基于HBM模型的重庆老年群体网购防骗意识统计调查分析

Statistical Survey and Analysis of Online Shopping Fraud Prevention Awareness Among the Elderly in Chongqing Based on the HBM Model

摘要: 网络消费快速发展的趋势下，老年群体遭遇网络购物诈骗的现象近年日益严峻，亟待社会和政府的强行干预。通过实地调研获取老年人对网络购物行为数据，构建“认知–感知–行为”的干预机制验证路径：通过中介效应分析，分析不同情境干预度、不同HBM维度指标对老年人防骗行为能力的影响。研究发现，多场景干预可有效提升老年人的防骗能力，其中降低感知障碍和增强自我效能是提升防骗行为的关键，对提升老年群体网购防骗能力具有一定的实践指导意义。

Abstract: With the rapid development of online consumption, the phenomenon of online shopping fraud encountered by the elderly has become increasingly serious in recent years, and it is urgent to intervene by the society and the government. Through field research to obtain data on the elderly’s online shopping behavior, the “cognition-perception-behavior” intervention mechanism verification path is constructed: through mediation effect analysis, the impact of different situational intervention degrees and different HBM dimension indicators on the elderly’s anti-fraud behavior ability is analyzed. The study found that multi-scenario intervention can effectively improve the elderly’s anti-fraud ability, among which reducing perceptual barriers and enhancing self-efficacy are the key to improving anti-fraud behavior, which has certain practical guiding significance for improving the elderly’s online shopping anti-fraud ability.