数字艺术疗愈服务对银发群体消费满意度影响

The Impact of Digital Art Healing Services on the Consumption Satisfaction of the Silver Generation

摘要: 目的：探究数字艺术疗愈服务采纳与银发群体在线消费满意度的因果关系及性别异质性，为适老化数字服务优化提供实证依据。方法：基于383份老年数字服务用户问卷数据，采用倾向得分匹配法控制样本自选择偏差，通过最近邻匹配、半径匹配与核匹配三种方法估计服务采纳的平均处理效应。结果：采纳数字艺术疗愈服务对银发群体在线消费满意度具有显著正向影响，平均ATT为1.776个指数点(p < 0.01)；该效应存在显著性别异质性，对男性用户的提升效应(ATT = 3.021, p < 0.01)远高于女性用户(ATT = 0.271, p > 0.05)。结论：数字艺术疗愈服务的双重价值属性契合老年群体消费需求，且性别差异影响服务效用发挥，企业需实施差异化设计与精准营销。

Abstract: Purpose: This study aims to explore the causal relationship between digital art healing service adoption and online consumption satisfaction of the silver generation, as well as its gender heterogeneity, so as to provide empirical basis for the optimization of aging-friendly digital services. Methods: Based on 383 questionnaire data from elderly digital service users, Propensity Score Matching was used to control sample self-selection bias, and the Average Treatment Effect on the Treated of service adoption was estimated through three methods: nearest neighbor matching, radius matching and kernel matching. Results: The adoption of digital art healing services had a significantly positive impact on the online consumption satisfaction of the silver generation, with an average ATT of 1.776 satisfaction index points (p < 0.01); this effect exhibited significant gender heterogeneity, and the promoting effect on male users (ATT = 3.021, p < 0.01) was much higher than that on female users (ATT = 0.271, p > 0.05). Conclusion: The dual value attributes of digital art healing services are consistent with the consumption needs of the elderly group, and gender differences affect the exertion of service utility. Enterprises need to implement differentiated design and precise marketing.