Xue Hu, Jin Shanshan, Wu Qianrong, Geng Xianhui
College of Economics and Management, Nanjing Agricultural University, Nanjing, China.
Front Psychol. 2023 Mar 9;14:1075211. doi: 10.3389/fpsyg.2023.1075211. eCollection 2023.
This study explored the formation mechanism of consumers' self-protective behavior during the COVID-19 pandemic, which is very important for policy settings to regulate consumer behavior. Based on the basic framework of the Protective Action Decision Model (PADM), this study analyzed the formation mechanism of consumers' self-protective willingness from the perspective of risk information, and explained the deviation between consumers' self-protective willingness and behavior from the perspective of protective behavior attributes.
Based on 1,265 consumer survey data during the COVID-19 pandemic, the empirical test was carried out.
The amount of risk information has a significant positive impact on the consumers' self-protective willingness, where the credibility of risk information plays a positive moderating role between them. Risk perception plays a positive mediating role between the amount of risk information and the consumers' self-protective willingness, and the positive mediating effect of risk perception is negatively moderated by the credibility of risk information. In the protective behavior attributes, hazard-related attributes play a positive moderating role between the consumers' self-protective willingness and behavior, while resource-related attributes play the opposite role. Consumers pay more attention to hazard-related attributes than resource-related attributes, and they are willing to consume more resources to reduce risk.
本研究探讨了新冠疫情期间消费者自我保护行为的形成机制，这对于规范消费者行为的政策制定非常重要。基于保护行动决策模型（PADM）的基本框架，本研究从风险信息的角度分析了消费者自我保护意愿的形成机制，并从保护行为属性的角度解释了消费者自我保护意愿与行为之间的偏差。
基于新冠疫情期间1265份消费者调查数据进行了实证检验。
风险信息量对消费者自我保护意愿有显著正向影响，其中风险信息的可信度在两者之间起正向调节作用。风险认知在风险信息量与消费者自我保护意愿之间起正向中介作用，且风险认知的正向中介作用受到风险信息可信度的负向调节。在保护行为属性方面，危害相关属性在消费者自我保护意愿与行为之间起正向调节作用，而资源相关属性则起相反作用。消费者对危害相关属性的关注程度高于资源相关属性，且愿意消耗更多资源来降低风险。
