数字社会背景下社会工作助力银发群体实现线上购物研究

Research on Social Work Helping Silver-Haired Groups to Achieve Online Shopping in the Context of Digital Society

摘要: 随着我国人口老龄化的加剧，老年人群体逐渐成为现实社会中经济体的一大部分，老年银发一族因需求丰富及货比三家的购物心理，将成为电商市场的重要消费力量群体。本文基于银发经济数字化转型背景，分析老年人群体进入电商市场的现实障碍，深度探讨社会工作介入的实践路径。通过资源链接，能力建设和需求反馈三维介入模式，从而助力银发群体能够更好地利用数字平台进行购物消费。

Abstract: As China’s population ages, the elderly are becoming a significant part of the economy. The silver-haired groups, with their diverse needs and tendency to compare prices, will become an important consumer force in the e-commerce market. This article analyzes the practical obstacles for the elderly entering the e-commerce market against the backdrop of the digital transformation of the silver economy. It deeply explores the practical paths for social work intervention through a three-dimensional approach involving resource linkage, capacity building, and demand feedback, thereby helping the silver-haired groups better utilize digital platforms for shopping.