老年保健品的消费变迁及行为逻辑研究

Changes in and Behavioral Logic of Healthcare Products for Older Adults

本文根据线上保健品消费大数据,采用文本情感分析和主题模型(LDA)方法,探究老年保健品的消费观念变迁及行为逻辑。研究发现,“药—食—补”的保健需求变迁不断滋生消费新主题,从各种胶囊、口服液到多维钙咀嚼片、五谷杂粮膳食,再到鱼油、蛋白粉、阿胶、西洋参片等滋补品。保健需求从追求药用治疗到饮食均衡,再向全面滋补转变,其中所形成的健康价值诉求构成了保健行为发生的前提,并在老年角色冲突、自我保护的情绪策略的推动下持续放大。在线上消费、子女健康焦虑投射、价格优势等场景的作用下,老年人及其家庭成员意图寻求自我身体价值提升、摆脱负向情绪判断,老年保健品的消费空间进一步释放。在该过程中,健康判断的主体认知推动行为的发生,由此带来围绕特定健康主题的消费行为变化,但基于社会物质快速膨胀所构建的消费泛化乃至消费主义值得反思。

Based on online healthcare consumption data,this paper uses text sentiment analysis and theme modeling(LDA)to explore the changing consumption and behavioral logic of healthcare products for the elderly.The study finds that the changing healthcare demand for"medicine-food-tonic"has constantly generated new themes of consumption,which brings changes in the health values of the elderly.Based on the value appeal derived from the changes in health care needs,the healthcare consumption is amplified by the role conflict and illusory emotional strategies of the elderly.Under the influence of online consumption,children's health anxiety projection,and price advantage,the elderly and their family intend to improve their physical value and get rid of negative emotional judgment,further releasing the consumption space of healthcare products for the elderly.The rise of consumerism derived from the rapid expansion of materialism is worth considering.