突发事件下个体抢购行为的影响因素分析——以新冠肺炎疫情期间口罩消费为例

Analysis of the Influencing Factors of Individual Rush Buying Behavior in the Event of Emergency:Taking Mask Consumption During Covid-19 Pandemic as an Example

新冠肺炎疫情爆发以来,口罩市场变化巨大,恐慌性抢购行为屡见不鲜,导致供需双方无所适从。以疫情下口罩抢购事件为例,通过问卷调查法收集数据,基于二元Logistic回归模型来探究突发事件下个体参与抢购行为的影响因素。结果表明:消费者年龄、受教育程度、职业状况、恐慌情绪、参照群体影响和产品稀缺性等因素对抢购意愿均产生显著影响,而口罩价格、收入水平等因素对口罩抢购意愿的影响并不显著,这看似有违常理,但却契合危机情境下急需品的真实消费情况,研究结果对危机情境下应急品的购买行为分析具有一定借鉴意义。

Since the outbreak of Covid-19,panic buying of masks has been often seen as the market has been changing rapidly.Taking the case of mask rush purchase under the epidemic situation as an example,the influencing factors of individual participation in the rush purchase behavior were explored based on the binary logistic regression model with data collected by questionnaire survey.The results show that the factors such as age,education level,occupation,panic mood,reference group influence and product scarcity all play significant influence on the willingness to buy masks,while the price and income level of masks have no significant influence.This seems to be contrary to the normal principle,but it is in line with the real consumption of urgently needed products in the crisis situation.The results of the study are of great significance to the analysis of purchasing behavior of emergency products in crisis situation.