本文以北京城市老年人购物行为问卷调查数据和访谈资料为基础,揭示北京城市老年人购物决策过程中的评价性认知特征。影响北京城市老年人食品类购物决策最主要的三个因素依次为购物地离家距离、食品价格因素和购物地所提供食品种类丰富程度,有低成本主导型的倾向;日用品类购物决策时考虑的最主要的三个因素依次为购物地离家距离及购物地所提供地商品种类丰富程度和商品的价格和质量,有低成本和高收益并重的特点。同时,随着购物地离家距离的增加,距离因素的重要程度有下降的趋势,而商品特性的评价认知重要程度则不断上升。

Based on the questionnaire survey and the interview on the shopping behavior of the elderly in Beijing, this paper reveals the characteristics of appraisal cognition of the elderly in Beijing during the shopping decision-making process.The author finds that the primary factors which influence the decision-making process of food shopping of the elderly in Beijing, are the distance from their home to shopping destinations and the price of goods as well as the kinds of goods the shopping destination provides.By contrast, the primary factors which influence decision-making process of commodity shopping of the elderly in Beijing are similar to that of food shopping, but more importance is attached to the quality of goods.Therefore, during the decision-making process of food shopping, the elderly in Beijing emphasize low price, while during that of commodity shopping, they pay attention to both low price and high use.In addition, with the increase of the distance from their homes, the importance of distance decreases in appraisal cognition, while the importance of the character of goods increases.