银发群体电商融入中的社会支持网络构建研究：基于积极老龄化理论的视角

Research on the Construction of Social Support Network for the Integration of the Silver-Haired Group into E-Commerce: From the Perspective of the Theory of Active Aging

摘要: 在银发背景与数字经济相融合的时代背景下，银发群体融入电商领域的相关议题已受到广泛的关注。本文以积极老龄化理论为基础，深入探究银发群体的电商融入状况、及面临的困境以及社会支持网络的构建策略。研究发现，尽管当下银发群体在电商融入、电商参与上取得了一定的成效。但仍然面临数字素养欠缺、身心机能衰退、社会参与受限以及保障体系不完善等多方面的问题。对此，应该从政府、社区、家庭及电商平台等多元主体出发，构建涵盖政策支持、教育帮扶、服务优化、心理支持及权益保障等多方面的社会支持网络，以助力银发群体可以跨越数字鸿沟，加强社会融入与社会归属感，实现积极老龄化。推动银发群体在数字经济发展中的作用，彰显银发群体的社会价值。

Abstract: In the context of the integration of the silver-haired background and the digital economy, the issue of the silver-haired group integrating into the e-commerce field has received a great deal of attention. Based on the theory of active aging, this article deeply explores the e-commerce integration status of the silver-haired group, the predicaments they face, and the construction strategies of social support networks. Research has found that although the silver-haired group has achieved certain results in integrating and participating in e-commerce at present. However, it still faces multiple problems such as the lack of digital literacy, the decline of physical and mental functions, restricted social participation, and an imperfect security system. In this regard, a social support network covering multiple aspects such as policy support, educational assistance, service optimization, psychological support and rights protection should be established from the perspective of multiple subjects including the government, communities, families and e-commerce platforms, so as to help the elderly group bridge the digital divide, enhance social integration and a sense of social belonging, and achieve active aging to promote the role of the silver-haired group in the development of the digital economy and highlight their social value.