嵌入性视角下虚拟养老院电子商务模式的发展障碍与优化路径

Development Barriers and Optimization Paths of the E-Commerce Model in Virtual Elderly Care Homes from the Perspective of Embeddedness

摘要: 随着全球人口老龄化趋势的加剧与数字技术的飞速发展，融合了电子商务功能的“虚拟养老院”已成为应对养老挑战的重要创新模式。其旨在通过“互联网+”的手段，将专业化、多样化的养老服务“嵌入”老年人的居家生活，打破传统机构养老的物理限制。然而，该服务模式在现实推行中却面临着诸多发展障碍。本文以“嵌入性理论”为核心分析框架，系统探讨虚拟养老院电子商务模式在老年群体中推广所面临的困境，将其发展障碍拆解为结构嵌入障碍、关系嵌入障碍和认知嵌入障碍三个维度，并深入剖析了每个维度下的具体表现形式，如技术标准与政策法规的缺失、信任关系的脆弱与社会支持网络的缺位、以及数字鸿沟与传统观念的固化等。进而从技术创新、信任构建、制度完善及文化融合等维度提出破解路径，以期推动虚拟养老院电子商务模式的深度嵌入与健康发展，为提升养老服务质量、完善养老服务体系提供理论支持与实践指导。

Abstract: With the intensification of the global aging population trend and the rapid development of digital technology, the “virtual elderly care home” integrated with e-commerce functions has become an important innovative model to address elderly care challenges. It aims to “embed” professional and diversified elderly care services into the home life of the elderly through the “Internet +” approach, breaking the physical limitations of traditional institutional elderly care. However, this service model faces many development barriers in practical implementation. Taking the “embeddedness theory” as the core analytical framework, this paper systematically explores the dilemmas faced in promoting the e-commerce model of virtual elderly care homes among the elderly population. It deconstructs the development barriers into three dimensions: structural embeddedness barriers, relational embeddedness barriers, and cognitive embeddedness barriers, and deeply analyzes the specific manifestations under each dimension—such as the lack of technical standards and policies/regulations, the fragility of trust relationships and the absence of social support networks, as well as the digital divide and the rigidity of traditional concepts. Furthermore, it proposes solutions from the dimensions of technological innovation, trust construction, institutional improvement, and cultural integration, aiming to promote the in-depth embedding and healthy development of e-commerce in virtual elderly care homes, and provide theoretical support and practical guidance for improving the quality of elderly care services and optimizing the elderly care service system.