数字经济背景下方言直播对银发群体消费意愿的影响机制研究

数字经济背景下方言直播对银发群体消费意愿的影

响机制研究

许鵬飞¹ 颜倩儿^1,2 张媛媛³

(1.澳门科技大学，中国 澳门，999078:

2.汕尾职业技术学院，广东汕尾，516600;

3.广东技术师范大学，广东广州，510665)

摘 要:在我国加速迈入深度老龄化社会的背景下，银发群体逐渐成为新媒体平台经济中的重要消费力量。网络直播带货作为新媒体商业传播的重要形态，其互动方式与语言策略对老年消费者的影响机制亟待深入探讨。基于准社会交往理论与社会支持理论，本文聚焦新媒体直播情境中方言使用对银发群体消费意愿的影响路径，构建包含准社会交往、情感支持与信息支持的理论模型，并采用问卷调查与偏最小二乘结构方程模型(PLS-SEM)对329份有效样本数据进行实证分析。研究结果表明，首先在新媒体直播情境中，方言使用能够显著增强银发群体与主播之间的准社会交往程度，从而提升其购买意愿;其次准社会交往对购买意愿具有显著正向预测作用;最后社会支持在准社会交往与购买意愿之间发挥中介作用，其中情感支持的中介效应显著强于信息支持。研究进一步发现，银发群体在数字消费情境中更倾向于基于语言亲近性与情感联结形成消费决策。本文在理论上拓展了准社会交往理论与社会支持理论在老年群体与新媒体商业传播领域的适用边界，在实践层面为新媒体平台推进适老化运营与银发经济发展提供了有益启示。

关键字:方言;新媒体直播;银发群体;准社会交往;购买意愿

The Impact Mechanism of Dialect-Based Live Streaming on Older Adults'

Purchase Intention in the Context of the Digital Economy

Pengfei Xu¹ Qianer Yan^1,2 Yuanyuan Zhang³

(1.Macau University of Science and Technology, Macau, China,999078;

2.Shanwei Institute of Technology, Shanwei, Guangdong, 516600

3.Guangdong Polytechnic Normal University, Guangzhou, Guangdong, 510665)

Abstract: Against the backdrop of rapid population aging in China, older adults have increasinglybecome an important consumer segment within the social media-based platform economy. Live streaming commerce, as a prominent form of new media commercial communication, features highlevels of interactivity and personalized language use, yet the underlying mechanisms through whichlinguistic strategies influence older adults' consumption remain underexplored. Drawing on ParasocialInteraction Theory and Social Support Theory, this study examines how dialect use in social medialive streaming affects older adults' purchase intentions by proposing a conceptual model incorporatingparasocial interaction, emotional support, and informational support. Using survey data collected from329 older adults aged 60 and above, the study employs Partial Least Squares Structural EquationModeling (PLS-SEM) to test the proposed hypotheses. The results indicate that,dialect use in livestreaming significantly enhances parasocial interaction between older viewers and streamers;parasocial interaction positively predicts older adults' purchase intentions; and social support mediatesthe relationship between parasocial interaction and purchase intention, with emotional support exertinga stronger mediating effect than informational support. These findings suggest that older adults'consumption decisions in digital environments are more strongly driven by linguistic intimacy andemotional connection than by purely informational cues. This study extends the applicability ofparasocial interaction and social support theories to older populations and live streaming commercecontexts, while offering practical implications for age-friendly platform design and the sustainabledevelopment of the silver economy.

Keywords:Dialect use; Live streaming commerce; Older adults; Parasocial interaction; Purchase intention

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