基于代际数字反哺的老年电商消费现状及建议

The Current Situation and Suggestions of Elderly E-Commerce Consumption Based on Intergenerational Digital Reversal Care

摘要: 在中国人口老龄化与数字经济深度融合的背景下，代际数字反哺作为家庭场景中年轻一代向老年人传递数字技能与素养的关键途径，不仅有助于提升老年人的数字能力，也通过情感联结增强了其对电商消费的信任感与安全感。基于技术接受模型，系统梳理了老年电商消费的特征、挑战及代际数字反哺的作用机制。研究发现，当前老年电商消费面临数字操作障碍、平台设计不匹配及风险防范能力弱等问题。对此，本文从家庭、社会、平台与代际协同四个层面提出对策。结论表明，代际数字反哺是缓解数字鸿沟、释放老年消费潜力的有效路径，未来应进一步完善反哺质量评估体系，助力老年群体实现从“数字融入”到“数字赋能”的转变。

Abstract: Against the backdrop of the deep integration of China’s aging population and the digital economy, intergenerational digital reverse nurturing, as a key approach for the younger generation to impart digital skills and literacy to the elderly within the family context, not only helps enhance the digital capabilities of the elderly but also strengthens their trust and sense of security in e-commerce consumption through emotional connection. Based on the Technology Acceptance Model, this paper systematically reviews the characteristics, challenges, and the mechanism of intergenerational digital reverse nurturing in elderly e-commerce consumption. The research finds that current elderly e-commerce consumption is confronted with problems such as digital operation obstacles, mismatched platform design, and weak risk prevention capabilities. In response, this paper proposes countermeasures from four levels: family, society, platform, and intergenerational collaboration. The conclusion indicates that intergenerational digital reverse nurturing is an effective path to alleviate the digital divide and unleash the consumption potential of the elderly. In the future, efforts should be made to further improve the quality assessment system of reverse nurturing to assist the elderly in transitioning from “digital integration” to “digital empowerment”.