A study on the Analysis of Factors Influencing Seniors’ Relocation Intentions Toward Senior Towns : Based on the Push-Pull-Mooring (PPM) Model

With the rapid aging of the population, demand for senior towns is growing. However, there is a lack of systematic research explaining seniors’ intention to move into such communities. This study aims to analyze the factors influencing seniors’ intention to move into senior towns by applying the Push-Pull-Mooring (PPM) model. Housing management burden and household chore burden were conceptualized as push factors; medical services, convenience services, leisure and social activities, and brand reputation as pull factors; and resistance to environmental changes and financial burden of moving in as mooring factors. A survey was conducted with 291 seniors aged 55 and older, and hierarchical regression analysis was employed. The results reveal that push factors (housing management burden and household chore burden) and pull factors (medical services, convenience services, leisure and social activities, and brand reputation) significantly and positively influence seniors’ intention to move into senior towns,while mooring factors (resistance to environmental changes and financial burden of moving in) exert significant negative effects. The relative influence of these factors ranks as follows: convenience services, medical services, household chore burden, housing management burden, brand reputation, leisure and social activities, resistance to environmental changes, and financial burden of moving in. This study contributes to the theoretical advancement of age-friendly housing research by extending the application of the PPM model to the senior town context and provides practical implications for the development and marketing strategies of senior towns.