Analysis Of Irrational Consumption Of Health Care Products For Retired Old People In Urban Areas From The Perspective Of Rational Choice

With the continuous deepening of my country's aging,the consumption of health care products for the elderly has attracted widespread attention in recent years due to frequent problems.The consumption behavior of health care products for the elderly is not only “economic behavior”,but also “social behavior” embedded in the society.Therefore,this article explores the phenomenon of irrational consumption of health care products for the elderly from the rational choice theory of sociology.This paper adopts the research methods of qualitative research and quantitative research.According to the questionnaire survey,the retired elderly people in the urban area of X County have a common consumption of health products,and the single consumption amount is high.There is a phenomenon of impulsive consumption.Phenomenon;affected by personal health status and social needs,loneliness,and other factors.Based on the theoretical perspective of rational choice theory,the author conducted an in-depth analysis of the irrational consumption of health care products for retired elderly people through interviews and observation methods,and found that retired elderly people are driven by personal subjective wishes and attracted by the interaction environment of the community of health care product consumption.Actively approached the field of health products consumption.Structural factors such as society,family model,medical environment,etc.exclude the retired old people and push the irrational consumption of the old people.The sales side of health care products has grasped the psychological characteristics of the retired elderly,and it has been completely drawn into the torrent of health care product purchases,so that they are deeply involved.The irrational consumption behavior of health care products for retired elderly people is a rational choice made out of the satisfaction of their own comprehensive benefits under the combined effect of active factors and passive factors.They can get satisfaction from economic,emotional and cultural benefits.It is consistent with subjective rational behavior;but because the actor is influenced byfactors of reasonable value,emotional factors infiltrating the actor,traditional habits,and the actor's own physiological reasons,his rational choice behavior reflects a kind of limited rationality,which makes the elderly Impaired physical and mental health,resulting in intergenerational conflicts,leading to the continuous marginalization of the status of the elderly group,so it is objectively irrational from the perspective of the observer.In general,the irrational consumption of health care products for retired elderly in urban areas reflects the logic of individual occurrence that is intertwined between active and passive.From the individual to the system,it can be found that the root cause of individual behavior is still due to the impact of macro-prevailing consumerism,the market economy system,and the pension insurance system.Therefore,it is necessary to work together at the social,family,and government levels to solve urban areas.The phenomenon of irrational consumption of health products for retired elderly people.