摘要：在人口老龄化与数字化转型并行的宏观背景下，“数字银发族”已成为关键消费力量，但生理机能、数字素养及社会风险等障碍仍制约着其消费潜力的释放。本研究基于中国健康与养老追踪调查(CHARLS)2018年及2020年的面板数据，运用双向固定效应模型、工具变量法及倾向得分匹配(PSM)等计量方法，系统检验了互联网使用对老年家庭人均消费的影响及作用机制。研究发现：(1)互联网使用不仅显著提升了老年群体的消费规模，更驱动了其消费结构由生存型向发展型与享受型升级。具体的影响机制表现为“信息渠道补偿效应”与“生活障碍替代效应”,互联网既通过提供信息增量弥补了传统社交渠道匮乏导致的信息差，又通过数字化工具显著降低了线下交易成本，有效缓解了生理机能受限或地理空间约束带来的线下购物困难。(2)异质性分析显示其对女性、单身、低教育水平及缺乏子女支持的弱势群体促进效应更为显著。这一后发优势现象遵循边际效应递减规律，即既往面临更高资源约束的群体在数字化转型中获得的边际收益更大，有力证明了数字技术具有显著的普惠性赋能价值。本文为企业在银发经济中构建核心竞争力提供了管理启示。首先，企业应基于数字融入机制实施动态市场细分，对于受补偿效应驱动的群体强化社交与情感交互，对于受替代效应驱动的群体则侧重工具价值与效率优化。其次，应重塑价值主张，战略重心从满足基础生存需求转向提供高附加值的情感体验与自我实现价值。最后，需构建兼顾易用性与信任感的用户体验生态，通过深度适老化改造降低老年消费者认知负荷，并完善风险防控机制以降低感知风险，从而构建长期品牌信任。

Abstract: At the confluence of population aging and digital transformation, the “digital silver generation” has emerged as a significant consumer force. However, the impact of the internet on the consumption behavior of the elderly remains uncertain due to multiple barriers, including physiological limitations, skill deficits, and social risks.This study empirically examines the effect of internet use on the per capita household consumption of the elderly, utilizing panel data from the China Health and Retirement Longitudinal Study(CHARLS) spanning 2018-2020. The findings reveal that internet use significantly promotes an upgrading of the consumption structure among the elderly. Specifically, the promotional effect on developmental and enjoyment-oriented consumption, which are more information-sensitive and better aligned with emotional goals, is substantially greater than its impact on survival-oriented consumption.This research deepens the understanding of elderly consumption behavior within the context of the digital divide and offers valuable implications for corporate market positioning and the development of age-friendly marketing strategies.