在COVID-19的影响下,人们的心理和消费行为发生了一定的变化,其中比较典型的是居民非理性消费行为的增加。在我们的研究中,我们通过问卷调查和随机抽样的方法,调查了中国32个省份507位居民在COVID-19期间的消费行为变化。然后,我们借鉴行为心理学中的SOR模型和市场营销中的质量工程配置理论,运用中介效应和调节效应的原理,构建了研究COVID-19下居民非理性消费行为的应对方案和体系。对COVID-19下居民消费行为的非理性转变的原因进行了分析和探讨。我们的研究结果表明,居民对疫情的过度反应部分地调解了从疫情发生前的通常消费行为到COVID-19下的非理性行为的转变,而居民对政府防疫政策的积极认知则积极地调节了政府对居民对疫情的过度情绪反应的政策反应。我们的这部分研究可以为中国政府应对突发公共卫生事件下的居民非理性消费行为的控制提供理论和实践案例支持,同时也可以拓展类似学术研究课题的国际文献,创新研究视角。
Under the influence of COVID-19, people’s psychological and consumption behaviors have undergone certain changes, among which the more typical is the increase of residents’ irrational consumption behaviors. In our study, we investigated the changes in consumption behavior of 507 residents in 32 provinces of China during COVID-19 by questionnaire and random sampling method. We then built a response plan and system to study the irrational consumption behavior of residents under COVID-19 by drawing on the SOR model in behavioral psychology and the quality engineering configuration theory in marketing, and applied the principles of mediating and moderating effects. The causes of the irrational shift in residents’ consumption behavior under COVID-19 are analyzed and explored. Our findings show that residents’ overreaction to the epidemic partially mediates the shift from the usual consumption behavior before the epidemic to the irrational behavior under COVID-19, while residents’ positive perceptions of the government’s epidemic prevention policies positively moderate the government’s policy response to residents’ overemotional reaction to the epidemic. This part of our study can provide theoretical and practical case studies to support the Chinese government’s response to the control of residents’ irrational consumption behavior under public health emergencies, as well as to expand the international literature on similar academic research topics and to innovate research perspectives.