Purchase intention towards living in senior housing of generation Y in Thailand.

Abstract

ABSTRACT The purpose of this study is to understand the purchasing intention of Thai Gen Y population (those who are between 20 – 34 years old and live in Bangkok and metropolitan areas) towards senior housing (focusing only on the ‘Continuing Care Retirement Communities’ type) which examined the key influencing factors such as demographic, extrinsic (price, advertising, facilities, place and service), intrinsic (perceived risk, perceived value, and perceived quality), and reference group (family and friends). This research uses quantitative approach with total of 135 respondents by using self-administered online survey distributed via social media and email. The result of this study revealed that the demographic and intrinsic factors (specifically, marital status and perceived risk) showed a positive relationship with purchasing intention in senior housing. On the other hand, price, advertising, and perceived value showed a negative relationship with purchasing intention in senior housing. Recommendations for business owner are to focus on single people as the primary market while married group with/without children could be the secondary market. Additionally, messages in advertisement should focus on informing the risk of living alone and the value of being an independent senior.