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首页> 外文期刊>SAGE Open >Conformity Consumer Behavior and External Threats: An Empirical Analysis in China During the COVID-19 Pandemic
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Conformity Consumer Behavior and External Threats: An Empirical Analysis in China During the COVID-19 Pandemic

机译：符合消费者行为和外部威胁：在Covid-19流行期间在中国的实证分析

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Conformity consumer behavior refers to a preference of using the behaviors or expectations of others as a guideline for one’s own consumption patterns. Significant characteristics of conformity consumer behavior have been observed during the COVID-19 pandemic, and it has greatly hindered resource allocation and pandemic management. Nonetheless, the reasons why a public health emergency, exemplified by COVID-19, triggers conformity consumer behavior remain unclear. This study proposes and tests a theoretical framework to explore the psychological mechanisms of conformity consumer behavior during the COVID-19 pandemic. Results indicate that pandemic severity positively affect conformity consumer behavior, sense of fear plays a mediating role between pandemic severity and conformity consumer behavior, and sense of control does not play a moderating role. This implies that fear drives conformity consumer behavior and people may tend to consume in this way when they perceive a strong sense of fear no matter how strong their sense of control is. The conclusion will help managers to guide consumer behavior during social crisis and emergencies.
机译：符合性消费者行为是指使用他人的行为或期望作为自己的消费模式的指导。在Covid-19大流行期间观察到符合性消费者行为的重大特征，并大大受阻资源配置和大流行管理。尽管如此，公共卫生紧急情况的原因是Covid-19，触发符合消费者行为仍然不明确。本研究提出并测试了理论框架，探讨了在Covid-19大流行期间符合消费者行为的心理机制。结果表明，大流行严重程度积极地影响符合性的消费者行为，恐惧感在大流行严重程度和符合消费者行为之间发挥了调解作用，而且控制权不会发挥调节作用。这意味着恐惧驱动者符合消费者行为，当他们在感知强烈的恐惧感时，人们可能往往会消耗强烈的恐惧感。结论将帮助管理者在社会危机和紧急情况下引导消费者行为。

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