| China has currently entered an aging society and is facing a very serious aging population.At the same time,the operation of online shopping has become increasingly simple and fast,breaking through time and geographical limitations,attracting more people to choose online shopping.Since the full outbreak of COVID-19,online goods have become extremely popular.The elderly also have the demand for online shopping,and gradually join this new type of shopping.Online shopping has become a major trend for the elderly.The "silver economy" dominated by elderly users is accelerating its rise,and its market potential cannot be underestimated.However,there are still many issues at present.Firstly,the online shopping needs of the elderly are not commensurate with their digital abilities,and a considerable number of elderly people still face the problem of the "digital divide" in their daily lives.Secondly,elderly users are prone to online shopping scams,and many online scammers are targeting the elderly,who often encounter a variety of online shopping scams.Once again,there are still difficulties in the development and transformation of aging adaptation,and the launch of various online shopping apps in the "senior model" has not been effectively considered from the perspective of elderly users.Finally,the elderly lack practical training platforms and communication improvement paths for learning new technologies.To this end,the General Office of the State Council has issued the "Implementation Plan for Effectively Solving the Difficulties of Elderly People in Using Intelligent Technology",and the Central Cybersecurity and Information Technology Commission has issued the "Action Outline for Improving Digital Literacy and Skills for the Whole People",both of which propose to help elderly people integrate into digital life.So it is very meaningful to conduct in-depth research on the digital capabilities of online shopping for the elderly population.This study starts with the actual situation of elderly users and studies the digital ability of online shopping among the elderly population in China,constructing an evaluation system for digital ability in online shopping.The specific research content and conclusions include:(1)Research on the Theory of Digital Ability in the Elderly Population.Conduct literature and online research on online shopping behavior research,digital ability research,and digital application research for the elderly,define the connotation of digital ability in online shopping for the elderly,and lay a theoretical foundation for research.(2)Research on the Current Status of Digital Ability in Online Shopping for the Elderly.By conducting a questionnaire survey on the attitudes,preferences,and current situation of elderly people in online shopping,independent sample t-tests and univariate tests were used to summarize the influencing factors of digital ability in elderly people’s online shopping,laying an empirical foundation for the construction of an evaluation index system for digital ability.(3)Construction of an evaluation system for the digital ability of elderly people in online shopping.Through semi-structured interviews,we collected the behavior and specific operation of the elderly group in online shopping,summarized the interview data using Grounded theory,and finally formed an evaluation scale with 4evaluation dimensions and 21 evaluation indicators.Using factor analysis and entropy method to comprehensively determine the weights of each indicator and construct an evaluation system.(4)Empirical research on the construction of We Chat applet platform for digital achievement test of online shopping for the elderly.Based on the evaluation system for the digital ability of elderly online shopping constructed in this study,develop a We Chat program testing platform based on the digital ability of group online shopping,provide an analysis report on the digital ability of elderly online shopping,and explore the shortcomings of the elderly’s online shopping process.Finally,propose strategies to enhance the digital capabilities of online shopping for the elderly population.This study combines theory and practice,focusing on the three concepts of elderly population,online shopping,and digital ability.The concept of digital ability in online shopping for elderly population is divided into device application ability,technology application ability,risk perception ability,and communication and sharing ability;And conducting research on the current status of digital capabilities in online shopping among the elderly population,it was found that an increasing number of elderly people are beginning to engage in online shopping and have a more positive attitude towards online shopping.They also use a variety of online shopping platforms and purchase a variety of products.The living area and cultural level have a significant impact on the digital capabilities of online shopping among the elderly population,while cultural level and income have a significant impact on their attitude towards online shopping;On this basis,establish a relatively scientific and comprehensive evaluation system for the digital ability of online shopping for the elderly population,forming an evaluation index system that includes four primary indicators: basic digital ability,digital application ability,perceived risk ability,and communication and sharing ability,as well as 21 secondary indicators;Based on the evaluation indicators,develop a mini program to apply it to real life,providing certain reference and reference for future research on digital abilities of the elderly population;Finally,strategies are proposed to improve the digital capabilities of online shopping for the elderly from four aspects: improving old-age security,promoting the elderly’s online shopping initiative,upgrading the elderly’s online shopping application to adapt to aging,improving the online shopping environment,enhancing the elderly’s awareness of digital security in online shopping,and carrying out multi-party digital communication and training for the elderly. |
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