Empirical Study Of Herd Behavior Under Emergencies

In recent years, various kinds of emergency occur frequently in our country. It not only endangers the life and property safety of the public, but also affects the public psychology. How to deal with emergencies effectively is a serious challenge that our people and government are facing. Herd behavior is a coping behavior that the public easily produce when emergencies occur. At present, herd behavior researches are mostly concentrated in theoretical analysis and coping strategies. Empirical research on herd behavior influence factors under the emergency is still rare. So, this research can optimize individual and government crisis response behaviors. In a word, this research has important theoretical and practical significance.Based on the reading and combing the researches of herd behavior at home and aboard. This paper reference to traditional consumption herd behavior model and combined with the characteristics of emergencies. Exploring how the personality types, risk perception and the group characteristics influence herd behavior. This paper constructed public herd behavior influence factor model under the emergency. In order to verify this model, some research hypotheses were put forwarded. Data collected through questionnaires and then analyzed data by using statistical analysis software. By verifying hypotheses, the following main conclusions have drawn. Under the emergency, Influence on the herd behavior of different personality types is not significant on the whole. But the herd behavior level of extraversion individuals compared to neuroticism individuals has a significant difference.The herd behavior level of extraversion individuals is significantly higher than that of neuroticism individuals. The herd behavior level of extraversion individual compared to openness individuals has a significant difference. The herd behavior level of extraversion individuals is significantly higher than that of openness individuals. Influence on the risk perception of different personality types is not significant on the whole. But the risk perception level of agreeableness individuals compared to openness individuals has a significant difference. The risk perception level of agreeableness individuals is significantly higher than that of openness individuals. The risk perception level of conscientiousness individuals compared to openness individuals has a significant difference. The risk perception level of conscientiousness individuals is significantly higher than that of openness individuals. Risk perception has a significant influence on herd behavior. The lower risk perception, the more likelihood of individuals herd behavior may occur. The higher risk perception, the less likelihood of individuals herd behavior may occur. Group size and herd behavior is positively correlated. The larger group size, the more likelihood of individuals herd behavior may occur. Group cohesiveness and herb behavior is positively correlated. The higher group cohesiveness, the more likelihood of individuals herd behavior may occur. Among the three factors, the influence of risk perception on herd behavior is the largest, second group cohesiveness and group size smallest.Finally, based on these research findings, this study provides the following proposals to optimize the crisis coping behaviors. First, individual’s personality types assessment shoulded be strengthened and the ability of crisis response should be improved. Second, the government should attach great importance to the risk perception measure and improve information dissemination channels. Third, group should be distinguished its characteristics and be guided with a healthy development way. Fourth, precaution system of psychology should be established and the psychology warning research should be valued.