基于ISM模型的老年群体网络购物行为影响因素分析

Analysis of Influencing Factors on Online Shopping Behavior of Elderly Groups Based on ISM Model

摘要: 随着老龄化与数字化的深度融合，老年群体逐渐成为网络购物的重要消费力量。本文基于解释结构模型(ISM)，梳理了影响老年人网络购物行为的多维因素，并构建层级结构模型。研究发现，老年人网络购物行为受表层经验(科技便捷性、信任安全性)、中介因素(数字技能、健康状况、政策支持及消费风险感知)和深层驱动力(自主性需求、经济地位、社会交互)三大维度的综合影响。其中，科技便捷性和信任安全性直接决定老年人的购物意愿与满意度；中介因素在克服技术障碍和增强信任感方面起桥梁作用；深层驱动力则揭示了老年人的行为本质动因。本文为电商企业优化老年友好型平台设计、提升用户体验，以及政府制定数字普惠政策提供了理论支持和实践建议，助力“银发经济”的高质量发展。

Abstract: With the deep integration of aging and digitalization, the elderly group gradually becomes an important consumption force in online shopping. Based on the Interpretive Structural Model (ISM), this paper combs through the multidimensional factors affecting the online shopping behavior of the elderly and constructs a hierarchical structural model. It is found that the online shopping behavior of the elderly is comprehensively influenced by three dimensions: surface experience (technological convenience and trust security), mediating factors (digital skills, health status, policy support and consumption risk perception), and deeper drivers (autonomy needs, economic status, and social interaction). Among them, technological convenience and trust security directly determine older adults' shopping intention and satisfaction; mediating factors play a bridging role in overcoming technological barriers and enhancing trust; and deeper drivers reveal the essential drivers of older adults' behavior. This paper provides theoretical support and practical suggestions for e-commerce enterprises to optimize the design of age-friendly platforms and enhance user experience, and for the government to formulate digital inclusion policies, so as to facilitate the high-quality development of the “silver-hair economy”.