​The Impact Mechanism of Dialect-Based Live Streaming on Older Adults' Purchase Intention in the Context of the Digital Economy

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

[原文下載][Download PDF]