中国老年消费者电子购物困境及应对策略研究

Research on the Dilemma and Strategies of Chinese Elderly Consumers in E-Shopping

依据老人网购状态将老年电子商务的潜在市场分为四个群体:非网民、不网购的网民、放弃网购的网民、小规模购物的网民。针对这四个群体开展访谈调查,共访谈了68个有效样本,分析老年消费者不上网、不网购、放弃网购以及少量网购的原因。研究发现老年消费者网购的三大困境依次是网购认知水平低、缺乏网购技能;对网购的风险感知强、信任度低;老人身心限制。据此,提出厂商实施精细化战略、推出适老化个性服务,社会机构开展适老化网购知识和技术培训,家庭多方面支持老年消费者使用网络购物等建议。

The potential market for elderly e-commerce can be divided into four groups based on their online shopping status: non-netizens, non-shopping netizens, non-shopping netizens who give up on online shopping,and those who shop online infrequently. In total, 68 valid samples were interviewed for these four groups in order to identify the reasons why elderly consumers do not shop online, do not go online, give up online shopping, and shop online infrequently. Based on the findings of the study, elderly consumers are faced with three major challenges when shopping online, including low online shopping cognition and a lack of online shopping skills, accounting for 35. 3%;strong risk perceptions and low trust in online shopping, accounting for 31. 2%;and physical or mental limitations of the elderly, accounting for 22. 5%. In light of this, it is recommended that e-commerce practitioners develop refined strategies, offer personalized services suitable for aging, social institutions provide training in online shopping knowledge and technology suitable for aging, and families provide support to elderly customers through online shopping.