| 主观规范、认知态度对养老服务消费意愿的影响——基于社会嵌入理论 |
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| 引用本文：黄 尧1,2，马跃如1.主观规范、认知态度对养老服务消费意愿的影响——基于社会嵌入理论[J].财经理论与实践,2023,(5):122-129 |
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| 中文摘要:基于社会嵌入理论，依据实地调研数据，采用偏最小二乘结构方程模型，考量主观规范、认知态度对养老服务消费意愿的影响。结果显示：老年人感受到的主观规范越强，其养老服务消费意愿越强，尤其在弱关系场景。主观知识在网络密度与养老服务消费意愿关系中起中介作用，46.99%的网络密度影响通过信息增益实现。异质性检验结果显示：网络密度对60岁以上老年群体的积极影响增强，而网络位置影响转为消极；主观知识对城市地区、高收入、高教育水平老年群体的积极影响更显著，低收入老年消费者群体养老服务消费决策更依赖于社会网络带来的资源改善。鉴于此，可培养老年社群宣传代理人，强化社会规范影响；结合多层次媒体嵌入，营造养老服务消费氛围；实施城乡差异化养老服务推广策略，提升养老服务消费意愿。 |
| 中文关键词:养老服务消费意愿 主观规范 认知态度 社会嵌入 偏最小二乘结构方程模型 |
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| The Influence of Subjective Norms and Cognitive Attitudes on Consumption Intention of Elderly Care Services: Based on Social Embeddedness Theory |
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| Abstract:Based on the social embeddedness theory and field survey data, the PLS-SEM was employed to consider the influence of subjective norms and cognitive attitudes on the consumption intention of elderly care services. Results show that the stronger the subjective norms felt by the elderly, the stronger their willingness to consume elderly care services, especially for weak ties. Subjective knowledge plays an intermediary role in the relationship between network density and consumption intention of elderly care services, and 46.99% of the influence of network density is realized through information gain. Heterogeneity test results showed that the positive effect of network density on the elderly population over 60 was enhanced, while the effect of network location was negative. The positive effects of subjective knowledge on the elderly in urban areas, high income and high education level are more significant. The consumption decision of low-income elderly consumers depends more on the improvement of resources brought by social network. In view of this, the propaganda agents of the elderly community should be cultivated to strengthen the influence of social norms; combine multi-level media embeddings to create a positive atmosphere for elderly care consumption; differentiated strategies should be implemented for elderly care services in urban and rural areas for increasing the willingness to consume elderly care services. |
| keywords:elderly care services consumption willingness subjective norm cognitive attitude social embeddedness PLS-SEM |
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