社会工作视域下电商平台对老年人数字包容的路径研究

Research on the Paths of E-Commerce Platforms Facilitating Digital Inclusion for the Elderly from the Perspective of Social Work

摘要: 随着数字经济发展，老年群体在电子商务应用中的“数字鸿沟”问题凸显，形成“年龄与地域双重叠加型数字排斥”现象。本研究从社会工作视角，依托赋权理论与生态系统理论，剖析数字鸿沟在电商领域的多维度表现及对老年群体的影响，探究将社会工作理论与方法应用于电商平台推动老年群体赋权。研究表明，数字鸿沟不仅体现在技术介入维度，还在使用技能与认知维度、社会文化维度有深层次体现。案例分析揭示了社区电商团长模式、私域直播模式等成功范例，也指出老年人过度依赖志愿者、独立使用能力未显著提高等问题。基于此，本研究提出电商平台增强社会包容性的策略与政策建议，包括优化界面设计、构建社会支持网络、建立政企社协同机制等，助力老年群体跨越数字鸿沟，实现数字赋权，共享数字经济成果。

Abstract: With the development of the digital economy, the “digital divide” among the elderly in the application of e-commerce has become prominent, leading to a phenomenon of “dual-layered digital exclusion due to age and region”. This study, from the perspective of social work, relies on empowerment theory and ecosystem theory to analyze the multi-dimensional manifestations of the digital divide in the e-commerce field and its impact on the elderly, and explores the application of social work theories and methods to promote empowerment of the elderly in e-commerce platforms. The research shows that the digital divide not only manifests in the dimension of technology access, but also has deep-seated manifestations in the dimensions of usage skills and cognition, and social culture. Case analysis reveals successful examples such as the community e-commerce group leader model and the private domain live streaming model, as well as problems such as elderly people’s excessive reliance on volunteers and the lack of significant improvement in independent usage ability. Based on this, this study proposes strategies and policy recommendations for enhancing the social inclusiveness of e-commerce platforms, including optimizing interface design, building social support networks, and establishing a government-enterprise-community collaborative mechanism, to help the elderly overcome the digital divide, achieve digital empowerment, and share the fruits of the digital economy.