“低龄银发族”深度参与电商助农的现实困境与突破策略

Practical Challenges and Breakthrough Strategies for Deep Engagement of “Younger Seniors” in E-Commerce for Agricultural Support

摘要: 电子商务作为推动农村高质量发展、助力乡村振兴的数字引擎，在激活农村经济活力中发挥重要作用。然而，作为农村留守经济主要参与者的“低龄银发族”在融入电商助农生态的速度上却明显滞后于行业发展和时代要求。本文基于技术接受与利用综合模型(UTAUT)，系统分析了农村“低龄银发族”深度参与电商助农的现实困境。研究发现，目前农村“低龄银发族”对电商助农的态度普遍呈现出绩效预期低、努力预期低的样态，与此同时社群影响效应弱、基础便利条件差又进一步地阻碍了其深度参与电商助农。为此，本文认为实践中应通过强化价值感知激发其参与动力、通过降低技术门槛提升其参与积极性、通过构建支持网络培育银发新农人，同时通过完善农村基础物流设施以优化参与便捷性，进而有效助力农村“低龄银发族”深度融入并尽快适应电商助农这一农村经济发展的新趋势。

Abstract: E-commerce acts as a digital engine for high-quality rural development and revitalization, playing a vital role in stimulating the rural economy. However, younger seniors—key participants in the rural left-behind economy—integrate into the e-commerce for agricultural support ecosystem at a pace that lags significantly behind industry progress and contemporary demands. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this paper systematically analyzes the practical challenges that hinder the deep engagement of rural younger seniors in e-commerce for agricultural support. The findings indicate that their attitudes are generally characterized by low performance expectations and low effort expectations. Furthermore, weak social influence and inadequate facilitating conditions further impede their deep involvement. Accordingly, this paper proposes that practical measures should be taken to enhance perceived value to stimulate participation motivation, reduce technical barriers to increase engagement willingness, and establish support networks to cultivate a new generation of silver-haired farmers. Simultaneously, improvements in rural logistics infrastructure will optimize participation convenience, thereby effectively assisting younger seniors in rural areas to deeply integrate into and swiftly adapt to this new trend in rural economic development.