“数字鸿沟”下农村老年群体电商参与的权益保障与对策研究

Research on Rights Protection and Countermeasures for E-Commerce Participation of Rural Elderly Groups under the “Digital Divide”

摘要: 在数字经济与乡村振兴深度融合的背景下，农村电商已成为激活乡村消费、促进农户增收的重要载体。然而，农村老年群体因生理、技术、制度等多重因素陷入“数字鸿沟”，在电商参与中面临操作障碍、权益受损与赋能不足等困境。本文基于“指尖失语”到“权益发声”的理论视角，通过文献研究与案例分析，系统梳理农村老年群体电商参与的现状特征，剖析其在信息获取、操作使用、权益保护与社会支持等层面的核心问题，并从数字素养培育、权益保障机制、社会工作介入与数字包容治理等维度提出赋能路径，为推动农村老年群体共享数字红利、完善乡村数字治理提供理论参考与实践方案。

Abstract: Against the backdrop of deep integration between the digital economy and rural revitalization, rural e-commerce has become an important vehicle for stimulating rural consumption and increasing farmers’ income. However, due to physical, technological, institutional and other constraints, the rural elderly are trapped in the “digital divide”, facing practical difficulties such as operational barriers, infringed rights, and insufficient empowerment in e-commerce participation. From the theoretical perspective of moving from “digital silence at fingertips” to “rights voice”, and based on literature review and case analysis, this paper systematically summarizes the current characteristics of rural elderly participation in e-commerce, analyzes core problems regarding information access, operational use, rights protection and social support, and proposes empowerment paths covering digital literacy cultivation, rights protection mechanisms, social work intervention and digital inclusive governance. The findings aim to provide theoretical references and practical solutions for enabling the rural elderly to share digital dividends and improving rural digital governance.