居家体育用品应急消费行为的心理机制研究——基于新冠肺炎疫情背景

Consumer Decision Making Psychological Mechanisms Research Behind the Emergency Consumption of Home Training Equipment——Under the Background of COVID-19

探究在大型突发公共卫生事件(以新冠肺炎疫情为例)状况下,消费者的居家体育用品应急消费行为心理机制的变化。为了实现该研究目的,以双过程模型在决策中的作用和调节定向理论为基础,对影响居家体育用品应急消费的各因素以及各因素之间的关系进行了深度探讨。特别考虑了个人对外界环境的主观认知、个人主观状态、个人特征和动机因素之间的关系。采用了量表测量法并使用SPSS 25.0以及AMOS 25.0统计软件通过结构方程模型对有效数据进行最终分析以验证研究假设。结果显示消费者对新冠肺炎疫情时长认知使其更为强烈地感知到居家体育用品重要性;促进定向和感知到的时间压力在居家体育用品重要性的影响下,与体育专业知识程度共同多重中介新冠肺炎疫情时长认知对启发式商品评估模式的路径;感知到的压力与体育专业知识程度也同样多重中介了新冠肺炎疫情时长认知对启发式商品评估模式的路径。该研究具有理论和实践的双重意义,弥补了在公共卫生事件时期对体育用品消费现象和消费心理研究的不足之处,也为从事体育商业活动的相关人士在新冠肺炎疫情期间,或者下一次突发性公共卫生事件出现时,做出科学的商业决策提供了参考的理论依据。

The primary purpose of this study was to explore the mechanisms behind the emergency consumption of home training equipment in the context of a sudden worldwide public health crisis(COVID-19).The relationship between factors influencing the emergency consumption of home training equipment was explored by applying the dual-process decision-making model and regulatory focus theory.Specifically,perceived epidemic awareness,subjective state(e.g.,degree of promotion focus,perceived time pressure and perceived pressure),personal characteristics(e.g.,expertise in home training equipment),motivational factors(e.g.,perceived importance of home training equipment),and heuristic product evaluations were considered in the model.Data were collected by an online questionnaire and hypothesis testing was conducted through a structural equation modeling analysis using SPSS 25.0 and AMOS 25.0 statistical packages.The results indicate that greater epidemic awareness increased the perceived importance of home training equipment.The promotion focus and perceived time pressure were influenced by the perceived importance of home training equipment.Interactions among these factors had multiple mediation effects on the relationship between perceived epidemic awareness and the heuristic product evaluation mode through the degree of expertise.In addition,the influence of perceived pressure on expertise also multiple-mediated the relationship between perceived epidemic awareness and the heuristic product evaluation mode.This study was conducted during the COVID-19 crisis,so it provides valuable insights into emergency consumption behavior in the context of a sudden worldwide public health crisis.The results of this study can assist sports businesses during potential future pandemics or crises.