To study the shopping demands of different age groups of consumers ,we have divided consumers into 4 age groups and have selected the Shanghai market for our survey .Our questionnaire includes 5 main factors and 15 indexes .The result indicated that first of all ,factors that affect consumer behavior are , in sequence of their importance , commodity , business integrity , service , traffic and shopping environment .Secondly ,we find that young people have different shopping ideas as compared with middle‐aged consumers .While young people pay more attention to enjoyment and pleasure in their shopping experience ,middle‐aged people pay more attention to actual shopping results and commodity price .Thirdly ,while consumers who care about traffic factors are equally concerned about shopping environment ,those w ho focus on commodities generally have low demands on shopping environment .%本文从消费者年龄层细分的角度出发，选择上海市场，将整个消费群体大致划分为4个年龄层，选取5个主要影响因素和15项观测指标，对上海徐家汇市级商圈及上海奉贤区南桥区级商圈实地展开问卷调查，并对调查数据进行权重分析和相关性分析。调查发现：一是4个年龄层的消费者对购物需求5项影响因素的权重从大到小依次均为商品、商家诚信、服务、交通和商场环境。二是青年消费者与中年消费者对于购物的观念有所差别，青年人更加注重的是购物体验，关注整个购物过程所带来的享受和愉悦感。而中年人更加注重实际的购物结果，注重商品本身的性价比。三是关注交通因素的消费者同等程度注重对购物环境的要求，而对商品自身要求高的消费者，对购物环境的要求相对较低。
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