老年人保健品消费的心理特征探析——以城市老年群体为例

An Analysis on the Psychological Characteristics of Health Care Products Consumption for the Elderly—Taking the Urban Elderly Group as an Example

摘要: 随着中国的老年人人口数量的急剧增加，社会老龄化现象已经愈加凸显出来，更多城市老年人也逐渐关注自身的健康水平及生活形态，他们认为养生保健是维护身体健康的主要方式之一，老年人群体也愈加追捧各种新兴的保健产品并不惜花大钱盲目消费，极易造成有损老年人身心健康的恶劣后果。故本文先通过梳理分析老年人在保健品消费过程中出现的三类社会心理和消费心理的认知偏差等特征，并阐述其凸显的心理特征背后的影响因素及造成的不良消费结果等，从而从政府、社会以及家庭角度对老年人健康消费心理提出针对性的解决对策，以确保老年人能够树立正确的养生保健观念，能够理性消费，安享晚年。

Abstract: With the rapid increase in the number of elderly people in China, the phenomenon of social aging has become increasingly prominent. More urban elderly people are also gradually paying attention to their own health level and lifestyle. They believe that health care is one of the main ways to maintain physical health. The elderly population is also increasingly pursuing various emerging health products and blindly spending large amounts of money, which can easily lead to adverse consequences that harm the physical and mental health of the elderly. Therefore, this article first analyzes the three types of social psychology and cognitive biases that occur in the consumption process of health products among the elderly, and elaborates on the influencing factors behind the prominent psychological characteristics and the adverse consumption results caused. From the perspectives of the government, society, and families, targeted solutions are proposed for the healthy consumption psychology of the elderly to ensure that they can establish a correct concept of health care, being able to consume rationally and enjoy one’s old age peacefully.