%0 Journal Article
%T 基于消费构建想象的社区 --对某老年保健品消费群体及其行为的研究<br>Constructing Imagined Community Based on the Consumption: A Case Study of the Aged Consumer Group of Purchasing Health Products and It’s Behavior
%A 于文洁 郑中玉
%J 社会学评论
%D 2018
%X 已有研究将老年保健品消费看做是一种非理性的经济行为，进而从营销和生理、心理等角度对这种消费行为的产生原因进行分析。但消费并不是纯粹的经济行为，而是日常生活世界的重要组成部分。本研究正是基于这一立场，强调老人群体消费行为的社会属性与社会需求的满足。通过对一个老年人消费者社区的研究发现：现阶段一些老年人由于家庭的空巢化和邻里关系的疏离而缺乏社会支持和具有归属感的社区，这就产生了某种客观的社会需求；而通过对保健品的消费使老年人获得可以建立社区关系网络的公共空间，通过仪式性活动累积对消费群体的集体情感，进而完成对社区的想象；同时，老年群体与工作人员形成的情感与经济相互交织的关系也进一步增加了这种社会空间和消费行为的吸引力。<br>： About aging people’s spending in health products, current studies consider this kind of spending as the irrational economic behavior, and then analyze the reasons of this consuming behavior from aspects of Marketing, Physiology and Psychology.. The consumption, however, is rather an important element of the world of daily life than a pure economic behaviour. Based on this position, our research pays more attention to social attributes and social demands of the elderly. Nowadays, the paucity of belongingness in communities and social supporting has revealed in numbers of the elderly as the result of the “Empty Nest” phenomenon in families and alienation in neighborhood. Thus a social demand might be generated by this situation. On the other hand, older consumers get public spaces which can be used to build social networks of the community by purchasing health products, accumulated collective sentiments by ritual activities, so that they could finish the imagination of the community through all these process. Moreover, emotional and economic factors are intertwined inside the relationship between aging people and the health products’ sellers. This also make the social space and consuming behaviors attractive even more
%U http://src.ruc.edu.cn/CN/abstract/abstract146.shtml