The Influence of Brand Image and Service Quality on the Intention to Reside in Senior Housing: The Moderating Effect of Self-Determination
Chin-Chu Lu, Ruey-Der Twu; Kuo-Chung Huang

Abstract
In the increasingly competitive market for elderly care services, the residential choices and intention to reside in senior living facilities among older adults are influenced by a multitude of motivations. This study aims to investigate the influence of brand image and service quality on the intention to reside in senior housing among older adults. Furthermore, it delves into examining the moderating effect of self-determination in these relationships. Employing a questionnaire survey method, this research formulated hypotheses after reviewing relevant literature and distributed online questionnaires using convenience sampling, collecting a total of 394 valid responses. Statistical software such as SPSS and PROCESS was utilized to conduct descriptive statistics, correlation analysis, regression analysis, and the Bootstrap method for testing mediation and moderation effects. The findings confirm that both brand image and service quality have a significant positive impact on older adults' intention to reside in senior housing. Moreover, service quality mediates the relationship between brand image and intention to reside, while self-determination significantly moderates the impact of brand image on the intention to reside. This study suggests that senior housing operators should emphasize the autonomy needs of older adults by providing diversified choices and customized services, serving as a reference for their consumer decisions and business management.

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