Author(s) :

Yuan-Shuh Lii, Shan-Ni Cheng.

Volume/Issue :

Abstract :

With the accelerating trend of global population aging, the paradigm of health consumption has shifted from traditional passive treatment models toward proactive preventive healthcare. Despite the information transparency and convenience offered by digital technologies, the choice behavior of older adults between online digital platforms and offline physical channels remains complex, characterized by intricate psychological trade-offs and resource integration needs. This study aims to delineate the decision-making mechanism of older adults in the context of preventive health consumption. By integrating service-dominant logic, social cognitive theory, and health literacy models, this research constructs a comprehensive theoretical framework encompassing health literacy, digital trust, and health agency, emphasizing the psychological agency of older adults as active agents of value co-creation. Adopting a cross-sectional research design, this study empirically investigates over 300 individuals aged 65 and above with experience in preventive health consumption, utilizing structural equation modeling (SEM) for hypothesis testing. The results are expected to show that health agency serves as a critical mediator between information reception and channel choice, while digital trust acts as a moderator between information empowerment and behavioral decision-making. This study not only elucidates the underlying psychological drivers of omnichannel choice behavior among older adults, thereby transcending the technological determinism of traditional technology acceptance models, but also offers novel theoretical insights and practical paradigms for future smart aging policies and digital transformation strategies in the retail sector, ultimately affirming the central role of older adults in a smart aging society.

Keywords :

Older adults, Preventive health consumption, Digital trust, Health literacy, Value co-creation, Omnichannel choice

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