Purchase Intention of Silver-Haired Generation in Context of Online Shopping --Taking the Interaction Willingness and Perceived Value of Silver-Haired Individuals as an Example

With the advent of the new retail era and the development of the e-commerce economy, online shopping has become a new way of consumption for residents, and a growing number of silver-haired groups are starting to explore online shopping. The silver economy presents enormous potential in the context of online shopping. This paper focuses on the silver-haired generation and establishes a model to analyze the characteristics and influencing factors of their online purchasing behavior. The independent variables of the model are the silver-haired generation's willingness to engage in interaction on online shopping platforms and their perceived value, the mediating variable is customer satisfaction, and the dependent variable is their purchase intention. Based on the model, this study designed a questionnaire validation and data analysis, and concluded that the silver-haired generation's willingness to interact on online shopping platforms and their perceived value increases their purchase intention by enhancing customer satisfaction. On the basis of this conclusion, this paper suggests that online shopping platforms can increase interaction and explanation to control the silver-haired customers' perception of functional, economic, social, and other values to enhance their satisfaction, and drive them to generate purchase intentions, thereby stimulating the vitality of the silver economy.