使用与满足视角下农村老年群体移动支付行为研究——基于山东B村的个案研究

Research on the Mobile Payment Behavior of Rural Elderly Population from the Uses and Gratifications Perspective—A Case Study of B Village in Shandong Province

摘要: 移动支付是指用户直接以手机作为通用支付设备在零售点进行消费结算的支付方式。随着支付便利化举措的深入实施，移动支付便捷程度持续提升。移动支付产业各利益相关方积极推进适老化改造，通过流程简化和语音提示等功能完善，着力提升老年群体移动支付体验，从而推动该群体移动支付方式的普及应用。随着支付平台的持续优化，越来越多的老年人开始将移动支付平台作为日常支付手段。在此背景下，本研究将以山东省B村为典型案例，深入探究该村老年群体移动支付使用状况，重点考察其支付使用模式、行为特征及采纳动因。研究旨在系统把握B村老年群体移动支付的使用现状、影响因素，以及在使用过程中所面临的满意度水平与现实困境。

Abstract: Mobile payment refers to a payment method where users directly use their mobile phones as a universal payment device at retail points. With the in-depth implementation of measures to enhance payment convenience, the level of convenience in mobile payments continues to improve. Various stakeholders in the mobile payment industry are actively promoting upgrades to accommodate the elderly, simplifying processes and adding voice prompts to enhance the mobile payment experience for older adults, thereby driving the adoption of mobile payments among this demographic. With the continuous improvement of payment platforms, an increasing number of elderly individuals are adopting mobile payment platforms as a daily payment method. Against this backdrop, this study will take B Village in Shandong as a case study to conduct an in-depth investigation into the use of mobile payments among rural elderly population, exploring the usage patterns, behavioral characteristics, and motivations behind mobile payment adoption. The study aims to gain a deeper understanding of the current status, influencing factors, and the satisfaction and challenges faced by rural elderly population when using mobile payments.