银发经济视域下网络直播带货对县域老年群体消费行为的影响研究

Research on the Influence of Live Streaming E-Commerce on the Consumption Behavior of the Elderly in County-Level Areas from the Perspective of the Silver Economy

摘要: 在人口老龄化加剧与银发经济快速发展的背景下，网络直播带货深刻影响着县域老年群体的消费行为。该群体虽具备一定消费潜力，却受地域环境、数字素养等因素制约，面临诸多消费困境。本文立足银发经济视域，探析直播带货对其消费认知、态度及行为的具体影响，梳理现存问题并提出优化策略，旨在为适配县域老年消费需求、释放银发消费活力、推动银发经济高质量发展提供理论支撑与实践参考。

Abstract: Against the backdrop of the intensifying aging population and the rapid development of the silver economy, live-streaming e-commerce has profoundly influenced the consumption behavior of the elderly in county areas. Although this group has certain consumption potential, they are restricted by factors such as regional environment and digital literacy, facing many consumption dilemmas. Based on the perspective of the silver economy, this paper explores the specific impact of live-streaming e-commerce on their consumption cognition, attitude and behavior, sorts out the existing problems and puts forward optimization strategies. It aims to provide theoretical support and practical reference for adapting to the consumption needs of the elderly in county areas, releasing the vitality of silver consumption and promoting the high-quality development of the silver economy.