The Effect Of Risk Perception On Consumption Behavior

The three years since the outbreak of the new crown pneumonia epidemic have not only been the three years in which the virus has spread rapidly in China,but also the three years in which individual psychology and behavior have changed.The outbreak of sudden public events has brought great impact on the public’s psychology,behavior mechanism and social life.Due to the outbreak of sudden public incidents,the public has a sense of anxiety and fear under the influence of multiple environments,and the degree of risk perception continues to increase.The individual’s behavior and emotion produce greater changes and fluctuations,especially the individual’s high level of negative emotions.Research on consumer psychology points out that individual emotions and personality characteristics will affect individual irrational consumption behavior.Negative emotions are individual emotions,and coping styles are personality characteristics.Therefore,during the epidemic,both individual negative emotional conditions and coping styles may affect individual irrational consumption behaviors.In order to study the status quo of risk perception,negative emotion,coping style and irrational consumption of college students under sudden public events,the mediating effect between variables is explored.Therefore,it provides a theoretical reference for dealing with consumer psychology and behavior problems in public emergencies in the future.This study used the COVID-19 Risk Perception Scale,Positive and Negative Emotion Scale,Chinese Adult Coping Style Scale and Irrational Consumption Questionnaire to conduct questionnaire survey and data analysis on 1910 college students in Jiangxi,Guangdong,Shandong and other places.The key research findings:(1)The risk perception score of college students is 3.01±0.97,the negative emotion score is 2.88±0.98,the problem-focused coping score is 1.96±0.39,the emotional coping score is 2.65±0.53,and the irrational consumption behavior score is 4.28±1.32;(2)There are significant differences in gender,age,grade and monthly average disposable income among college students in terms of risk perception,negative emotions,focus on coping with problems,focus on emotional coping,and irrational consumption;(3)The correlation coefficient between risk perception and negative emotions of college students is 0.743(p<0.01);the correlation coefficient between risk perception and problem-focused coping is 0.525(p<0.01);the correlation coefficient between risk perception and emotional coping is 0.525(p<0.01);the correlation coefficient between negative emotions and focusing on coping with problems is 0.554(p<0.01);the correlation coefficient between negative emotions and focusing on emotional coping is 0.554(p<0.01);the correlation coefficient between negative emotions and irrational consumption is 0.580(p<0.01);the correlation coefficient between focusing on coping with problems and irrational consumption is 0.586(p<0.01);the correlation coefficient between focusing on emotional coping and irrational consumption is 0.586(p<0.01);(4)College students’ negative emotions and focus on problem coping play a chain intermediary role between risk perception and irrational consumption;(5)College students’ negative emotions and emphasis on emotional coping play a chain intermediary role between risk perception and irrational consumption.Analysis conclusion:(1)The four variables of risk perception,negative emotion,coping style and irrational consumption are significantly correlated with each other;(2)The mediating effect of negative emotions on risk perception and irrational consumption is significant;(3)Focusing on problem-solving has a significant mediating effect between risk perception and irrational consumption;(4)Emphasis on emotional coping has a significant mediating effect between risk perception and irrational consumption;(5)Negative emotions and problem-focused coping styles have a significant chain mediating effect on risk perception and irrational consumption;(6)The chain mediation effect of negative emotions and emotional coping styles on risk perception and irrational consumption is significant.