数字鸿沟理论视角下电商金融服务适老化的困境及对策研究

Research on Challenges and Countermeasures for Aging-Friendly E-Commerce Financial Services from the Perspective of the Digital Divide Theory

摘要: 随着电商金融服务发展迅速，老年群体在适应过程中将面临数字鸿沟难题。本文聚焦电商平台内嵌的消费信贷服务如分期购、先买后付，基于数字鸿沟理论的“接入–使用–素养”三维分析框架，结合技术接受模型、用户体验理论等构建理论矩阵，深入剖析智能设备普及不足、农村网络基础设施薄弱、消费信贷流程与界面设计不适老、老年群体消费信贷知识匮乏及风险认知薄弱等关键问题。通过提出完善基础设施、优化消费信贷服务设计、加强消费信贷知识教育等对策，旨在促进电商消费信贷服务适老化，保障老年群体权益，进而推动社会公平与经济的可持续发展。

Abstract: With the rapid development of e-commerce financial services, the elderly population will face the challenge of a digital divide during the adaptation process. This paper focuses on embedded consumer credit services within e-commerce platforms, such as instalment purchases and buy-now-pay-later schemes. Employing a three-dimensional analytical framework based on digital divide theory—comprising access, usage, and literacy—and integrating the Technology Acceptance Model and user experience theory to construct a theoretical matrix, it delves into key issues. These include insufficient penetration of smart devices, inadequate rural network infrastructure, consumer credit processes and interface designs unsuited to the elderly, as well as the older generation’s lack of knowledge about consumer credit and weak risk awareness. By proposing countermeasures such as improving infrastructure, optimizing consumer credit service design, and strengthening consumer credit literacy education, the study aims to promote the age-friendly adaptation of e-commerce consumer credit services, safeguard the rights of the elderly, and thereby advance social equity and sustainable economic development.