“银发经济”背景下湖南省老年人数字化消费行为分析

Analysis of the Digital Consumption Behavior of the Elderly in Hunan Province against the Background of the “Silver-Haired Economy”

摘要: 在银发经济成为关键战略机遇与区域经济新增长极的背景下，推动老年人数字化消费是湖南省释放银发消费潜力、实现经济高质量发展的关键举措。本文以湖南省60周岁及以上老年人为研究对象，基于消费者行为理论、数字鸿沟理论与计划行为理论，结合实证调查数据，剖析老年人数字化消费行为特征与制约因素。研究发现，湖南老年人数字化消费呈现年龄与城乡分化明显、刚需主导、安全顾虑突出等特征，受三层数字鸿沟制约，普遍存在“不愿、不会、不敢消费”的问题。据此，本文构建以适老化改造为核心、数字素养培育、安全保障、城乡适配为支撑的“一核三翼”优化框架。提出本土平台适改、三级数字素养培育、全链条安全防护、城乡差异化资源配置等策略。研究可为企业精准布局银发市场、政府完善相关政策提供实证依据，助力湖南银发经济数字化转型与老年人生活质量提升。

Abstract: Against the backdrop of the silver economy emerging as a critical strategic opportunity and a new growth driver for regional economies, promoting digital consumption among the elderly has become a key measure for Hunan Province to unleash the potential of senior consumption and achieve high-quality economic development. Focusing on residents aged 60 and above in Hunan Province, this study applies theories of consumer behavior, the digital divide, and planned behavior, combined with empirical survey data, to analyze the characteristics and constraints of older adults’ digital consumption behavior. The findings reveal that digital consumption among the elderly in Hunan exhibits distinct age and urban-rural disparities, is predominantly necessity-driven, and is characterized by significant security concerns. Constrained by three layers of the digital divide, many elderly individuals demonstrate reluctance, inability, or fear regarding digital consumption. Based on these insights, this paper proposes an optimized “core-with-three-wings” framework centered on aging-adapted digital transformation, supported by digital literacy enhancement, security safeguards, and tailored urban-rural approaches. Strategies such as localized platform adaptation, a three-tier digital literacy training system, end-to-end security protection, and differentiated resource allocation between urban and rural areas are put forward. This research provides an empirical basis for enterprises to precisely target the silver economy market and for governments to refine related policies, thereby facilitating the digital transformation of Hunan’s silver economy and improving the quality of life for its elderly population.