随着网络购物以及人口老龄化趋势的发展，我国老年消费者对线上经济的贡献和影响日益加深。大量报告显示，服装类商品是老年人线上购物的热销品类。同时有研究表明，商品标签及老化刻板印象都会对消费产生重要影响。那么年龄标签、生理舒适性标签以及心理舒适性标签等服装标签是否会影响老年人线上服装购买意愿，老化刻板印象能否起到调节作用？本文通过两个递进关系的子研究对上述问题进行探索。

研究一对线上服装标签现状进行了分析，主要考察了服装标签类型及对应内容，并与老年消费者对线上服装标签偏好的访谈结果进行了对比，分析现有线上服装标签与老年人对线上服装标签的真实需求是否契合。

结果发现，目前线上服装年龄标签、品类标签、颜色标签较接近老年人的真实偏好。面料标签和风格标签与老年人的真实偏好之间则存在一定差异，即一些生理舒适性较低的面料标签虽然被老年人喜欢，却没有出现在线上服装标签中；线上服装风格标签多指向服装自身的属性，而老年人偏好的风格能够指向自我形象，反映了老年人更为高级的心理需求。

研究二采用2（年龄标签：年轻vs. 年长）×2（生理舒适性标签：高生理舒适性 vs. 低生理舒适性）×2（心理舒适性标签：高心理舒适性 vs. 低心理舒适性）完全被试内实验设计。操纵年龄标签、生理舒适性标签及心理舒适性标签，以探究其对老年人线上购买服装的影响，并探索老化刻板印象的调节作用。研究二被试共计61人，其中男性14人，女性47人。年龄分布为 60–76 岁（M =  64.75, SD = 3.28）。对三类标签进行重复测量方差分析，结果发现，三类标签主效应均显著：年龄标签主效应显著，老年人对带有年轻标签的服装有更高的购买意愿；生理舒适性标签主效应显著，老年人对带有高生理舒适性标签的服装有更高的购买意愿；心理舒适性标签主效应显著，老年人对带有高心理舒适性标签的服装有更高的购买意愿；老化刻板印象与年龄标签及心理舒适性标签三阶交互作用显著，当老年人持有积极老化印象时，服装带有年长标签条件下，老年人对带有高心理舒适性标签的服装都有更高的购买意愿（偏 η2 = 0.55）。

研究结果表明，年龄标签、生理舒适性标签以及心理舒适性标签对老年人线上购买服装意愿有显著影响，在此过程中，老化刻板印象对年龄标签及心理舒适性标签存在调节作用。希望商家能够保证老年消费者的知情权，利用标签真实、全面地展示服装商品的信息。同时建议老年人能够正视老化，正确解读年龄标签的含义，注重服装的生理舒适性及心理舒适性的实际价值。

With the development of online shopping and population aging trend, the elderly consumers in China are increasingly contributing to and influencing the online economy. A large number of reports showed that clothing goods are the best-selling category of online shopping for the elderly. Also, studies had shown that commodity labels and aging stereotypes will have an important impact on consumption. Then, will age labels, physiological comfort labels and psychological comfort labels play a role in regulating the willingness of the elderly to buy clothes online and the effect of aging stereotypes? This paper explores the above problems through two sub-studies of progressive relationships.

Study 1 analyzed the current situation of online clothing labels, mainly investigated the types and corresponding contents of clothing labels, compared them with the interview results of elderly consumers, and analyzed whether the existing online clothing labels meet the real needs of the elderly. The results showed that the current online clothing age labels, category labels and color labels are close to the real preferences of the elderly. There are some differences between fabric labels and style labels and the real preferences of the elderly: although some fabric labels with low physiological comfort are favored by the elderly, they do not appear in online clothing labels; Online clothing style labels mostly point to the attributes of clothing itself, while the preferred style of the elderly can point to self-image, reflecting the more advanced psychological needs of the elderly.

Study 2 used 2 (age labels: young vs. old) × 2 (physiological comfort labels: high physiological comfort vs. low physiological comfort) × 2 (psychological comfort labels: high psychological comfort vs. low psychological comfort) Complete within subject experimental design. Manipulated age labels, physiological comfort labels and psychological comfort labels to explore their impact on the online purchase of clothing by the elderly, and explore the moderating effect of aging stereotypes. There were 61 subjects in Study 2, including 14 males and 47 females. The age distribution was 60 – 76 years (M = 64.75, SD = 3.28). The repeated measurement ANOVA of the three types of labels showed that the main effects of the three types of labels were significant: The main effect of age labels were significant, and the elderly had higher purchase intention for clothes with young age label; The main effect of physiological comfort labels were significant. The elderly had higher purchase intention for clothes with high physiological comfort label; The main effect of psychological comfort labels were significant. The elderly had higher purchase intention for clothes with high psychological comfort label; The third-order interaction between aging stereotypes and age labels and psychological comfort labels were significant. When the elderly hold the positive aging stereotype, the elderly have a higher willingness to buy clothes with high psychological comfort labels under the condition of clothes with older labels (bias η2 =  0.55）.

The results showed that age labels, physical comfort labels and psychological comfort labels have a significant impact on the willingness of the elderly to buy clothes online. In this process, aging stereotypes had a moderating effect on age labels and psychological comfort labels. It is hoped that businesses can use labels to truly and comprehensively display the information of clothing commodities and ensure the right to know of elderly consumers. At the same time, it is suggested that the elderly can face up to aging, correctly interpret the significance of age labels, and pay more attention to the physical and psychological comfort of clothing.