社区老年人助洁服务购买意愿影响因素研究

A Study on Factors Influencing the Purchase Intention of Community-Based Housekeeping Services for Older Adults

摘要: 随着我国人口老龄化程度持续加深，社区助洁服务作为支撑居家养老模式的基础性服务，其发展对于缓解养老压力具有重要意义。然而，当前老年人对助洁服务的实际购买意愿普遍较低，为深入探究其影响因素，本研究基于计划行为理论(TPB)构建分析框架，利用2023年中国老年社会追踪调查(CLASS)数据，通过二元Logistic回归模型对10,705名社区老年人的购买意愿进行实证检验。研究结果显示：经济保障与健康状况构成的“感知行为控制”是决定性因素，月收入、企业职工养老保险与自评健康均显著影响购买意愿；家庭结构所代表的“主观规范”中，女儿同住与保姆同住具有显著正向影响，而儿子同住的替代效应不稳定；个体特征方面，文化程度、户口属性等变量亦显著作用于购买决策。据此，建议从实施精准补贴、创新宣传策略、优化服务供给三方面协同发力，以提升老年人服务购买意愿，推动养老服务体系高质量发展。

Abstract: With the deepening of population aging in China, community-based housekeeping services—a fundamental support for the home-based care model—play a significant role in alleviating elderly care pressures. However, the actual purchase intention of older adults for such services remains generally low. To further explore the influencing factors, this study constructs an analytical framework based on the Theory of Planned Behavior (TPB). Using data from the 2023 China Longitudinal Aging Social Survey (CLASS), we empirically examine the purchase intention of 10,705 community-dwelling older adults through a binary logistic regression model. The results show that “perceived behavioral control,” shaped by economic security and health status, is a decisive factor. Monthly income, enterprise employee pension insurance, and self-rated health all significantly influence purchase intention. Within “subjective norms” reflected by family structure, co-residence with daughters and live-in domestic helpers shows significant positive effects, while the substitution effect of co-residence with sons is not stable. In terms of individual characteristics, variables such as education level and household registration type also significantly affect purchase decisions. Accordingly, we propose a coordinated approach from three aspects: implementing targeted subsidies, innovating promotional strategies, and optimizing service supply, to enhance older adults’ purchase intention and promote the high-quality development of the elderly care service system.