중국 중장년 소비자의 실버타운 거주의도에 미치는 영향요인에 관한 연구

초록

This research analyzed factors that affect the attitude and subjective norms of residential intension for Chinese elderly consumers in the silvertown. It examined the human relationships as well as establishing following leading variables (the quality of service, perceived values, elderly people's community spirit, psychological well-being and self efficacy) which affect the residential intension. This study also examined the control effect of self-esteem and loneliness within the relationship between the attitude, the subjective norms and the residential intension. Furthermore, the study scrutinized how the residential attitude of elderly consumers influenced the purpose of dwelling by implementing TRA model. The sample population of this study is Chinese elderly consumers, aged over 50. The questionnaires were distributed and collected within this sample population. 320 out of 350 questionnaires were collected in China from 1st of Aug to 31st of August, 2014. Among those collected, 9 undependable and completed by under 50 years old were excluded from the sample and remaining 311 questionnaires were utilized as data of the final analyzing. After the characteristics of sample were examined through the analysis of descriptive statistics, the validity and the reliability of variables were demonstrated. In addition, PLS(Partial least square) were used to test the hypotheses. The main results of this study are as follows; Firstly, the quality of service, perceived values, elderly people's community spirit, psychological well-being and self efficacy have meaningful influences on the residential attitude. Secondly, perceived values do not possess the significant impact on the residential attitude of silvertown. Thirdly, the residential attitude and subjective norms contain the important effect on the residential attitude of silvertown. Fourthly, it is shown that elderly people's self esteem takes a regulatory role within the relationship between the subjective norms and the residential intension. Lastly, loneliness of elderly has a regulatory effect within the relationship between residential attitudes and intensions. This research has a theoretical significance since it demonstrated the psychological variables of elderly which affect the attitude of silvertown residents. Specifically, it has analyzed the regulatory effect of the elderly people's self esteem and their loneliness within the relationship between resident's attitude, subjective norms and residential intensions. In consequence, this study is significant in the light of the fact that it shows the practical implications to silvertown operators by analyzing silvertown residential selection factors of Chinese elderly people.

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