Abstract
Against the backdrop of deepening population aging in China, the phenomenon of empty-nest elderly in rural areas has become increasingly prominent. This study explores the impact of Douyin usage on the subjective well-being (WB) of rural empty-nest elderly, constructing a research model based on the stimulus-organism-response (SOR) framework. The model integrates seven constructs: interactivity, entertainment, relative advantage, compatibility, habit, flow experience, and WB. Data were collected through questionnaires from 407 elderly respondents in rural Sichuan Province, analyzed using a hybrid approach combining partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN). PLS-SEM results show that interactivity and entertainment value significantly enhance WB through direct and indirect effects mediated by usage habit and flow experience. Entertainment value exerts a stronger influence on flow experience, while interactivity plays a more pivotal role in cultivating usage habits. The ANN analysis validates the model's robustness, reveals nonlinear interactions among constructs, and ranks the relative importance of predictors, aligns broadly with the findings of PLS-SEM. The findings not only expand the theoretical understanding of digital technology use and elderly well-being but also offer empirical support for digital solutions to rural aging governance.