THE CHARACTERISTICS OF APPRAISIVE COGNITION OF THE ELDERLY IN BEIJING DURING SHOPPING DECISTION-MAKING PROCESS
LI Chang-xia1, CHAI Yan-wei1, LIU Xuan2
1. Department of Urban and Regional Planning, Peking University, Beijing 100871, China;
2. Development Planning Bureau of Pudong New Area, Shanghai 200135, China
Abstract 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.
2004, Vol. 19 
