电商平台上银发经济的现实挑战与纾解策略

The Practical Challenges and Mitigation Strategies of the Silver Economy on the E-Commerce Platform

摘要: 随着我国老年人口逐渐增加，发展银发经济增进老年人福祉，积极应对人口老龄化成了我国社会治理的战略性举措。当前越来越多的银发族走进电商平台，走进直播间，在网上进行消费，所以电商平台对于发展银发经济具有重要的作用。然而，电商平台在近年的爆炸式发展中存在着各式各样的问题，针对老年人的直播卖货更是乱象频发。本文在观照银发族注重实惠与健康的消费偏好、被稀缺性与情感驱动及风险意识与维权能力低的网购行为特点之基础上，分析了电商平台上银发经济存在的三种现实困境，即难以逾域的“数智鸿沟”、适老化不足的平台设置和虚假诱导的消费陷阱。最后给出纾解策略，通过平台加强适老化改造、家庭“数智反哺”和完善相关制度与强化技术监管几方面形成治理合力，助力发展银发经济充分呼应并落实积极应对人口老龄化的国家战略。

Abstract: With the gradual increase of the elderly population in China, the development of silver economy to promote the well-being of the elderly, and actively deal with the aging population has become a strategic measure of social governance in our country. At present, more and more silver families enter the e-commerce platform, enter the broadcast room, and consume online, so the e-commerce platform plays an important role in the development of the silver economy. However, there are various problems in the explosive development of e-commerce platforms in recent years, and the live sale of goods for the elderly is more chaotic. Based on the observation of the silver family’s consumption preference for affordable and healthy consumption, the online shopping behavior characteristics driven by scarcity and emotion, and the low risk awareness and rights protection ability, this paper analyzes three practical dilemmas existing in the silver economy on the e-commerce platform, namely, the “digital intelligence gap” that is difficult to go beyond, the platform setting that is insufficient for aging, and the false induced consumption trap. Finally, the mitigation strategy is proposed, and the governance force is formed through the platform to strengthen the transformation of aging, the “digital intelligence feeding” of families, the improvement of relevant systems and the strengthening of technical supervision, so as to help the development of the silver economy fully respond to and implement the national strategy of actively responding to the aging population.