社会工作视角下电子商务平台的社会包容性研究——以数字鸿沟与农村老年群体赋权为例

A Study on the Social Inclusiveness of E-Commerce Platforms from a Social Work Perspective—A Case Study of the Digital Divide and Empowerment of Rural Elderly Groups

摘要: 随着数字技术在中国乡村地区的快速渗透，电子商务平台在重塑农村社会经济结构的同时，也带来了显著的数字鸿沟问题，其中农村老年群体面临的社会排斥现象尤为突出。本研究从社会工作视角出发，聚焦电子商务环境下的社会包容性构建，特别关注数字鸿沟与农村老年群体赋权这一核心问题。研究发现，农村老年人在电商环境中面临多重排斥：接入鸿沟表现为智能手机拥有率低、网络覆盖不足；使用鸿沟体现为操作困难、信任缺失和功能局限；知识鸿沟则反映在缺乏系统性培训和信息甄别能力弱。针对这一复杂问题，本研究提出社会工作可通过微观(个体技能与心理支持)、中观(社区资源整合与平台适老化改造)和宏观(政策倡导与跨部门协作)三级赋权策略，有效促进农村老年群体的数字融入。政策建议包括：将农村老年群体数字包容纳入乡村振兴指标体系、设立数字包容专项基金、推动电商平台进行适老化改造，以及鼓励社会工作机构开发针对性干预方案。本研究的价值在于构建了“社会工作–电商平台–老年群体三元互动模型”，为包容性数字经济的构建提供了理论与实践路径。

Abstract: With the rapid penetration of digital technology in China’s rural areas, e-commerce platforms have reshaped the socio-economic structure of rural communities while also creating significant digital divide issues, with social exclusion faced by elderly rural populations being particularly prominent. This study examines the construction of social inclusion within the e-commerce environment from a social work perspective, focusing specifically on the core issue of digital divide and empowerment of rural elderly groups. The research reveals that rural seniors face multiple forms of exclusion in the e-commerce landscape: access barriers manifest as low smartphone ownership rates and inadequate network coverage; usage barriers are reflected in operational difficulties, lack of trust, and functional limitations; knowledge gaps are demonstrated through insufficient systematic training and weak information discernment capabilities. To address this complex challenge, the study proposes a three-tier empowerment strategy through social work: micro-level (individual skills and psychological support), meso-level (community resource integration and platform adaptation for elderly users), and macro-level (policy advocacy and interdepartmental collaboration) to effectively promote digital integration among rural elderly populations. Policy recommendations include: incorporating rural elderly digital inclusion into rural revitalization indicator systems, establishing dedicated digital inclusion funds, promoting platform adaptations for elderly users, and encouraging social work agencies to develop targeted intervention programs. The value of this study lies in constructing a “social work-e-commerce-platform-elderly population trinity interaction model,” providing theoretical and practical pathways for building an inclusive digital economy.