A Comparative Study On The Consumption Patterns Of Elderly Healthcare In China

The large scale of China’s elderly population,the deepening degree of aging,and the rising number and proportion of the elderly population have had a profound impact on our society,ushered in opportunities and brought challenges to our society.At present,China’s average life expectancy has exceeded 78 years old,but the elderly still have health problems such as high proportion of chronic disease,longer duration of illness,and "survival with disease".The problem of "longevity and unhealth" of the elderly is increasingly apparent,and more and more elderly people have begun to pay more attention and investment to their own health problems before and after entering the old age stage,thus reflecting a stronger demand for healthy consumption,and healthy consumption has become the main consumption item of the silver group.However,with the increase of the age of the elderly,cognitive function and discrimination ability decline,there are some typical cases of infringement of the consumer rights and interests of the elderly in the elderly consumer market,especially in the field of health consumption.It affects and destroys the consumption environment of the elderly.Therefore,understanding the health care consumption pattern of the elderly in China can not only point out a new direction for China’s economic development,inject new vitality into China’s "silver market",but also help improve the quality of life of the elderly,and is an important guarantee for the happy life of the elderly in their old age.First of all,on the basis of combing the relevant research results on the health care consumption patterns of the elderly at home and abroad,this paper conducts an empirical analysis of the health care consumption patterns of the elderly,and finds that nearly a quarter of the elderly in China have health care consumption.Secondly,through factor analysis method,combined with Kotler’s consumption behavior model theory,five factors of "health care product factor","consumer demand factor","consumer psychology factor","consumption decision factor" and "marketing factor" were extracted according to the actual health care consumption behavior of the surveyed elderly.Third,combined with the existing research results,the five common factor scores extracted from each sample were used as the clustering standard,and the K-means clustering method was used to cluster the data,and finally the health care consumption patterns of the elderly were divided into four categories: free health care consumption mode,herd health care consumption mode,blind health care consumption mode,and rational health care consumption mode.Finally,according to the stimulus-response model,the causes,existing problems and influencing factors of the elderly health care consumption pattern are analyzed,and it is found that the health care consumption pattern of the elderly is the result of the joint action of various internal factors and external environment that determine and affect the elderly consumers,among which the internal factors include the monthly income level,physical health status,psychological loneliness of the elderly,and the external environmental factors include the children’s attitude towards the health care consumption of the elderly and the participation of the elderly in health care knowledge lectures.Through the above research results,this paper puts forward relevant countermeasures and suggestions on how the elderly can develop a rational health care consumption pattern: First,government departments should standardize the industry system,provide policy guarantees,strengthen health education for the elderly,enrich the spiritual life of the elderly,establish a creditworthiness file management mechanism,and cooperate with multi-department supervision.Secondly,in terms of society,enterprises strictly abide by the law,operate in good faith,and the mass media assume social responsibility,and guide the elderly to rational health care consumption.Third,take the initiative to care for the elderly from the perspective of the family,meet the spiritual needs of the elderly,advocate "cultural feedback",and strengthen intergenerational support.Finally,for the elderly themselves,they should seriously study health care knowledge,understand scientific health care knowledge,establish correct consumption concepts,actively participate in social activities,and adapt to the change of social roles.