微信小程序在银发电商中的应用研究:机遇、挑战与对策  

Research on The Application of WeChat Mini-programs in Silver-haired E-commerce:Opportunities,Challenges and Countermeasures

作　　者：马海涛 MA Haitao(Guangdong Open University,Guangzhou,Guangdong,China,510091)

机构地区：[1]广东开放大学,广东广州510091

出　　处：《广东开放大学学报》2025年第1期109-112,共4页JOURNAL OF GUANGDONG OPEN UNIVERSITY

基　　金：广东省社科项目基金“‘数智赋能’大湾区老年学习共同体建设研究”(GD25YJY18)。

摘　　要：当前我国60岁及以我上的老年人口已突破2.9亿,老年银发一族因需求丰富及货比三家的购物心理,逐步成为电商市场的重要消费力量群体。微信小程序因其无需安装,界面简洁和社交分享方便等优势,为老年人使用电商融入现代生活提供一个简单的平台。它能够有效降低老年人在使用电商平台时的技术门槛,并通过个性化推荐和社交互动的功能增强银发群体的参与感和信任度,提升了他们的购物体验和参与度,为老年人参与和融入科技大发展带来的便利做了很大贡献。Currently,China's elderly population aged 60 and above has exceeded 290 million.The"silver-haired"elderly,driven by their diverse needs and comparison-oriented shopping psychology,are gradually becoming a significant consumer force in the e-commerce market.WeChat Mini-programs,with advantages such as no installation required,simple interfaces,and convenient social sharing,provide a user-friendly platform for the elderly to engage with e-commerce and integrate into modern lifestyles.These programs effectively reduce technical barriers for elderly users in accessing e-commerce platforms while enhancing their sense of participation and trust through personalized recommendations and social interaction functions.This improves their shopping experience and engagement,significantly contributing to their ability to embrace the conveniences brought by technological advancements.

关 键 词：银发电商 微信小程序 社交信任 

分 类 号：F724[经济管理—产业经济] D669.6[政治法律—政治学]