老年群体在网络直播带货消费中的困境与优化建议
The Dilemma and Optimization Suggestions of Elderly People in Live Streaming E-Commerce Consumption

近年来，得益于互联网普及率的提升与网购市场的成熟，中国的电子商务领域呈现蓬勃发展的态势，各大网络直播带货平台随之崛起，催生了众多网红与流量明星，网络直播带货的销售额实现爆炸性的增长。与此同时，中国社会的老龄化趋势愈发明显，银发经济领域展现出巨大的市场潜力，老年群体对于参与网络直播带货表现出浓厚兴趣，但由于他们对现代信息技术、移动设备及应用软件的接受度相对较低，适应速度较慢，导致在使用过程中常面临“会用但不熟练”、“想买却不敢轻易下单”的困扰，甚至因操作失误影响其网购体验。本文旨在深入探讨老年群体在参与网络直播带货消费时所遇到的问题与困惑，并据此提出针对性的优化策略，促进老年群体在数字经济时代中实现更加积极、愉快、健康的消费行为。
In recent years, thanks to the improvement of Internet penetration and the maturity of online shopping market, China’s e-commerce field has shown a booming trend, and various major online live delivery platforms have emerged, which has spawned many online celebrities and traffic stars. The sales of online live delivery have achieved explosive growth. At the same time, the aging trend in Chinese society is becoming increasingly evident, and the silver haired economy has shown huge market potential. The elderly population has shown a strong interest in participating in online live streaming sales, but due to their relatively low acceptance of modern information technology, mobile devices, and application software, their adaptation speed is slow. This often leads to difficulties in using them, such as “knowing how to use but not proficient”, “wanting to buy but not daring to place orders easily”, and even affects their online shopping experience due to operational errors. This article aims to explore in depth the problems and confusions encountered by the elderly in participating in online live streaming sales consumption, and propose targeted optimization strategies based on this to promote more active, enjoyable, and healthy consumption behavior among the elderly in the digital economy era.