银发经济下农村电商的“数字包容性”困境与破解策略
The Dilemma and Solution Strategies of “Digital Inclusiveness” in Rural E-Commerce under the Silver Haired Economy

本研究聚焦人口老龄化与数字技术革命双重背景下的农村电商发展困境，系统分析农村老年群体在电商参与中的技术接入、使用能力及供需适配三重障碍。研究发现，农村地区基础设施薄弱导致物流网络覆盖不足与适老化改造滞后，老年群体数字素养断层与制度保障缺位加剧技术排斥，而市场主体效率优先逻辑与政策协同弱化进一步放大供需错配矛盾。通过构建“老龄化–数字化–乡村化”三元交互模型，提出技术赋能、能力建设、政策协同与模式创新四维破解路径。研究为实现农村电商与银发经济协同发展提供理论支撑，对完善适老化服务体系、缩小城乡数字鸿沟具有重要参考价值。
This study focuses on the development dilemma of rural e-commerce under the dual background of population aging and digital technology revolution, and systematically analyzes the three obstacles of technology access, usage ability, and supply-demand adaptation of rural elderly groups in e-commerce participation. Research has found that weak infrastructure in rural areas leads to insufficient logistics network coverage and lagging aging adaptation. The digital literacy gap and lack of institutional guarantees among the elderly population exacerbate technological exclusion, while the efficiency priority logic of market entities and the weakening of policy coordination further amplify the mismatch between supply and demand. By constructing a tripartite interaction model of “aging - digitization - ruralization”, a four-dimensional solution path is proposed, which includes technological empowerment, capacity building, policy collaboration, and model innovation. The research provides theoretical support for the coordinated development of rural e-commerce and silver economy, and has important reference value for improving the aging friendly service system and narrowing the digital divide between urban and rural areas.