The study on the social factors influencing the purchasing intention for financial commodities: Applying to elderly people

This research studied the patterns and intention that elderly people purchase financial commodities. By using the quantitative research method, this research collects two hundred and nineteen samples to test hypotheses. The findings are (1) the difference between generations is significantly affects purchasing intention for financial commodities. Baby boomer generation is more likely to purchase financial commodities than that of traditional generation. (2) Reference groups significantly influence elderly people´s purchasing intention for financial commodities. Word-of-mouth and opinion leaders would increase the purchasing intention of elderly people.