电商平台保健品购买路径的适老化设计与消费陷阱研究——基于济南市空巢老人的实证分析

A Study on the Aged-Friendly Design and Consumption Traps of Health Product Purchase Paths on E-Commerce Platforms—Based on an Empirical Analysis of Empty-Nesters in Jinan

摘要: 如今电商直播与社群团购的兴起，保健品营销加速从线下的“会销”到线上销售的迁移，情感缺失的空巢老人逐步成为当前数字时代消费陷阱的新目标。本文基于敲定可能性模型(ELM)，并且以济南市549名城市空巢老人为调查对象进行调研，采取线下一对一深度访谈以及线上线下问卷调研相结合的方法，探究电商平台保健品出售购买时路径中的适老化设计与消费陷阱的问题。调研发现，电商平台的信息中呈现的术语堆砌、资质信息蒙蔽等因素显著抑制老年人的中央路径能力，并且“老年人情感需求”和社区营销“拟亲属关系”强化了边缘路径依赖；电商平台算法推荐机制也进一步放大了老年人的健康焦虑，形成从点击、推送、焦虑到再点击的四个环节闭环。本研究揭示了电商情境下的“情感缺失–边缘路径激活–非理性消费”的决策链条，最后从平台适老化设计及算法伦理、家庭数字反哺、政府监管四个方面提出相关治理建议。

Abstract: The rise of e-commerce live streaming and social group buying has accelerated the shift of health product marketing from offline “seminar sales” to online sales, with emotionally neglected emp-ty-nest elderly gradually becoming new targets of digital-era consumption traps. Based on the Elaboration Likelihood Model (ELM), this study surveyed 549 urban empty-nest elderly in Jinan City, employing a combination of offline one-on-one in-depth interviews and online/offline questionnaire surveys to explore issues of aging-friendly design and consumption traps in health product sales on e-commerce platforms. The research found that factors such as jargon-laden information and opaque qualification details in platform content significantly inhibit elderly users’ central route processing ability, while “elderly emotional needs” and the “pseudo-familial relationships” of community marketing strengthen peripheral route reliance. Additionally, e-commerce platform algorithmic recommendation mechanisms further amplify health anxiety among seniors, forming a closed loop of click-through, push notifications, anxiety, and repeated clicks. This study reveals the decision-making chain of “emotional neglect-peripheral route activation-irrational consumption” in e-commerce contexts, and proposes governance recommendations from four perspectives: platform aging-friendly design and algorithm ethics, family digital support, and government regulation.