| As an important part of China’s socialized pension service system,home-based endowment service is a major factor affecting the elderly’s life experience in their later years.Although the government has issued relevant policies to support and promote the development of homebased care service industry,home-based care service providers are still facing the dilemma of difficult profitability.Therefore,it is particularly important to explore the mechanism of the consumption intention of the elderly from the perspective of consumers.With the increase of age,the deterioration of health,children leaving home,widower and other factors,the elderly are prone to loneliness,depression,low self-esteem and other negative emotions,social participation has become an important way to alleviate these negative emotions.Social interaction helps the elderly master more information about pension services,and in the process of interaction,the elderly will be influenced by people around them to adjust their pension consumption decisions.To form a positive intervention for the elderly home endowment consumption willingness,this research starting from the social factors of affect consumer decision making,based on the theory of consumer socialization,social network theory and social cognitive theory,combined with the real situation of the elderly consumer herding effect,build the social influence in the home endowment service consumption model.This study analyzed the influence mechanism of social participation of the elderly on their willingness to consume home-based care services,and tested the mediating effect of information adoption,as well as the moderating effect of relationship strength and self-efficacy on the influence of social participation of the elderly on information adoption.The empirical results demonstrate that social participation has a significant positive impact on the elderly’s willingness to consume homebased care services.Information adoption plays a partially mediating role in the relationship between social participation and the elderly’s willingness to consume home-based care services,that is,social participation positively affects the elderly’s willingness to consume homebased care services through progressive influence on information adoption.Relationship strength,as the objective social network environment for the elderly to obtain information,which negatively moderates the mediating role of information adoption between social participation and willingness to consume home-based care services.Self-efficacy,as the subjective activity of elderly people using information,which positively moderates the mediating effect of information adoption on social participation and willingness to consume home-based care services.This study extends the research on social interaction and consumption of the elderly and emphasizes the complexity of the formation of consumption intention of the elderly.From the perspective of the interaction between the elderly and their social network environment,this paper emphasizes how social environmental factors and individual characteristics affect the consumption intention at the same time,which enriches the research content of influencing factors of consumer socialization.The research puts forward relevant management suggestions,including foster a new consumption model of "home-based elderly care service + community surrounding service",tap the human resource potential of the elderly,organize knowledge talks and recreational activities in the community,pass experience and feelings information of the elderly who already consumed the services through the elderly accessible channel. |
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