数字经济背景下银发群体电商消费的现实痛点与平台服务优化方向

Realistic Pain Points of the Silver-Haired Group’s E-Commerce Consumption and the Optimization Direction of Platform Services in the Context of Digital Economy

摘要: 伴随数字经济的迅猛发展，电商消费已成为社会消费中的关键部分，老年人群在电商消费范畴的参与度逐步提高。但银发群体在这个过程中碰到了许多难题，本文细致分析了银发群体电商消费的现状、消费规模、消费偏好属性等。同时从操作难度、商品适配性、信息获取与筛选环节、消费安全、售后服务等方面，具体点明了银发群体碰到的现实痛点。最后从平台界面与交互设计、商品及服务供给、信息服务、安全保障、售后支持等范畴，提出了具有针对性的平台服务优化途径，目的是进一步促进银发群体电商消费市场健康成长，提升银发群体的消费体验及生活品质。

Abstract: With the rapid development of the digital economy, e-commerce consumption has become a key component of social consumption, and the participation of the elderly in the field of e-commerce consumption has gradually increased. However, the silver-haired group (elderly population) has encountered many difficulties in this process. This paper conducts a detailed analysis of the current situation, consumption scale, and consumption preference attributes of the silver-haired group’s e-commerce consumption. At the same time, it specifically identifies the realistic pain points faced by the silver-haired group in terms of operational difficulty, product adaptability, information acquisition and screening, consumption security, and after-sales service. Finally, it puts forward targeted platform service optimization approaches from the scopes of platform interface and interaction design, product and service supply, information services, security guarantees, and after-sales support. The purpose is to further promote the healthy development of the e-commerce consumption market for the silver-haired group and improve their consumption experience and quality of life.