安徽农业大学学报（社会科学版）2026，Vol.35Issue(4)：59-69,11.DOI:10.19747/j.cnki.1009-2463.2026.04.005
数字能力、金融素养与农村中老年人商业养老保险购买意愿
Digital Capability,Financial Literacy and the Willingness of Rural Middle-Aged and Elderly Residents to Purchase Commercial Endowment Insurance
摘要
Abstract
In the dual context of rapid digital technology development and accelerating population aging,it is of great significance to explore the influence of digital literacy on the willingness of rural middle-aged and elderly residents to purchase commercial endowment insurance for developing the"third pillar"of endowment insurance and improving the national old-age security system.Based on survey data from 647 rural middle-aged and elderly residents in Anhui Province in 2025,this study empirically examines the impact of digital capability and financial literacy on their willingness to purchase commercial endowment insurance,utilizing multiple econometric models including Probit regression,double machine learning,and the Karlson-Holm-Breen(KHB)decomposition method.The findings show that digital capability and financial literacy significantly promote the willingness of rural middle-aged and elderly residents to purchase commercial endowment insurance.Mechanism analysis indicates that financial literacy plays a partial mediating role in the impact of digital capability on purchase willingness.Heterogeneity analysis shows that the promoting effect of digital capability enhancement is stronger for rural middle-aged and elderly residents with higher education levels and higher income levels,but inhibits the purchase willingness of risk-preferring rural residents.Therefore,efforts should be made to enhance the construction of digital platforms in rural areas to bridge the urban-rural digital divide,leverage digital platforms to improve financial literacy of rural residents,and promote innovation in endowment insurance products to improve the old-age security system.关键词
数字能力/金融素养/商业养老保险购买/双重机器学习/农村居民Key words
digital capability/financial literacy/commercial endowment insurance purchase/double machine learning/rural residents分类
管理科学引用本文复制引用
张标,丁开杰,马亦茹,许文胜..数字能力、金融素养与农村中老年人商业养老保险购买意愿[J].安徽农业大学学报（社会科学版）,2026,35(4):59-69,11.基金项目
安徽省哲学社会科学规划青年项目"农业社会化服务推动农户生产绿色转型研究"(AHSKQ2024D151) （AHSKQ2024D151）
安徽省社会科学创新发展研究课题"数智赋能安徽省农业社会化服务多主体协同治理研究"(2025CX092) （2025CX092）
