Deconstruction and Empirical Insights into the Key Factors of Elderly Household Product Purchasing Decisions in Anhui Province

Abstract

Against the backdrop of the accelerated aging process globally and in China, especially the significant increase in the elderly population in Anhui Province, the market for elderly household products presents both opportunities and problems. In this study, 518 elderly people from 16 prefecture-level cities in Anhui Province were sampled. Through methods such as questionnaire surveys and structural equation models, an in-depth analysis was conducted on the impacts of cognitive ability, product characteristics, usage scenarios, and product usability on the purchasing decisions of elderly household products. The results show that cognitive ability, product characteristics, and usage scenarios are significantly positively correlated with purchasing decisions, and product usability plays a crucial mediating role. Moreover, significant differences exist in these factors among elderly people with different demographic characteristics. This study innovatively reveals the internal mechanism of the purchasing decisions of elderly household products in Anhui Province and provides targeted strategies for enterprises and the government.