“银发经济”下服饰类电商消费偏好的实例研究

广东东软学院本科毕业设计（论文）AbstractWith the gradual deepening of China's population,the popularity ofthe Internet,the improvement of the income level of the elderly,and thecontinuous enrichment of the material and cultural life,the consumptionscale of the elderly has expanded and the content of consumption hasdiversified.The consumption concepts of the elderly are undergoingprofound changes.They can accept new consumption concepts andpursue more high-quality life.The desire to participate in e-commerce topurchase goods and services has increased,making the elderly groupgradually become an important "consumer army"".Relevant dataanalysis reports that apparel is the top three old-age articles for householdconsumption in the past three years,accounting for 80.7%in turn,and isan important part of the "silver hair market"This article will collect and summarize through the relevantliterature to understand the current status of the elderly clothing e-commerce and the factors that affect the elderly's consumer preferencesfor clothing products.This paper analyzes the case of Zulijian elderlyshoes,and proposes a seven-dimensional hypothesis for the consumptionpreferences of marketing elderly online shopping apparel products.Thedata was collected through questionnaires and interviews,and the datawas sorted and analyzed in SPSS software.The empirical evidence oftheseven dimensions of the elderly 's preference for online shopping forapparel products on the elderly 's willingness to buy online apparelproducts.Finally,it is suggested that merchants should enrich productinformation,pay attention to pricing strategies,establish brand image,improve payment security and improve the service guarantee system.Key words:Silver economyOnline shopping apparel goodsConsumption preference