老年消费群体网络购物行为及电商平台优化策略研究  

Study on Online Shopping Behavior of Elderly Consumer Groups and Optimization Strategies of E-Commerce Platforms

作　　者：葛颖 Ying Ge(School of Marxism,Nanjing Forestry University,Nanjing Jiangsu)

机构地区：[1]南京林业大学马克思主义学院,江苏南京

出　　处：《老龄化研究》2024年第6期2579-2584,共6页Aging Research

摘　　要：随着我国老龄化人口规模的不断扩大,老年消费群体已成为网络购物中不可忽视的群体。本文通过对老年消费群体的购物行为特征和老年消费群体面临的消费风险这两个方面进行分析,并针对电商平台的设计问题,对电商平台提出了简化操作流程、强化个性化体验、提升安全保障、深化用户体验等方面的优化策略,持续创新服务,为老年人打造更便捷、安全、愉悦的购物体验。As the scale of China’s aging population continues to expand,the elderly consumer group has become a group that cannot be ignored in online shopping.This paper analyzes the two aspects of shopping behavior characteristics of elderly consumer groups and consumption risks faced by elderly consumer groups,and for the design problems of the e-commerce platforms,it puts forward optimization strategies for the e-commerce platforms to simplify the operation process,strengthen the personalized experience,improve safety and security,and deepen the user experience,etc.,and continues to innovate its services to create a more convenient,safe and enjoyable shopping experience for the elderly.

关 键 词：老年消费群体 网络购物 电商平台 策略 

分 类 号：G63[文化科学—教育学]