老年群体电商消费陷阱困境与治理体系研究

Research on the Dilemma and Governance System of E-Commerce Consumption Trap for the Elderly Group

摘要: 随着我国老年网民规模的迅速扩张，银发群体已成为电商消费的重要力量。然而，由于其生理认知特点、数字素养不足与特定情感需求，他们在电商活动中面临着虚假宣传、技术误导与情感诱导等多重新型消费陷阱。本文深入剖析了这些陷阱的具体表现形式与形成机理，指出其根源不仅在于老年群体自身的认知与能力局限，更与电商平台的责任缺位以及家庭与社会保护的滞后密切相关。为此，本文针对该些问题构建了一个多层次、系统化的治理体系。以期系统性地破解老年群体电商消费陷阱困境，营造安全、可信赖的老年友好型数字消费环境。

Abstract: With the rapid expansion of the scale of elderly Internet users in China, the silver-haired group has become an important force in e-commerce consumption. However, due to their physiological cognitive characteristics, insufficient digital literacy and specific emotional needs, they face multiple new consumption traps such as false publicity, technical misleading and emotional induction in e-commerce activities. This paper deeply analyzes the specific manifestations and formation mechanism of these traps, and points out that its root lies not only in the cognitive and ability limitations of the elderly group itself, but also in the absence of responsibility of the e-commerce platform and the lag of family and social protection. Therefore, this paper constructs a multi-level and systematic governance system for these problems in order to systematically solve the dilemma of e-commerce consumption traps for the elderly and create a safe and reliable age-friendly digital consumption environment.