重大公共危机事件对消费者恐慌性购买的影响研究

A Study on the Impact of the Major Public Crises on Consumer Panic Buying

重大公共危机事件的频繁发生与不断持续导致世界绝大多数国家或地区相继出现恐慌性购买,严重影响了供应链管理与社会秩序稳定,但对于其形成机理却缺乏关注与研究。通过两个实验研究发现:重大公共危机事件确实会引起消费者的恐慌性购买,病害类危机事件较之于灾害类危机事件更容易引起消费者的恐慌性购买;社会学习与控制补偿起共同中介作用;解释水平对共同中介效应起调节作用,即低解释水平者面对灾害类危机事件时更善于社会学习,而高解释水平者面对病害类危机事件时更易于控制补偿。研究结论不仅对深化与丰富公共危机事件、恐慌性购买和解释水平等理论具有重要意义,而且对于消费者、企业和政府机构等具有重要的管理启示。

The frequent occurrence and persistence of Major Public Crises(MPC)have led to successive consumers panic buying in most countries or regions of the world,seriously affecting global supply chain management,social order stability and national epidemic prevention and control programs,but there is a lack of attention to and research on its formation mechanism.Results of two experimental studies are as follows:major panic crises do give rise to consumer panic buying,and Disease Major Public Crises(DeMPC)are more likely to cause consumer panic buying than Disaster Major Public Crises(DrMPC);Social Learning and Compensational Control co-mediate the impact of MPC on consumer panic buying;and the construal level moderates the co-mediated effect,i.e.,those with a low construal level are more likely to let the social learning mediated effect prevail,while those with a high construal level are more likely to let the social learning mediating effect prevail.These conclusions not only have important theoretical significance for deepening and enriching the theories of public crisis,panic buying and construal level,but also have important managerial implications for consumers,businesses and government agencies.