老年群体参与线上“银发经济”发展研究
A Study on the Development of the Elderly and the Online “Silver Economy”

当前，中国社会人口老龄化问题严重，随之而来产生的数字鸿沟使得老年群体难以使用智能化的设备。而随着疫情的到来，线上经济蓬勃发展，银发经济也展现出不俗的潜力。两者相结合产生的线上银发经济，将成为老年人经济生活中的重要一环。为了研究影响老年群体参与线上银发经济发展的因素，文章通过问卷调查法收集了部分老年群体参与线上银发积极发展的态度与感受，并采用李克特量表进行量化。在进行了线性回归分析与结构方程回归模型的建立之后，研究结果表明：老年群体完成线上消费后的满足感以及能够感受到便利会正面影响用户进行线上购物的意愿；老年群体对于智能设备的感知易用性将对其积极老龄化态度产生正面影响，而老年群体积极老龄化的态度会显著正面影响他们采纳参与线上银发经济发展的意愿。
Currently, the problem of the aging population in Chinese society is severe, and the resulting digital divide makes it difficult for the elderly to use intelligent devices. With the arrival of the epidemic, the online economy has flourished, and the silver economy has also shown great potential. The combination of the two will create an online silver economy that will become an important part of the economic life of the elderly. In order to study the factors that affect the participation of the elderly in the development of the online silver economy, this article collected the attitudes and feelings of some elderly groups towards the positive development of the online silver economy through a questionnaire survey, and quantified them using the Likert scale. After conducting linear regression analysis and establishing a structural equation regression model, the research results showed that the satisfaction and convenience of the elderly after completing online consumption positively affect their willingness to shop online; The perceived ease of use of smart devices by the elderly will have a positive impact on their positive attitude towards aging, and their positive attitude towards aging will significantly affect their willingness to adopt and participate in the development of the online silver economy.