公共卫生事件对居民非理性消费行为的影响

The Impact of Public Health Event on Irrational Consumption Behavior of Residents

新冠肺炎疫情作为一次公共卫生事件,不仅在社会层面对中国的经济和公共管理产生深远影响,而且在个体层面引发了居民心理与行为的某些改变,其中一个典型特征便是疫情中居民所展现出的非理性消费行为。本文以居民对疫情的风险感知与风险感知理论、恐惧感与恐惧管理理论、无聊感与相关心理理论为理论基础,选取从众性消费、冲动性消费和稀缺性消费三种行为展开研究。通过调研疫情期间全国31个省、市、自治区297个地级市1548名居民的相关数据,分析了疫情对居民非理性消费的影响机制。结果表明:(1)疫情会通过增强居民的风险感知、恐惧感和无聊感,提升他们疫情期间的从众性、冲动性和稀缺性消费倾向;(2)居民的物质主义倾向和共同居住人数会放大疫情对居民非理性消费的影响;(3)共同居住人数正向调节疫情对从众消费和冲动性消费的影响。

The COVID-19 epidemic,as a social emergency,has not only had a profound impact on the economy and public management of China,but also brought some changes in the psychology and behavior of residents at the individual level.One of the typical characteristics is the irrational consumption behavior residents exhibited during the COVID-19 epidemic.Based on the risk perception and risk perception theory,fear and terror management theory,boredom and related psychological theory,this paper selects three consumption behaviors in terms of conformity consumption,impulsive consumption and scarcity consumption for research.Through the investigation of the relevant data of 1,548 residents in 297 prefecture-level cities from 31 provinces across China during the epidemic period,the impact mechanism of the epidemic on residents’irrational consumption was analyzed.The results show that(1)the epidemic will increase the residents’conformity consumption,impulsive consumption and scarcity consumption through enhancing their risk perception,fear and boredom;(2)the materialistic tendency and the number of co-residents will magnify the impact of the epidemic on irrational consumption of residents;(3)the number of co-residents positively moderates the impact of the epidemic on conformity consumption and impulsive consumption.