电商平台崛起与社会工作服务对象的新困境：老年群体“数字鸿沟”的社工介入路径探析

The Rise of E-Commerce Platforms and New Dilemmas for Social Work Service Recipients: Exploring Social Work Intervention Approaches to the “Digital Divide” among the Elderly

摘要: 近年来，随着电商平台的快速崛起与生活服务的基本线上化，老年群体因为缺乏数字技能，面临着严峻的社会排斥风险。文章旨在聚焦电商普遍化时代下，所引发的老年“数字鸿沟”新困境，揭示其具体表现在以下几个方面：一是复杂操作界面阻碍基础购物功能实现；二是线下服务萎缩迫使被动触网；三是电商场景诈骗风险高发，以及符号性社会参与剥夺。文章基于社会工作赋权理论与生态系统视角，研究提出了多层次的介入路径，首先，在个体层面，可以开展情境化数字能力培训；其次，要激活家庭代际支持网络，设计有针对性的陪伴式学习任务；第三，还可以整合社区资源建立“数字驿站”，协同电商平台提供适老化设备与培训；最后，还要倡导政策落实及平台“老年模式”开发。文章强调了社会工作者要平衡技术赋权与尊重老年群体数字断连权利的原则，为他们构建包容性数字生态提供实践框架，同时，推动倡导电商企业履行社会责任、完善适老化设计，帮助老年群体消除数字鸿沟，融入数字化时代。

Abstract: In recent years, the rapid rise of e-commerce platforms and the fundamental shift of daily services online have placed elderly populations at severe risk of social exclusion due to their lack of digital skills. This article examines the new challenges of the “digital divide” faced by older adults in the era of ubiquitous e-commerce, revealing its manifestations in several key areas: 1) Complex user interfaces hindering basic shopping functions; 2) The decline of offline services forcing passive digital adoption; 3) High prevalence of fraud in e-commerce scenarios; and 4) Symbolic exclusion from social participation. Grounded in social work empowerment theory and an ecological systems perspective, the study proposes multi-level intervention pathways. At the individual level, contextualized digital literacy training can be implemented. Secondly, inter-generational family support networks should be activated through tailored, accompanied learning tasks. Thirdly, community resources should be integrated to establish “digital assistance stations”, collaborating with e-commerce platforms to provide age-adapted devices and training. Finally, policy enforcement and the development of “senior-friendly modes” by platforms must be advocated. The article emphasizes social workers’ role in balancing technological empowerment with respect for elderly individuals’ right to digital disconnection. It provides a practical framework for building an inclusive digital ecosystem while urging e-commerce enterprises to fulfill corporate social responsibilities and improve age-friendly design. These efforts aim to bridge the digital divide and facilitate elderly integration into the digital era.