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  一些老年人观看到深夜、下单“不受控”

  银发族如何在直播间不乱花钱(民生一线)

  “三二一,上链接!”

  从去年11月开始,安徽合肥居民吴黎明发现奶奶赵静的手机里总能传来直播间的声音。“每天刷直播间到半夜,怎么劝也不听。”吴黎明说。

  伴随而来的是家里陆续到货的网购商品——5箱保健品、10瓶洗发水、10支牙膏。主播一喊“上链接”,赵静好像着了迷,总是忍不住下单。

  “我们看到了也会马上退货,但有时退货的速度还跟不上奶奶下单的速度。”提到这些,吴黎明有些无奈。

  和赵静一样,当下很多老年人沉迷直播间,由此产生了大量非理性购物行为。如何让老年人避免直播间非理性消费?

  养生噱头,限量发售

  警惕直播间营销套路

  每天下午3点半,在赵静常看的直播间里,一名自称国家级名医的“专家”会准时出现,围绕老年人关注的癌症、血压、血糖等话题讲解养生知识。

  讲解了不到20分钟,“专家”话锋一转,开始推销起自家一款保健饮品,号称有降低血糖、强化免疫、预防癌症的功效,“一瓶在手,所有问题都能解决”。同时因为是“限量款”,只有前100名顾客才有机会买到。

  等保健饮品上了链接,赵静马上下单购买了一箱6瓶,花费达5000元,随即该商品显示售罄。不过即使没有买到,主播随后还会“贴心”地补货,再次上链接。

  在吴黎明眼里,赵静过去一直省吃俭用,“穿了十几年的衣服都不舍得扔,更别提乱买东西了。”但是在线上直播间里,赵静突然变得舍得花钱了,“好多东西都是成箱成箱地买,要么说吃了能治病,要么说非常便宜,买到就是赚到。”吴黎明说。

  “对于老年人,特别是行动不便的老年人来说,直播间购物让他们足不出户就能买到需要的物品,带来了极大的便利。这对于银发经济的发展有促进作用,但值得警惕的是非理性消费。”南京大学城市科学研究院执行院长、社会学院副教授胡小武说。

  “相比传统的线下消费领域,部分直播间通过主播的营销策略,抓住老年人的情绪特点,同时创造了购物的紧张感、压迫感。对于部分消费节制能力不强的老年人来说,容易产生非理性消费。”胡小武说。

  健康焦虑,孤独情绪

  直播间互动带来心理安慰

  直播间非理性消费的背后,是老年人对身体状况的焦虑和缺少交流的孤独感。

  安徽省精神卫生中心老年心理科主任孔晓明已从事老年心理诊疗近20年,日常诊疗过程中经常遇到老年人因为血糖血压波动、阴影结节等问题而过度焦虑的情况。“老年人对健康问题特别敏感。养生直播间的保健品推销正是抓住了老年人的健康焦虑。”孔晓明说。

  面对衰老,老年人难免会有些心理落差。“由于退休后生活状态的变化和健康状况的下降,老年人可能会感觉自身被边缘化,自我价值认同进一步下降。”孔晓明说,“但是在直播间里,通过大量消费,老年人成为受到主播尊敬和感激的对象,重新找回了社会参与感。”

  这段时间,安徽合肥居民刘平发现独居的母亲张艳敏迷上了看直播,“我们来看她时,她也忍不住打开手机看。”

  张艳敏有几个常看的主播。在这些主播口中,60多岁的母亲成了“阿姨”“干妈”甚至是“姐姐”。看到张艳敏进入直播间,主播们还会主动打招呼,嘘寒问暖。

  渐渐地,张艳敏家里多了不少主播推荐的产品,“有不少保健品,还有项链、珠宝。因为她是一个人住,我们也不知道她还买了哪些东西。”刘平说。

  “直播间是一个具有强互动性的场域。对于平时缺乏亲子交流而感到孤独、抑郁的老年人来说,直播间互动成为老年人的替代性社交。他们甚至有时会觉得主播的嘘寒问暖比子女更贴心。为了与主播继续互动,部分老人会选择在直播间大量消费。”胡小武说。

  增加关注,完善监管

  保护老年人消费权益

  因为在直播间购物的事,刘平没少和母亲争吵。“每次我劝她不要买,她就不耐烦,有时甚至要大吵一架。”刘平说。

  在孔晓明看来,子女因为本身工作繁忙,倾向于对老年人在直播间非理性购物的行为简单化处理,而部分老年人又不善于表达自身诉求,家庭矛盾由此引发。“堵不如疏,子女要多关心老年人,了解他们的真正需求。”孔晓明说。

  家住安徽省合肥市庐阳区的老人岳兆华,最近正忙着张罗小区的太极晨练队。此前,她也一度沉迷于直播间,还买了不少保健品。两年前,女儿帮岳兆华报名了区里老年大学的太极班。“每天大家聚在一起锻炼,看手机的时间少了,身体也硬朗了,心情也更舒畅!”经过两年的学习,岳兆华在老年大学还交到了不少新朋友。

  “老年大学不仅能让老年人学到一技之长,也为他们提供了一个再度融入社会,丰富社会交往的平台。”庐阳区老年大学常务副校长张青林说。

  “不仅是老年大学,还有老年棋牌室、老年旅行团、家庭聚会等。关键是丰富老年人的社会活动,把他们从直播间拉回到现实生活中来。”胡小武说。

  子女不必将直播间购物视为“洪水猛兽”。“适度地观看线上直播的确有助于老年人降低孤独感。子女需要做的是帮助老年人形成底线思维,学会理性购物。”孔晓明说。

  “社区可以组织开展关于提升老年人媒介素养的讲座和互动活动,让其学会辨别直播间的营销手段。”安徽师范大学新闻与传播学院执行院长马梅说。

  监管亦不可缺位。从2024年5月开始,安徽省市场监督管理局在全省开展了直播电商规范经营三年提升行动。“截至目前,我们已监测直播3234场、检测时长6548小时,核查处置问题线索205条。”安徽省市场监督管理局网络交易监管处处长黄佳能说。

  “目前我们主要还是在‘双11’‘618’等关键节点,对头部直播间进行监管,难以做到全覆盖。”黄佳能认为,网络直播平台应主动履行老年人消费权益保护的主体责任,“一方面要建立风险识别模型,及时识别引导老年人非理性消费的直播间,特别是所谓的‘养生直播间’,一旦发现违规,对其进行警告乃至封禁处理;另一方面,可设置老年人防沉迷机制,对老年人每天观看时间、消费金额进行限制。”

  孔晓明还提示,老年人在直播间的非理性消费亦可能是认知能力下降的表征,“在阿尔茨海默病早期,部分老年人的个性会发生改变,甚至是向极端化发展。具体表现为冲动控制能力下降,倾向于选择即时满足,不经深思熟虑就做决定等。家属如果发现类似情况,应及时带老人到正规医疗机构就诊。”(人民日报记者罗阳奇)新闻结尾 一本久久道本道久久爱|感受游戏创新与经典的完美结合!的相关文章
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