电商平台银发用户的消费情景崩溃与代际包容性重构研究

Study on the Consumption Scenario Collapse of Silver-Haired Users on E-Commerce Platforms and Intergenerational Inclusive Reconstruction

摘要: 本文聚焦银发电商市场扩张中的体验断层，剖析银发用户面临的操作、信任、社交三重“情境崩溃”，探讨家庭、社会、技术层面的适应性“情境接合”模式，提出代际协同、社区自治、平台共生的“情境创造”路径，为构建代际包容性数字消费生态提供新视角。

Abstract: This paper focuses on the experience gap in the expansion of the silver-haired e-commerce market, analyzes the threefold “scenario breakdown” (in operation, trust, and social interaction) faced by silver-haired users, and explores the adaptive “scenario connection” models at the family, social, and technological levels. It further proposes the “scenario creation” paths featuring intergenerational collaboration, community autonomy, and platform symbiosis, aiming to provide a new perspective for building an intergenerational inclusive digital consumption ecosystem.