老年群体电商消费的信息窄化与破解对策

Information Narrowing in E-Commerce Consumption among the Elderly Group and Its Countermeasures

摘要: 目前老年群体电商消费日益活跃，但其消费过程并不顺畅，普遍面临信息窄化的问题。本研究依托信息生态理论，建立了“老年群体–环境–信息”分析框架，深入探究老年群体电商消费中信息窄化的内在机理，指出老年群体认知的局限与数字素养的匮乏，外部环境的制度缺位与社会支持体系的结构性缺失，算法推荐系统的持续推送同质信息，这三者的互相作用，最终导致该群体陷入持续深化的信息窄化陷阱，呈现出消费风险升级、消费福利受损与数字排斥加剧等危害。最后提出了制度环境优化，社会环境发展，老年主体赋能，算法升级的破解对策，通过多元要素的协同作用，共同重构了老年群体在电商消费场域中的信息权力。

Abstract: At present, the elderly group’s e-commerce consumption is becoming increasingly active, but their consumption process is not smooth, and they generally face the problem of information narrowing. Based on the information ecology theory, this study establishes an analytical framework of “elderly group—environment—information” to deeply explore the internal mechanism of information narr- owing in the elderly group’s e-commerce consumption. It points out that the interaction of three factors ultimately leads this group to fall into a continuously deepening information narrowing trap: the limitations of the elderly group’s cognition and the lack of digital literacy; the absence of external environmental systems and the structural deficiency of social support systems; and the continuous push of homogeneous information by algorithm recommendation systems. This trap manifests as hazards such as escalating consumption risks, impaired consumption welfare, and intensified digital exclusion. Finally, countermeasures for optimization are proposed, including improving the institutional environment, developing the social environment, empowering the elderly themselves, and upgrading algorithms. Through the synergistic effect of multiple elements, the information power of the elderly group in the field of e-commerce consumption is jointly reconstructed.