污染效应在消费者行为领域的表现及其心理机制

随着健康问题越来越受到消费者的重视, 学者们对污染效应的研究和兴趣也与日俱增, 特别是在消费者的感知和偏好方面。在消费者行为研究中, 污染效应是指消费者会降低对他人接触过产品的感知价值。本研究主要回顾了在消费行为中污染效应的定义和特性, 然后从接触因素、位置因素、产品因素和社会因素等方面来探讨污染效应的前因, 并进一步归纳了污染效应对消费者行为的消极影响和积极影响。最后, 探讨了污染效应的理论基础和边界条件。在此基础上, 对污染效应在消费者行为领域的未来研究方向进行了展望。

The performance and psychological mechanism of contamination effect in consumer behavior

The pneumonia outbreak caused by the Novel Coronavirus (COVID-19) has been defined as a public health emergency by the World Public Health Organization and poses a serious threat to economic development worldwide. Since that COVID-19 is highly contagious, and the number of infected people and is unprecedented, many governments have taken strong measures to control the spread of COVID-19. In the face of sudden major disasters, people are prone to panic. As a result, individuals pay more attention to personal protection-related issues, and the consumption of protective and health products increases significantly (Yang et al., 2020). Because COVID-19 is spread mainly by droplets and contact, consumers are avoiding products that others may have touched or used for fear of catching the virus. Data from iiMedia Research also showed that the number of users of shared charging banks in China maintained rapid growth to 307 million in 2019. However, due to COVID-19, the number of users dropped to 229 million in 2020. It can be seen that consumers are increasingly concerned about health-related issues, thus amplifying the potential contamination effect on consumer behaviors.