医疗电商对农村老年人健康信息寻求的赋能作用研究

A Study on the Empowering Role of Medical E-Commerce in Health Information Seeking among Rural Elderly

摘要: 随着数字技术的快速发展，医疗电商逐步成为推动医疗行业转型与服务升级的重要力量。然而，在我国农村地区老年人健康信息寻求方面，医疗电商的普及与适用仍面临严峻挑战。医疗电商对农村老年人健康信息寻求困境主要有服务适配不足、宣传力度弱、用户信任度低、诊疗可靠性存疑以及医保在线支付体系不完善，因此构建适老化和农村场景化的医疗电商，加强多层次宣传与数字素养教育，建立基于认证和社区协作的信任机制，推动医疗电商标准化与透明化，以及完善医保在线支付的政策与技术支撑至关重要。这些措施旨在弥合数字鸿沟、提升服务可信度与可及性，促进医疗电商资源优化配置，为提高农村老年人健康素养水平提供理论依据与实践路径。

Abstract: With the rapid advancement of digital technology, medical e-commerce has gradually emerged as a key driver for transforming the healthcare industry and upgrading services. However, in rural areas of China, the widespread adoption and applicability of medical e-commerce for elderly health information seeking still face significant challenges. The primary obstacles to healthcare e-commerce serving rural seniors include inadequate service adaptation, insufficient promotional efforts, low user trust, doubts about diagnostic reliability, and an imperfect online medical insurance payment system. Therefore, it is crucial to develop age-friendly and rural-scenario-based healthcare e-commerce platforms, strengthen multi-tiered publicity and digital literacy education, establish trust mechanisms based on certification and community collaboration, promote standardization and transparency in healthcare e-commerce, and improve the policy and technical support for online medical insurance payments. These measures aim to bridge the digital divide, enhance service credibility and accessibility, optimize the allocation of healthcare e-commerce resources, and provide both theoretical foundations and practical pathways for elevating health literacy among rural seniors.