越老越爱新:衰老感知对新产品购买意愿的影响

摘要/Abstract

摘要： 随着我国人口老龄化现象日益突出,老年群体的消费行为引起了越来越多的关注,而关于老年消费者新产品购买意愿的研究还有待深入探讨。本文从衰老感知的视角,通过四项研究探究衰老感知对新产品购买意愿的影响。研究一验证了相对于消极衰老感知,拥有积极衰老感知的老年消费者的新产品购买意愿更高;研究二检验了感知控制在上述效应中的中介作用,即相对于消极衰老感知的老年消费者,拥有积极衰老感知的老年消费者对新产品的感知控制能力更强,从而新产品购买意愿也更高;研究三排除了补偿机制的替代解释;研究四表明,社会支持不但对衰老感知和新产品购买意愿起到正向调节作用,还能够正向影响感知控制的中介作用。本文阐述了衰老感知对新产品购买意愿的影响机制,并为企业在市场定位和产品服务等方面提供了建议。

关键词: 衰老感知, 新产品购买意愿, 感知控制, 社会支持

Abstract: With the increasing aging of China's population, the consumption behavior of the elderly has attracted more and more attention, but the research on older consumers' intention to purchase new products needs to be further discussed. From the perspective of aging perception, this paper explores the influence of aging perception on new product purchase intention through four studies. Study 1 verifies that compared with negative aging perception, older consumers with positive aging perception have higher intention to purchase new products. Study 2 tests the mediating role of perception control in the above effects and finds that, compared with the older consumers with negative aging perception, those with positive aging perception have higher perception control ability for new products, and thus have higher purchase intention for new product. Study 3 excludes the alternative explanations of compensation mechanisms. Study 4 finds that social support not only positively moderates the effects of aging perception and new product purchase intention, but also moderates the mediating effect of perception control. In this paper, the mechanism of how aging perception influences new product purchase intention is discussed, and some suggestions are provided for enterprises in terms of market positioning and product service.

Key words: aging perception, new product purchase intention, perception control, social support

张惠莹, 丁志华, 江欣, 王亚维, 宣善奇. 越老越爱新:衰老感知对新产品购买意愿的影响[J]. 管理评论, 2023, 35(7): 174-184.

Zhang Huiying, Ding Zhihua, Jiang Xin, Wang Yawei, Xuan Shanqi. People Prefer New Products as They Become Older: The Effect of Aging Perception on New Product Purchase Intention[J]. Management Review, 2023, 35(7): 174-184.

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