电商平台老年用户使用障碍与优化路径研究

Research on the Barriers and Optimization Path of Elderly Users’ Use of E-Commerce Platform

摘要: 本研究旨在剖析电商平台适老化传播策略现状，分析老年用户使用障碍，并提出优化路径。通过案例分析法与内容观察法，选取淘宝、京东、拼多多等头部电商平台，对其适老版本的传播要素进行解构，并结合权威数据及用户行为观察，深入分析老年用户在认知信任、操作技能、核心流程、信息沟通及环境支持等方面的障碍。研究发现，尽管电商平台在界面简化、交互优化等方面取得进展，但在认知适配、操作容错、信任构建等方面仍存在不足。基于此，提出深化认知适配、重构交互逻辑、建立主动触达网络及构建社会化支持协同等优化策略，以期为电商平台提升适老化服务水平、完善相关政策提供参考。

Abstract: The purpose of this study is to analyze the current situation of e-commerce platform adaptive aging communication strategy, analyze the use barriers of elderly users, and put forward the optimization path. By using the method of case analysis and content observation, this paper selects Taobao, jd.com, Pinduoduo and other head e-commerce platforms to deconstruct the communication elements of their age appropriate versions, and combined with authoritative data and user behavior observation, in-depth analyzes the obstacles of elderly users in cognitive trust, operational skills, core processes, information communication and environmental support. The study found that although the e-commerce platform has made progress in interface simplification and interaction optimization, it still has shortcomings in cognitive adaptation, operational fault tolerance, trust building and so on. Based on this, this paper puts forward optimization strategies such as deepening cognitive adaptation, reconstructing interactive logic, establishing active touch network and constructing social support collaboration, in order to provide reference for e-commerce platforms to improve aging service level and improve relevant policies.