An increase in the rate of elderly people using medical services, the high proportion of living expenses used on medical expenses, an increase in problems related to medical services, the asymmetry of medical information and the increase in Internet usage rate are characteristics of the present medical care era in an aging society. In such a context a medical service that can preserve the health and living standards of senior medical consumers is essential. Therefore, this paper aimed to clarify the key characteristics of consumer behavior amongst senior medical consumers. The research method employed the AISCEAS model to examine cases of medical service purchasing related to injuries incurred through falls, which are common among the elderly. The model was chosen due to its high level of suitability for the analysis of Internet based purchasing processes. Results revealed the following behavioural characteristics among consumers, (1), changes in mental and physical condition will affect decision making process, (2), motivations for using service are generally urgent or sudden in nature, (3), a need to develop ability to better utilize information related to decision making, and (4), the necessity of external support.
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