The influence of internet sharing behavior on the willingness of middle-aged and elderly people to buy health care products

Abstract

With the advancement of the aging process of society, the middle-aged and elderly people pay more and more attention to the field of health care. Under this background, the buying behavior and purchasing intention of the middle-aged and elderly people on health care commodities have attracted much attention. Internet sharing, as a means of information transmission and social interaction, is having a profound impact on the purchase decisions of middle-aged and elderly people. In order to explore the influence of Internet sharing behavior on middle-aged and elderly people's willingness to buy health care products, this paper reviewed the domestic and foreign literatures on Internet user sharing, online consumption behavior, consumers' willingness to buy and other fields, and grasped the relevant concepts and theoretical basis of the object of this study. Based on this, the research model of "Internet sharing behavior - perceived value, perceived trust - purchase intention" is constructed, and the research hypothesis of this paper is proposed. Using the user data obtained from the questionnaire survey, multiple linear regression model and intermediary effect model were used for empirical regression. The research found that Internet sharing behavior (authenticity of comments, professionalism of communication and homogeneity of products) had a significant positive effect on the willingness of middle-aged and elderly people to buy health care products. Based on these findings, the researcher purposes some management suggestions for Internet sharing platform and Internet sharing creators