Main Article Content
The aging of population, changes in family structure and other factors have resulted in the great demand for the Senior Housing market in China. The elderly-oriented industry is increasingly industrialized and socialized and the development of Senior Housing has become an inevitable trend. This study is based on the logic of “behavior-perception-purchase intention” and intends to address the influence and mechanism of Senior Housing customer value proposition (CVP) on the customer perceived value (CPV), customer perceived risks (CPR) and customer purchase intention (CPI) in the Chinese conditions, and has proposed theoretical hypotheses and established hypothetical models accordingly. Then we conducted surveys through questionnaires and collected 386 valid questionnaires. We used statistics software spss22.0 and carried out empirical study with relevant mathematical statistics methods. The result shows that CVP has a significant positive impact on CPI. CVP helps promote CPV, which in turn helps enhance CPI. CPV has a significant mediating effect between CVP and CPI. At the same time, the Senior Housing has certain risks in China. CVP cannot reduce CPR, which has an insignificant mediating effect between CVP and CPI.