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With the development of the economy and society, the consumption level of middle-aged and elderly increased gradually. Thus, the consumer market for healthcare products became larger and focus-oriented, becoming one of China's most promising and dynamic industries. Regarding the consumption of healthcare products for the middle-aged and elderly, promoting widespread consumption, high consumption expenditure, and diversified purchase channels could improve the far-reaching impact on health and help the community reduce unnecessary medical expenses. The purpose of this study was to investigate the significant difference in purchase intention of health care products among groups of different control variables of middle-aged and elderly consumers in the Yangtze Delta Region; to evaluate the influencing mechanism of the Yangtze River Delta, middleaged and elderly consumers' purchase intention on health care products is based on perceived value, perceived risk, perceived usefulness, and subjective norm, and; to suggest feasible marketing strategies for the healthcare product market to improve the purchasing perception and attitude of the middle-aged and elderly consumer targeted group. Four hundred and six middle-aged and elderly consumers in the Yangtze River Delta Region completed questionnaires through online survey platforms by random sampling in December 2022. The results showed the importance of perceived value, perceived risk, perceived usefulness, and subjective norm substantially impact the targeted group's perception. Other intermediate factors of functional and social values, product and aftersale risks expected confirmation, and social media marketing showed as influencing elements for the middle-aged and elderly consumers in the perception of purchasing healthcare products in the post-pandemic era.