农村老年人电商消费行为的影响因素与优化策略研究

Research on Influencing Factors and Optimization Strategies of E-Commerce Consumption Behavior of Rural Elderly

摘要: 随着农村电子商务的快速发展，农村老年人逐渐成为电商消费的新兴群体。然而，由于数字素养低、技术障碍和物流限制等因素，农村老年人电商消费行为仍面临诸多挑战。本文旨在探讨农村老年人电商消费行为的现状、特征及其影响因素，并提出优化策略。研究采用文献分析法、问卷调查法、访谈法和案例分析法，对农村老年人的电商使用情况、消费动机、决策过程及消费痛点进行系统分析。结果表明，年龄、文化程度、数字素养、家庭支持、技术易用性和政策扶持是影响农村老年人电商消费的主要因素。针对这些问题，本文提出了提升数字素养教育、优化电商平台设计、强化家庭与社会支持、完善物流和售后服务以及加强政策支持等优化策略。研究结论对推动农村老年人更好地参与电子商务，缩小数字鸿沟，促进乡村振兴具有重要的理论和实践意义。

Abstract: With the rapid development of rural e-commerce in China, elderly people in rural areas are increasingly participating in online shopping. However, due to factors such as low digital literacy, technical barriers, and logistics limitations, the rural elderly continue to face significant challenges in e-commerce consumption. This study aims to explore the current status, characteristics, and influencing factors of e-commerce consumption behavior among rural elderly individuals and propose optimization strategies to enhance their participation. The research employs a combination of methods, including literature review, questionnaire surveys, interviews, and case studies, to systematically analyze the usage patterns, purchasing motivations, decision-making processes, and consumption pain points of rural elderly consumers. The findings reveal that key factors influencing e-commerce consumption among rural elderly people include age, educational background, digital literacy, family support, platform usability, and policy support. To solve these problems, this paper puts forward some optimization strategies, such as improving digital literacy education, optimizing the design of e-commerce platform, strengthening family and social support, improving logistics and after-sales service, and strengthening policy support. The research conclusion has important theoretical and practical significance to promote the rural elderly to better participate in e-commerce, narrow the digital divide, and promote rural revitalization.