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OACHSSCD

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.