"差序格局"特征社会网络对养老服务消费行为的影响OA北大核心CHSSCDCSSCICSTPCD

Based on the field survey data,this paper systematically discusses the influence of social net-work 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 repre-sented 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.Ac-cordingly,in practice,the driving role of weak ties social core nodes can be explored and differentiated de-mand management strategies can be formulated,to drive the consumption behavior of potential customers.