“指尖失语”到“权益发声”：老年人电商评论操作障碍与社会工作介入路径研究

From “Fingertip Aphasia” to “Voice for Rights”: Research on the Operational Barriers of Elderly People in E-Commerce Reviews and the Intervention Path of Social Work

摘要: 随着电商普及，老年人成为线上消费的重要群体，但电商评论作为表达需求、维护权益的核心渠道，却因老年人面临的智能技术操作障碍而沦为“沉默领域”，导致其消费权益受损问题频发。本文通过问卷调查、深度访谈与案例分析，梳理老年人在电商评论中的具体操作障碍(如界面认知困难、流程繁琐、风险恐惧等)及由此引发的权益受损表现(如假货维权无门、服务投诉失效等)，基于社会支持理论与赋权理论，构建社会工作介入框架：通过小组工作开展分层式智能技术培训，依托社区服务搭建“评论互助–权益预警”支持网络，并结合政策倡导推动平台优化适老化评论功能。研究旨在为破解老年人“数字失语”困境、提升其消费权益保障能力提供实践路径，丰富老年社会工作在数字时代的介入范式。

Abstract: With the popularization of e-commerce, the elderly have become an important group in online consumption. However, e-commerce reviews, as a core channel for expressing needs and safeguarding rights, have become a “silent field” due to the elderly’s obstacles in operating intelligent technologies, leading to frequent occurrences of their consumer rights being damaged. This paper, through questionnaire surveys, in-depth interviews, and case studies, sorts out the specific operational obstacles faced by the elderly in e-commerce reviews (such as difficulties in interface cognition, cumbersome processes, fear of risks, etc.) and the manifestations of rights damage caused thereby (such as inability to safeguard rights against fake goods, ineffective service complaints, etc.). Based on the social support theory and empowerment theory, it constructs a social work intervention framework: carrying out hierarchical intelligent technology training through group work, building a “review mutual assistance-rights early warning” support network relying on community services, and promoting platforms to optimize age-appropriate review functions in combination with policy advocacy. The research aims to provide a practical path for solving the elderly’s “digital aphasia” dilemma and improving their ability to protect consumer rights, and enrich the intervention paradigm of gerontological social work in the digital era.