疫情焦慮恐慌購物行為面面觀

A Study on the Panic Buying Behavior of Taiwanese People during the COVID-19 Outbreak

過去三年COVID-19 病毒的不斷變種，傳染性變強，傳染途徑無孔不入，讓台灣民眾在不知不覺中感染新冠病毒，何時是全球疫情的終止至今仍無答案。許多國家不定期的防疫居家隔離政策，誘發人們進行恐慌性搶購物品行為，進而對零售市場供應體系造成不利影響。因此，本研究以行為抑制、行為抗拒和結果預期等三理論為基礎，檢驗2022 年台灣疫情大爆發期間，知覺不確定、知覺嚴重性、知覺稀缺性和疫情焦慮感等心理因素如何影響消費者的恐慌購物行為。經由結構方程模型的假說檢定結果表明，知覺稀缺性、知覺不確定和知覺嚴重性都對疫情焦慮感有顯著正向影響。但僅有知覺稀缺性與疫情焦慮感會顯著影響台灣民眾疫情期間的恐慌性購買行為。總而言之，前述調查發現可為實證文獻提供補充，且有利於政府相關單位及零售業者於未來台灣社會面臨類似危機時之政策與供應鏈策略之參考。

Over the past three years, the COVID-19 continuously mutated and became more contagious. People in Taiwan would be infected anytime and not know when is the end of pandemic. Home isolation policies have induced people to do panic-buying which has a negative impact on the supply system of the retail market. Therefore, based on the three theories of behavioral inhibition system theory, reactance theory, and expectancy theory, this study examines how psychological factors such as perceived uncertainty, perceived severity, perceived scarcity, and anxiety affected the panic purchasing behavior of Taiwanese people during the outbreak of the COVID-19 in 2022. The results from structural equation modeling indicate that perceived scarcity, perceived uncertainty and perceived severity are positively associated with anxiety. However, only perceived scarcity and anxiety can significantly affect the panic buying behavior of Taiwanese people. Taken together, this survey findings can provide a supplement to the literature, and are beneficial to the reference of government and retailers in terms of policies and supply chain strategies when Taiwan society faces similar crises in the future.