||Based on estimates of the CEPD (Council for Economic Planning and Development), the population aged over 65 will reach the “Aged Society” in 2017, and will reach the “Super Aged Society” in 2025; With this demography change, the middle-age and elder consumer’s demand will be increased, the question is whether the firms ready for it? Before selling goods to consumer, the firm should study and analysis what are their behavior and purchase intention, understand what their psychological and physiological situations are; study their lifestyle and behavioral characteristics, then find out what will be needs. |
This study is based on Rogers (2003) “Diffusion of innovation” theory, considering the middle-age and elder consumers lifestyle and behavioral characteristics to explore relation between innovative products, sales promotion and purchase intention, also considering interfere by risk preferences and technology's adoption.
Gather questionnaires from potential target user, adopt convenience sampling method to collect statistic data, follow regression analysis to inspect relation between innovative products, sales promotion and purchase intention, also estimate interferences by risk preferences and technology’s adoption.
The major findings of this study are as follow: To middle-age and elder consumers, the purchase intention for innovative products have a significant impact, when consumers identify innovative product attributes that will meet the needs of consumers, the product has to arouse the motivation driving purchase intention.
Keywords ： Middle-aged and older consumers, Innovation product, Sales promotion, Risk appetite, Adoption of innovation, Purchase intention.