical foundations and current research of brandrepurchasing behavior among elderly consumers. Afterwards, through in-depthinterviews and preliminary tests to refine a questionnaire, survey samples fromamong elderly people in Beijing, Shenyang, Changchun and other such big cities were chosen, and questionnaires were issued and collected from them. Finally,through methods such as a structural equation model and regression analysis, theresearch hypothesis of this article is examined. Through empirical analysis, thefollowing conclusions are reached.
Firstly, the consistency of elderly consumers’ self-perception is able to affecttheir repurchasing behavior. It is commonly agreed that elderly Chinese consumersare concerned with functionality in their spending behavior. From the starting point ofelderly consumers’ innate self-perception, this article came to a conclusion thatdiffered from past surveys. On one hand, elderly Chinese people are highly cognizantof the concept of responsibility and have a strong sense of identity. Hence, they aremore persistent in their thoughts and choices, and have a lot of difficulty changingthem. On the other hand, with improvements in living standards and daily increases intheir spending power, they are willing to pay more to satisfy their personal emotionaldesires.
Secondly, the consistency of elderly consumers’ self-perception can significantlyaffect the quality of their relationship with brands. From this we can see thatrelational orientation is a major antecedent that motivates elderly consumers’spending patterns. When elderly consumers obtain positive perceptions of brands,their purchasing strategies and choices are affected. Their affective commitments tobrands come from how the personality of the brands’ image and the brand’shumanistic qualities invoke deep understanding and recognition among elderlyconsumers. When consumers’ social self-perception is parallel with a brand’s image,consumers will believe that the firms understand their needs and demands, to theextent that they believe the firms specialize in serving customers of their type. At thesame time, this becomes a tool for firms to communicate and foster customerrelationships.
Thirdly, the quality of brand relationships has an intermediary effect on the relationship between the consistency of customers’ self-perception and customerrepurchasing behavior. Test results show that after a customer formed a relationshipwith a brand, the connection between each dimension of the consistency of theirself-perception (the dimensions being the consistency of their concepts of their idealselves, the consistency of their conceptualizations of their real selves and theconsistency of their conceptualizations of their social selves) and customerrepurchasing behavior weakened significantly. This proves that the consistency ofself-perception mainly influences customer repurchasing behavior through the qualityof customers’ relationships with the brand. The tangential effects of theserelationships on repurchasing behavior are far greater than their direct effects. Hence,when elderly consumers have a deep understanding and recognition of a certainbrand’s particular image and humanistic qualities, and believe that this brand canrepresent their own personalities and tastes, this means that this brand will becomemore emotionally connected with elderly consumers, and that this connection candrive them to repurchasing behavior.
Fourthly, reverse intergenerational influences partially influence consumers’consistency of self-perception and their repurchasing behavior. Hence, becauseelderly people in our country place a unique emphasis on the family and on guanxibehavior and ties, elderly consumers’relationships to brands will be affected byreverse intergenerational influences from their children. Their children obtainrelevant consumer information, values and related skills in their socialization process,and within their continuous consumption of new messages and their spendingpractices, they form their own independent spending attitudes. Together with theirchildren’s strengthening socialization, elderly consumers experience an increase inthe sensitivity of their self-perception, including their pursuit of self-fulfillment ideals,and their proactive maintenance of social communications and ties. The consistencyof the relationship between elderly people’s personal ideals and social selves will be strengthened because of the inclinations of their brand choices. At the same time,reverse intergenerational influences have no marked influence on adjusting howreal-life self-perception has a consistent positive influence on guarantees.
Fifth, product penetration has a partial effect on adjusting the consistency ofself-perception and customers’ repurchasing behavior. When elderly customers aremore immersed in a brand, it means that the brand is fundamental to their personalneeds or values, when it comes to their self-perception. Hence elderly consumers willhave a higher degree of concern for collecting information about the brand, and at thesame time, they will experience a higher degree of connection with the brand. Asdifferent elderly consumers are immersed in the same brand to different degrees, theirjudgment of the personal stake they have in the brand and their affectivedecision-making after purchasing will have a big impact on their behavior. At thesame time, compared to consumers who are not as immersed in a brand, consumerswho have a high degree of immersion in a brand have deeper mental impressions ofthe personal benefits that the brand fulfills for them. So the consistency of theself-perception of elderly people and their degree of immersion in a brand aremutually affecting elements, which can effectively increase these customers’ feelingsfor a brand and affect their level of satisfaction and trust for the brand after theyexperience it. In addition, when guarantees of the consistency of personal ideals weretested against the degree of product immersion, it was found that the degree ofproduct immersion did not have a significant impact on adjusting the consistency of apositive influence on self-conceptualization.
Beginning from elderly consumers’ particular self-perception, this article isfounded on the research angles of reverse intergenerational influences and the degreeof product infiltration. This article provides deep insight into the mechanisms of theformation of elderly consumers’ brand repurchasing behavior, examines the majorelements that affect this, and provides beneficial supplementary information on this behavior from a marketing perspective in order to provide resources for firms todesign more effective brand marketing plans for elderly consumers.
引文
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