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| Title: | 新冠肺炎疫情影響補償性消費行為之研究
A Study On How Coronavirus Has Influenced Consumer Compensatory Consumption Behavior |
| Authors: | 蔡岫靜
Tsai, Hsiu-Ching |
| Contributors: | 張愛華
Chang, Ai-Hwa
蔡岫靜
Tsai, Hsiu-Ching |
| Keywords: | 新冠肺炎
消費者行為
補償性消費行為
購物療法
情緒
Coronavirus
Buying behavior
Compensatory consumption
Retail therapy
Emotion |
| Date: | 2021 |
| Issue Date: | 2022-02-10 13:23:32 (UTC+8) |
| Abstract: | 自從 2019 年底中國武漢地區爆發新冠肺炎(Coronavirus Disease-2019)之 後，世界各地開始進入疫情防備，疫情所導致的不確定性也圍繞在大眾生活中並 持續至今，此情緒很明顯的反應在特定的消費行為上，例如:搶購防疫物資、囤 購生活用品，或是在疫情趨緩後產生的報復性消費等，皆是在疫情期間經常出現 並討論的議題。而台灣在 2021 年 5 月也面臨疫情最終攻破防線確診人數每日激 增的情形，台灣民眾瞬間陷入恐慌，在疫情持續的蔓延下此消費行為的劇烈波動 更增加社會上的不安定。因此本研究欲探討新冠肺炎期間，消費者因情緒產生的 消費行為變化，並鎖定在台灣民眾在「補償性消費」行為上，探究為何有這樣的 行為產生，同時也更深入探討補償性消費行為的種類與強度，利用量化問卷調查 台灣民眾在疫情威脅下的消費心理改變與動機。本研究總共收集了 409 份有效問 卷，結果顯示大眾確實因為新冠肺炎的影響而產生補償性消費行為，且若個體因 為新冠肺炎所產生的負向情緒越嚴重時，產生的補償性消費行為則會更加明顯。
在此研究中嘗試在模型中加入與疫情下的「經濟狀態」、「消費者行為種
類」與「情緒調節能力」等三種相關的調節(干擾)變數進行探討，分析後發現
雖然疫情下人們的「經濟狀況」受到影響，但並不會有明顯的調節作用，顯示即
使經濟受到影響人們仍明顯想要透過消費購物使情緒獲得舒緩。在探討「消費者
種類(功利型、享樂型)」是否會對恢復性購物動機的產生有調節作用，發現在
疫情下消費者種類不足以影響人們想要消弭負向情緒而引發的恢復性消費動機，
即使身為功利型消費者的群體，也會想要透過消費來緩解內心的負向感受。在
「情緒調整策略(調整情緒策略與不調整情緒策略)」作為調節變數中，透過分
析可以發現，選擇不調整情緒策略的個體在「購物獎勵」的補償性行為中，有顯著的調節作用，顯示在疫情下，選擇不調整情緒策略的個體會越容易產生購物獎勵的行為。反之「衝動購物」和「購物成癮」的購物行為較為強烈穩定，不容易因為情緒調整策略方式不同而有所改變。本研究也利用調查結果探究若未來發生相似棘手的狀況時，民眾、企業以及政府可以如何因應，減緩產生的衝擊。
Since the end of 2019, China has found a new virus, named Coronavirus Disease- 2019; the virus still cannot be controlled by governments in the whole world and has killed plenty of people. This depression also shows in buying behavior all over the world. People tend to have more strong affection on purchasing with the changing of coronavirus status, for example, panic buying on Covid related products and staple goods, also showing compensatory consumption after the epidemic slows down. Because coronavirus is still a serious problem, and can strongly affect consumer behaviors, the research focuses on “compensatory consumption” in Taiwan and why people generate such type of purchase behavior during epidemic, and how we can expect in the near future if the same or related conditions happen again.
Results show that if a person faces a more negative outcome during Covid 19, he or she will shows more significant compensatory consumption. In the research we add“economic situation”“consumption behavior”and“mood control strategy” into the model as mediators and moderators, to have a deeper understanding of how people responding differently to the pendamic pressure. The results show that “economic situation” will not affect compensatory consumption; on the other hand, even if people face difficulties during the pandemic, they still want to heal mood by shopping. This research shows that even if people are rational shoppers, they still want to do irrational shopping to release pressure. The analysis of moderating effect of mood control strategy shows that if people choose not to change negative moods during the pandemic, they will have more possibility to show self-gifting behavior to heal bad moods. The research can provide insights to the theoretic investigation of consumer behavior, and can be used as a reference to companies and government on compensatory consumption during similar panic periods. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363094 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363094 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200081 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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