电子商务时代老年群体的数字化生存挑战与对策研究——以“抖音”平台直播购物为例

Research on the Digital Survival Challenges and Countermeasures of the Elderly in the Era of E-Commerce —Taking the Live Shopping on the Platform of “Douyin” as an Example

摘要: 随着电子商务与直播营销的深度融合，数字化消费已成为社会主流生活方式，而老年群体作为人口老龄化背景下的重要群体，其在数字化消费场景中的适应与融入问题日益凸显。本文以“抖音”平台直播购物为研究对象，结合技术接受模型(TAM)与使用与满足理论(U&G)，系统分析老年群体在直播购物中的决策过程、支付障碍与维权困境，揭示其面临的数字技能不足、安全风险突出、平台适配性低等核心挑战。研究发现，老年群体对直播购物的接受度受感知有用性与易用性影响，且其“社交陪伴”“信息获取”的使用需求与平台设计存在供需错配。基于此，从平台功能优化、监管机制完善、社会支持体系构建三个维度提出针对性对策，旨在帮助老年群体更好地融入电子商务生态，提升数字化消费体验，推动老年友好型数字消费环境建设。

Abstract: With the deep integration of e-commerce and live-streaming marketing, digital consumption has become a mainstream lifestyle. However, the elderly population, as a key group against the backdrop of an aging society, faces prominent challenges in adapting to and integrating into digital consumption scenarios. This study focuses on live-streaming shopping on the “Douyin” platform, combining the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (U&G) to systematically analyze the elderly’s decision-making process, payment barriers, and rights protection dilemmas in live-streaming shopping. It identifies core challenges such as insufficient digital skills, prominent security risks, and low platform adaptability. The research finds that the elderly’s acceptance of live-streaming shopping is influenced by perceived usefulness and ease of use, and there is a mismatch between their needs for “social companionship” and “information acquisition” and platform design. Based on this, targeted countermeasures are proposed from three dimensions: optimizing platform functions, improving regulatory mechanisms, and building a social support system, aiming to help the elderly better integrate into the e-commerce ecosystem, enhance their digital consumption experience, and promote the construction of an elderly-friendly digital consumption environment.