| 摘要: | 全球之自然災害經常是對人們影響非常大的元兇，其所造成的負面影響甚劇；而在自然災害中，個體心理受創的可能性更是不可忽略，個體經過外界的刺激後，心理狀態受到影響，而其所採取的行為也可能因此大不相同。而在2020年初台灣受COVID-19以饗，本土疫情攀升，確診足跡遍布全國，中央疫情指揮中心遂於2020年5月19日宣布全台進入第三級警戒，限制外出活動，遠距上班／上課，外出實體活動被限制的同時，防疫用品的供應因環境影響受到極大挑戰，民眾紛紛進行恐慌性購物，恐慌性購物、搶購行為大為盛行，惟學術上對於消費者行為大多針對實體店面特質及網站品質為刺激或是以研究消費者行為為主題，或是主要為衝動購物而非恐慌性購物主題之文獻，故本研究之研究目的為，以SOR模型（Stimulus-Organism-Response）為理論基礎，利用COVID-19疫情為災難之例，透過以疫情環境變動為刺激如感知稀缺性、感知控制及感知風險，是否會影響消費者的心理狀態，如焦慮、自我效能感，而最終引起的心理狀態是否會引起恐慌性購物意圖，最後，控制點是否會對消費者心理狀態有調節影響。
本研究以線上問卷的方式採樣，最終蒐集401筆有效問卷投入分析，而研究結果表示，「感知稀缺性」會對「焦慮」產生正向且顯著影響，「感知控制」會對「焦慮」產生負向且顯著影響，「感知風險」會對「自我效能感」產生負向影響；「焦慮」對「恐慌性購物意圖」有正向且顯著影響，「自我效能感」對「恐慌性購物意圖」有負向影響；而「外部控制點」在「感知稀缺性」對「焦慮」的正向影響中存在正向調節作用。本研究結果揭示疫情環境變動確實會對消費者產生心理狀態的影響，而這些影響亦會確實的產生恐慌性購物意圖的消費傾向，本次研究解釋環境劇變的災害影響消費者的心理狀態，進而探討消費者的消費行為， 希望依研究結果及討論，供政府、供應商、零售商或後續研究參考。
;Natural disasters often have a significant impact on people, resulting in severe negative consequences. Within natural disasters, the possibility of individuals psychological distress is not to be ignored. People′s psychological states can be influenced by external stimuli, leading to various behaviors. In early 2020, Taiwan was hit by the COVID-19 pandemic, witnessing a surge in local cases that quickly spread nationwide. On May 19, 2020, The government declared a Level 3 alert. The supply of prevention supplies faced significant challenges due to environmental factors. Consequently, panic buying became widespread phenomena. However, existing literature on impulsive shopping rather than panic buying, related research is limited. Therefore, adopts the SOR model（Stimulus-Organism-Response） as a foundation, using the pandemic as a case study of a disaster. The aim of research is to knowing whether environmental changes triggered by the pandemic, such as perceived scarcity, perceived control, and perceived risk, would influence consumers′ psychological states, such as anxiety and self-efficacy. At last, to determine whether these psychological states would lead to an intention to engage in panic buying.
This study utilized an online survey to collect data, resulting in a total of 401 valid responses. The research findings indicate that "perceived scarcity" has a positive and significant impact on "anxiety," while "perceived control" has a negative and significant impact on "anxiety." Additionally, "perceived risk" negatively affects "self-efficacy." "Anxiety" positively and significantly influences "intention to engage in panic buying," whereas "self-efficacy" has a negative effect on it. Moreover, the "external locus of control" exhibits a positive moderating effect on the positive impact of "perceived scarcity" on "anxiety". These results reveal that environmental changes do indeed influence consumers′ psychological states, which significantly impact their inclination to engage in panic buying. This study sheds light on the effects of environmental crises on consumers′ psychological states and explores their consumption behavior. The results and discussions provided can serve as valuable references for government entities, suppliers, retailers, or future research. |
