在COVID-19大流行期间消费负面情绪的影响:来自秘鲁的一项研究
Otto Regalado-Pezúa1, Orly Carvache-Franco2, Mauricio Carvache-Franco3
1ESAN Graduate School of Business, Universidad ESAN, Lima, Peru.
PloS one
|November 3, 2023
概括
在COVID-19大流行期间,社交网络和传统媒体并没有直接引起负面情绪,但影响了消费者行为,导致现有和新产品的购买增加.
科学领域:
- 消费者心理学 消费者心理学
- 媒体研究 媒体研究
- 行为经济学是一种行为经济学.
背景情况:
- 在全球范围内,COVID-19流行病显著改变了消费者行为.
- 对于企业来说,了解媒体在危机期间对购买决策的影响至关重要.
研究的目的:
- 在秘鲁的COVID-19大流行期间,调查媒体感知 (社交网络,传统媒体) 和消费者行为之间的关系.
- 检查消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者消费者
主要方法:
- 定量研究设计.量化研究设计.
- 用于数据分析的结构方程建模 (SEM).
- 数据收集来自秘鲁220名消费者的数据.
主要成果:
- 社交网络和传统媒体与消费者的负面情绪没有明显的关系.
- 这两种媒体类型都与消费者行为变化有显著的关系,特别是产品和新产品的购买量增加.
- 疫情期间的负面情绪与消费者行为的改变有关,包括购买更多和新商品.
结论:
- 像COVID-19这样的危机期间的媒体消费影响了消费者行为,而不仅仅是情绪反应.
- 企业可以利用对媒体影响的洞察力来理解和适应危机驱动的采购转变.
- 这项研究为流行病期间消费者行为的文献提供了经验证据.
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