银发经济视角下我国老年体育电商消费行为的影响因素与引导策略研究

Study on the Influencing Factors and Guidance Strategies of China’s Elderly Sports E-Commerce Consumption Behavior from the Perspective of the Silver Economy

摘要: 人口老龄化加速背景下，银发经济已成为驱动经济增长的核心引擎，老年体育电商消费是衔接健康老龄化与体育产业升级的关键领域。本文立足银发经济视角，结合政策导向与实证数据，从行为演进、影响因素、优化策略三维度展开研究，系统梳理老年体育消费从空白期到全面升级期的历史脉络，揭示其“动机多元延伸、渠道线上线下融合、行为代际分化”的核心特征，深入剖析数字鸿沟、社会支持断裂、供需断层、收入约束四大关键影响因素，提出技术赋能适配、社会支持重构、供需精准对接、分层施策保障四大优化路径。研究构建了“特征–因素–策略”的逻辑闭环，丰富了老年体育电商消费领域的研究内容，完善了银发经济下老年消费行为分析框架，为体育企业精准布局市场、政府完善政策供给提供理论参考与实践路径，助力老年体育消费成为银发经济持续增长的重要动力。

Abstract: Against the backdrop of accelerating population aging, the Silver Economy has become a core engine driving economic growth, and elderly sports e-commerce consumption serves as a key field connecting healthy aging and sports industry upgrading. Based on the perspective of the Silver Economy, this study integrates policy orientation and empirical data, and conducts research from three dimensions: behavioral evolution, influencing factors, and optimization strategies. It systematically sorts out the historical context of elderly sports consumption from the blank period to the comprehensive upgrading period, reveals its core characteristics of “diversified extension of motives, online-offline integration of channels, and intergenerational differentiation of behaviors”, and conducts an in-depth analysis of four key influencing factors: digital divide, fractured social support, supply-demand mismatch, and income constraints. Correspondingly, four optimization paths are proposed: technology-enabled adaptation, social support reconstruction, precise supply-demand alignment, and hierarchical policy guarantee. This study establishes a logical closed loop of “characteristics-factors-strategies”, enriches the research content in the field of elderly sports e-commerce consumption, improves the analytical framework for elderly consumption behavior under the Silver Economy, provides theoretical references and practical paths for sports enterprises to make precise market layouts and governments to improve policy supply, and helps elderly sports consumption become an important driver for the sustainable growth of the Silver Economy.