突发重大公共卫生事件时期消费者网络购物行为研究

Research on Consumers’Online Shopping Behaviors During Major Public Health Emergencies

本文以消费者心理和行为动机为综合研究视角,基于S-O-R理论框架构建重大公共卫生突发事件时期消费者网购行为的研究模型,探索消费者网络购物行为。实证分析发现:①突发重大公共卫生事件时期,消费者的网购动机主要受消费者安全需求、生理需求、网购方便性、网购商品性价比的影响且具有显著影响性。②突发重大公共卫生事件会引发消费者不同程度网络消费焦虑,其网络消费焦虑对网购方便性与网购动机、网购商品性价比与网购动机间的因果关系具有显著调节作用。③消费者的网络消费行为特征变化是网购动机和网购意向共同作用的结果。

This article took consumer psychology and behavior motivation as a comprehensive research perspective,and built a research model of consumer online shopping behavior during major public health emergencies based on the S-O-R theoretical framework to explore consumer online shopping behavior.Empirical analysis found that:①During major public health emergencies,consumers’online shopping motivation is mainly affected by consumer safety needs,physiological needs,convenience of online shopping,and cost-effectiveness of online shopping products,and has significant influence.②Sudden major public health incidents will trigger consumers’varying degrees of online consumption anxiety.Their online consumption anxiety has a significant adjustment effect on the causality between online shopping convenience and online shopping motivation,online shopping product cost performance and online shopping motivation.③The change of consumers’online consumption behavior is the result of the combined effect of online shopping motivation and online shopping intention.