| The rapidly aging population has become an important practical problem in our country.However,the traditional family pension function is gradually weakened,accompanied by problems such as imbalanced intergenerational relations,prominent intergenerational conflicts,and emotional loneliness among the elderly.The intergenerational support obtained by the elderly from their children and the intensity of their loneliness are the key factors affecting the elderly care style and needs.It is of great significance to explore the influence mechanism of intergenerational support on the choice of the elderly in institutions for elderly care,which is of great significance to improve the operation and management of elderly institutions and improve the satisfaction of elderly institutions.However,current research is limited to the relationship between intergenerational relationships and the living arrangements of the elderly,physical and mental health,and subjective well-being.There are few studies that take loneliness as a factor affecting the elderly’s pension consumption.Based on the theory of compensatory consumption and social emotional choice,this study is based on the data of the China Elderly Health Influencing Factors Tracking Survey(CLHLS),supplemented by questionnaire survey data,and analyzes the reasons why elderly consumers choose elderly care institutions.The specific decision-making path for people to choose elderly care institutions,combined with the consumption characteristics of elderly consumers,introduce loneliness-the emotional characteristics highlighted by the elderly as an intermediary variable,and from the perspective of intergenerational support,it is revealed that emotional support,care support,and economic support affect institutions.The internal mechanism of pension consumption choices.The empirical results show that the direction,intensity and mechanism of the influence of three intergenerational supports on the choice of institutional pension consumption are not the same: children’s emotional support and care support have a significant and stable negative impact on the choice of institutional pension consumption,and loneliness is among them.There are different degrees of mediating effect;children’s financial support has a significant and stable positive effect on institutional pension consumption choice,but it has a negative moderating effect between care support and loneliness.The study expands the research on the consumption behavior of the elderly in the context of the silver-haired economy,and explores how three intergenerational support and emotional characteristics simultaneously affect the choice of institutional pension consumption,providing empirical evidence for further clarifying the leading factors of the elderly’s institutional pension consumption choice;and This paper provides a perspective to analyze the differences in the direction,intensity and mechanism of the impact of three types of intergenerational support on institutional pension consumption choices,emphasizing the multidimensional complexity of intergenerational support,and enriching the research on intergenerational support in the context of population aging.The research puts forward relevant management suggestions for elderly care institutions,including: positioning target consumers with the help of intergenerational background;using loneliness as the entry point and breakthrough point of precision marketing;segmenting demand to improve service quality and consumer satisfaction. |
