“差序格局”特征社会网络对养老服务消费行为的影响

The Impact of Differential Pattern Characteristic Social Network on Consumption Behavior of Elderly Care Services

基于实地调研数据可知,“差序格局”特征社会网络对老年人养老服务消费行为的影响结果主要有:在自我与家庭层面,收入水平和子女态度是影响老年人养老服务消费意愿转化的核心因素。在社会网络层面,以广场舞、太极拳等集体性文化娱乐活动为代表的弱关系社会参与活动对养老服务消费意愿与行为的积极影响比以亲友关系为代表的强关系社会参与更明显,强关系在涉及日常生活安排和状态改变的养老服务消费决策中发挥重要作用。异质性分析表明:女性、高受教育程度、城市地区人群的养老服务消费意愿转化能力更强;自我层面与社会网络层面对养老服务消费行为的影响呈现出显著的城乡差异。据此,我国在实践中可通过挖掘弱关系社交核心节点带动作用、制定差异化的需求管理策略,带动潜在客群的消费行为。

Based on the field survey data,this paper systematically discusses the influence of social network with differential pattern on the consumption behavior of elderly care services.Results show that firstly,at the level of self and family,income level and children’s attitude are the core factors that affect the transformation of the elderly consumers’willingness to consume elderly care services.Secondly,at the social network level,the weak-ties social participation activities represented by collective cultural and entertainment activities such as square dancing and Taijiquan have a more significant positive impact on the consumption intention and behavior of elderly care services than the strong-ties social participation represented by relatives and friends visiting,which plays an important role in decision-making of consumption of elderly care services involving daily living arrangements and status changes.Heterogeneity analysis showed that women,people with high education level and those in urban areas had stronger conversion ability of elderly care service consumption intention.The influence of self-level and social network level on elderly care service consumption behavior shows significant differences between urban and rural areas.Accordingly,in practice,the driving role of weak ties social core nodes can be explored and differentiated demand management strategies can be formulated,to drive the consumption behavior of potential customers.