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研究不同因素影响下个体的抢购行为决策规律,有利于危机管理部门进行有效的策略构建。从个体对危机环境的主观反应和客观特征两方面因素,提出个体抢购行为决策的影响因素概念模型及研究假设,并运用调查问卷和二元Logistic回归方法进行实证研究。结果表明,对危机事件越恐惧、对政府越不信任、媒体报道造成的压力越大、对可能危险源的防备心理越强、越容易相信噪音的个体参与抢购的概率越大。女性比男性更容易参与抢购,随着年龄层次的提高,参与抢购的概率下降。而对政府公开信息诉求、年收入水平、职业对个体的抢购行为决策没有显著影响。
Studying the rules of individual buying behavior under the influence of different factors will help the crisis management department to carry out effective strategy construction. From the individual’s subjective response to the crisis environment and the objective characteristics, this paper proposes the conceptual model and research hypothesis of influencing factors in the decision-making of individual buying behavior, and conducts empirical research with the questionnaire and binary logistic regression. The results showed that the more fearful of crisis events, the less trust the government, the greater the pressure on media coverage, the stronger preparedness for possible dangerous sources and the greater the probability that individuals who are more likely to believe in noise will participate in the buying. Women are more likely to participate in buying than men, with the increase of age, the probability of participation in buying panic decreases. However, there is no significant impact on government’s public information demands, annual income level and occupation’s decisions on buying behavior.