银发群体的电商购物现状、动因与优化路径——基于代际差异的比较视角

Live-Streaming E-Commerce Shopping Behavior of the Silver-Haired Group: Current Situation, Motivations, and Optimization Paths—From the Comparative Perspective of Intergenerational Differences

摘要: 近年来，我国60岁及以上网民规模持续扩张，其中参与电商的用户占比显著提升，成为电商领域不可忽视的增长力量。本文以代际差异为核心视角，对比银发群体与中青年群体在电商购物中的行为特征、参与动因及现实困境，研究发现，银发群体呈现“信任依赖人设化”、“消费决策实用化”、“技术使用简化化”等特征，与中青年群体形成显著代际分野。这一差异为电商的适老化改造提供了具体方向，对释放银发经济潜力具有重要参考价值。

Abstract: In recent years, the scale of internet users aged 60 and above in China has continued to expand, among whom the proportion of users participating in live-streaming e-commerce has significantly increased, making them an indispensable growth driver in the live-streaming e-commerce sector. From the core perspective of intergenerational differences, this paper compares the behavioral characteristics, participation motivations, and practical dilemmas of the silver-haired group and middle-aged and young groups in live-streaming shopping. The study finds that the silver-haired group exhibits characteristics such as “trust dependent on personal branding”, “pragmatic consumption decisions”, and “simplified use of technology”, forming significant intergenerational differences from the middle-aged and young groups. These differences provide specific directions for the aging-friendly transformation of live-streaming e-commerce and hold important reference value for unleashing the potential of the silver economy.