Advances in Research

Background: With the rapid expansion of digital technologies in China, internet use among the silver-haired population has grown significantly, but concerns over excessive engagement and emerging forms of digital addiction—particularly in e-commerce live streaming—are increasing. Despite existing research, limited integrated analysis of behavioral and socio-technical factors necessitates a deeper examination to support digital wellbeing and promote healthy ageing in an increasingly connected society.

Objective: This study aims to investigate the primary causes of live-streaming addiction among the silver-haired population from their own perspective, combining survey data with existing literature. It further proposes targeted countermeasures (technological ethical reconstruction, re-embedding of social support and cultivation of value rationality) to guide this population toward healthy and rational digital participation, thereby enhancing their well-being in later life.

Methods: A questionnaire survey was administered to individuals aged 55 years and above, covering four dimensions: basic information and internet usage habits, live-stream shopping participation, addiction tendency assessment, and motivation and influence factors. Both quantitative and qualitative analyses were conducted. A total of 300 questionnaires were distributed, and 296 valid responses were returned (response rate: 98.7%). In addition, the study integrated existing authoritative research, government reports, and relevant media coverage for multi-faceted analysis.

Results: The silver‑haired population shows high engagement with live-stream e-commerce: 88.18% have watched live streams, and 82% have made purchases. Key reasons for addiction include:(1) Psychological factors: 56.44% of viewers use live streaming to“ pass the time and alleviate loneliness”; 52.49% purchase health-related products; loss of purpose after retirement also contributes. (2) Algorithmic and technological factors: Platform algorithms create “information silos” and psychological reward loops; 45.98% agree or strongly agree that “viewing time is longer than intended.” (3) Live-stream marketing factors: Streamers use pseudo-kinship interactions, dramatized performances, and limited-time flash sales to induce emotional dependence and impulsive consumption. (4) Social support deficits: Lack of filial responsibility, insufficient community activities, and weak intergenerational communication make live streaming a convenient substitute for companionship and recognition.

Conclusion: Addiction to live streaming among the silver-haired population results from the interplay of four factors: psychological needs, technological incentives, commercial strategies, and social environment. Countermeasures should move beyond single-cause approaches and establish a multi-stakeholder support system covering algorithm governance, platform accountability, market regulation, social support, and digital literacy enhancement, thereby shifting technology application from a “traffic-first” model toward “value alignment” and “digital well-being.”