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高端养老地产已经成为当下资本市场新的热点。浙江经济水平发达,目前已有多个在建项目,未来10到20年内跟养老有关的行业将迎来辉煌发展期。本文从消费者认知视角构建研究模型,探析老年消费者对于高端养老地产的购买决策构成与形成机制,并通过来自杭州地区数据的实证研究,为希望进入高端养老领域的浙江企业提供参考建议。
High-end pension property has become a new hot spot in the capital market. With developed economy in Zhejiang Province, there are already many projects under construction in the future, and the industries related to old-age support will usher in a glorious period of development within 10 to 20 years. This article builds a research model from the perspective of consumer perception, and explores the composition and formation mechanism of elder consumers’ purchase decision-making for high-end pension property. Based on the empirical study of data from Hangzhou region, this paper provides suggestions for Zhejiang enterprises wishing to enter the high-end pension field.