赋能与协同：社会工作介入城郊老年群体电商参与的数字化赋权路径研究

Empowerment and Synergy: Research on the Digital Empowerment Path of Social Work Interventions for the Participation of Elderly Groups in Suburban Areas in E-Commerce

摘要: 在数字经济加速渗透以及乡村振兴战略实施的双重驱动下，农村电商已经成为激活县域经济的新引擎。同时，农村老年网民群体的逐步扩大以及城郊农村独特区位特征也让城郊老年群体成为了发展电商的潜在劳动力，城郊农村的电商发展以及城郊老年人的数字鸿沟弥合问题越发值得关注。因此，本研究结合城郊农村地区实际情况，以社会工作的专业视角进行切入，通过分析城郊农村老年群体在参与电商销售过程中的影响因素以及面临的数字鸿沟挑战，找出其问题所在，并结合赋能理论、社会支持理论等理论框架，探讨关于城郊老年群体参与电商的数字化赋权路径，为城郊农村地区的电商发展与社会工作在电商助农方面的本土化介入提供理论参考与实践路径。

Abstract: Under the dual impetus of the accelerated penetration of the digital economy and the implementation of the rural revitalization strategy, rural e-commerce has become a new engine to activate the county economy. Meanwhile, the gradual expansion of the online population of the elderly rural and the unique geographical location of suburban rural areas have made the elderly in suburban areas a potential labor force for the development of e-commerce. The development of e-commerce in suburban rural areas and the issue of bridging the digital divide among the elderly in suburban areas have become increasingly prominent. Therefore, this study, based on the actual situation of suburban rural areas, adopts a professional perspective of social work and analyzes the influencing factors and digital divide challenges faced by the elderly in suburban rural areas in the process of participating in e-commerce sales. It identifies the problems and, by integrating empowerment theory, social support theory, and other theoretical frameworks, explores the digital empowerment paths for the elderly in suburban areas to participate in e-commerce, providing theoretical references and practical approaches for the development of e-commerce in suburban rural areas and the localized intervention of social work in e-commerce assistance for agriculture.