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COVID-19 期間造成恐慌性購買的心理因素研究
Other Title
A Study of the Psychological Factors That Cause Panic-Buying During COVID-19
Date Issued
2022-08-02
Author(s)
王政凱
Advisor
陳彥匡
Abstract
COVID-19期間造成恐慌性購買的心理因素研究
學生:王政凱 指導教授:陳彥匡 博士
國立臺中科技大學 流通管理系碩士班
摘要
自2019年末起,新冠肺炎病毒(COVID-19) 延燒全球。世界各地因此出現了恐慌性購買行為。造成恐慌性購買行為成因的研究近年來愈發重視。Omar等人(2021)以不確定性、感知嚴重性、感知稀缺性以及焦慮等心理因素建立了一個結構方程模型,用於分析馬來西亞消費者的恐慌性購買行為。本研究以台灣消費者為研究對象驗證了Omar等人(2021)所提出的模型,發現Omar等人(2021)所提出的模型並不適用於台灣的消費者。故本研究加入了感知風險構面對模型進行了擴充,提出了一個更適用於分析台灣消費者恐慌性購買行為的模型。研究結果發現造成台灣消費者恐慌性購買行為的成因與馬來西亞的消費者存在顯著差異,且焦慮是造成台灣消費者恐慌性購買最主要的成因,也在感知稀缺性與恐慌性購買之間存在中介作用。最後本研究也提出了學術與實務上的建議,提供後續的研究與業界及政府機關進行參考。
關鍵字:恐慌性購買、感知風險、焦慮、偏最小平方結構方程模型
學生:王政凱 指導教授:陳彥匡 博士
國立臺中科技大學 流通管理系碩士班
摘要
自2019年末起,新冠肺炎病毒(COVID-19) 延燒全球。世界各地因此出現了恐慌性購買行為。造成恐慌性購買行為成因的研究近年來愈發重視。Omar等人(2021)以不確定性、感知嚴重性、感知稀缺性以及焦慮等心理因素建立了一個結構方程模型,用於分析馬來西亞消費者的恐慌性購買行為。本研究以台灣消費者為研究對象驗證了Omar等人(2021)所提出的模型,發現Omar等人(2021)所提出的模型並不適用於台灣的消費者。故本研究加入了感知風險構面對模型進行了擴充,提出了一個更適用於分析台灣消費者恐慌性購買行為的模型。研究結果發現造成台灣消費者恐慌性購買行為的成因與馬來西亞的消費者存在顯著差異,且焦慮是造成台灣消費者恐慌性購買最主要的成因,也在感知稀缺性與恐慌性購買之間存在中介作用。最後本研究也提出了學術與實務上的建議,提供後續的研究與業界及政府機關進行參考。
關鍵字:恐慌性購買、感知風險、焦慮、偏最小平方結構方程模型
A Study of the Psychological Factors That Cause Panic-Buying
During COVID-19
Student: Zheng-Kai Wang Advisor: Yan-Kwang Chen, Ph.d
Department of Distribution Management
National Taichung University of Science and Technology
ABSTRACT
Since the late 2019, the COVID-19 virus has spread across the globe, sparking panic buying around the world. In recent years, more attention has been paid to the research on the causes of panic buying behavior. Omar et al. (2021) established a structural equation model based on psychological factors such as uncertainty, perceived severity, perceived scarcity and anxiety to analyze the panic buying behavior of Malaysian consumers. This study verifies the model proposed by Omar et al. (2021) with Taiwanese consumers as the research object, and finds that the model proposed by Omar et al. (2021) is not applicable to Taiwanese consumers. Therefore, this study added the perceived risk perspective model to expand, and proposed a more suitable model to analyze the panic buying behavior of Taiwan consumers. The results show that there are significant differences between the causes of Taiwanese consumers' panic buying behavior and those of Malaysian consumers. It is found that anxiety is the main cause of Taiwanese consumers' panic buying and also plays an intermediary role between perceived scarcity and panic buying. Finally, academic and practical implications of this study are also presented for further research and reference by industry and government agencies.
Keyword: Panic-buying, Perceived-Risk, Anxiety, PLS- SEM
During COVID-19
Student: Zheng-Kai Wang Advisor: Yan-Kwang Chen, Ph.d
Department of Distribution Management
National Taichung University of Science and Technology
ABSTRACT
Since the late 2019, the COVID-19 virus has spread across the globe, sparking panic buying around the world. In recent years, more attention has been paid to the research on the causes of panic buying behavior. Omar et al. (2021) established a structural equation model based on psychological factors such as uncertainty, perceived severity, perceived scarcity and anxiety to analyze the panic buying behavior of Malaysian consumers. This study verifies the model proposed by Omar et al. (2021) with Taiwanese consumers as the research object, and finds that the model proposed by Omar et al. (2021) is not applicable to Taiwanese consumers. Therefore, this study added the perceived risk perspective model to expand, and proposed a more suitable model to analyze the panic buying behavior of Taiwan consumers. The results show that there are significant differences between the causes of Taiwanese consumers' panic buying behavior and those of Malaysian consumers. It is found that anxiety is the main cause of Taiwanese consumers' panic buying and also plays an intermediary role between perceived scarcity and panic buying. Finally, academic and practical implications of this study are also presented for further research and reference by industry and government agencies.
Keyword: Panic-buying, Perceived-Risk, Anxiety, PLS- SEM
Subjects
恐慌性購買
感知風險
焦慮
偏最小平方結構方程模型
Panic-buying
Perceived-Risk
Anxiety
PLS- SEM
Type
master thesis