Research on the Cause Analysis and Prevention and Control Mechanism of Over-marketing Health Care Products Purchased By The Elderly Under The Background of E-commerce Live Broadcast

Abstract

In recent years, with the rapid development of digital technology and the popularity of mobile terminals, e-commerce live broadcast as an emerging business model has rapidly penetrated into all areas of social consumption. However, the combination of real-time interaction, emotional rendering and time-limited promotion in the live broadcast scene makes it easier for products such as health care products to form consumption induction through verbal packaging and trust binding. Due to health anxiety, limited information screening ability and emotional companionship needs, elderly consumers often have irrational purchase behavior in the urgent atmosphere created by the anchor, resulting in excessive consumption of high-priced health care products and even fraud. This study constructs a hierarchical directed topology model by integrating decision-making laboratory analysis ( DEMATEL ) and interpretative structural modeling ( ISM ) in the field of system science, and systematically reveals the hierarchical correlation and action path of core influencing factors in the process of health care product consumption. It provides a quantitative analysis framework with both theoretical depth and practical value for the scientific regulation of the elderly health care product consumption market under the background of e-commerce live broadcasting.