Abstract: Based on the technology acceptance model, this paper firstly constructs a theoretical model for Chinese elders’ purchase decisions of life care service. Then using structural equation model, an empirical analysis on the survey data in Jiangsu Province is carried out to test and verify the model. The results show that: ① The elderly’ perception factors have significant effect on their purchase intention. And the effects of perceived ease of use and perceived usefulness are positive, and the effects of perceived risk and perceived price are negative. The elderly’ purchase intention decides their purchase behavior. ② The individual characteristics of the elderly have significant effect on their purchase decisions, and male, healthy, urban, young, large family elders are more likely to purchase service in China.

Key words: life care service, technology acceptance model, purchase decision, structural equation model