风险感知对消费行为的影响：负性情绪与应对风格链式中介

The Effect of Risk Perception on Consumption Behavior: The Chain Mediating Negative Emotion and Coping Style

摘要: 目的：考察突发性公共事件下大学生风险感知与非理性消费的关系以及负性情绪和应对风格链式中介作用。方法：采用新冠肺炎疫情风险感知量表、正负性情绪量表、中国成年人应对风格量表和非理性消费问卷，对1910名大学生进行问卷调查，采用SPSS 26.0进行描述统计分析，采用PROCESS 3.5进行链式中介效应分析。研究结果：(1) 风险感知与负性情绪、注重问题应对、注重情绪应对、非理性消费显著正相关(r = 0.743, 0.525, 0.525, 0.566, P < 0.01)；负性情绪与注重问题应对、注重情绪应对显著正相关(r = 0.554, 0.554, P < 0.01)；(2) 负性情绪在风险感知和非理性消费中的中介效应显著[效应值为0.231，Boot SE = 0.036, 95% CI (0.161~0.302)]；注重问题应对在风险感知和非理性消费中的中介效应显著[效应值为0.114, Boot SE = 0.020, 95%CI (0.076~0.156)]；注重情绪应对在风险感知和非理性消费中的中介效应显著[效应值为0.114, Boot SE = 0.020, 95%CI (0.077~0.156)]；(3) 负性情绪与注重问题应对方式在风险感知和非理性消费中的链式中介效应显著[效应值为0.126, Boot SE = 0.016, 95%CI (0.095~0.160)]；负性情绪与注重情绪应对方式在风险感知和非理性消费中的链式中介效应显著[效应值为0.126, Boot SE = 0.017, 95%CI (0.094~0.159)]。结论：风险感知可以直接影响大学生非理性消费行为，还可以通过负性情绪和应对风格的单独中介和链式中介作用间接影响大学生非理性消费行为。

Abstract: Objective: To investigate the relationship between college students’ risk perception and irrational consumption, as well as the chained mediating effect of negative emotion and coping style under sudden public events. Methods: Using the COVID-19 Epidemic Risk Perception Scale, the Positive and Negative Emotion Scale, the Chinese Adult Coping Style Scale and the Irrational Consumption Questionnaire, a questionnaire survey was conducted among 1910 college students. SPSS 26.0 was used for descriptive statistical analysis, and PROCESS 3.5 was used to conduct chain mediation analysis. Research results are: (1) Risk perception is significantly positively correlated with negative emotions, problem-focused coping, emotional coping, and irrational consumption (r = 0.743, 0.525, 0.525, 0.566, P < 0.01); negative disposition was significantly positively correlated with problem coping and emotional coping (r = 0.554, 0.554, P < 0.01); (2) Negative emotion has a significant mediating effect between risk perception and irrational consumption [Effect value = 0.231, Boot SE = 0.036, 95% CI (0.161~0.302)]; focusing on problem-solving has a significant mediating effect between risk perception and irrational consumption [Effect value = 0.114, Boot SE = 0.020, 95% CI (0.076~0.156)]; emphasis on emotional coping has a significant mediating effect between risk perception and irrational consumption [Effect value = 0.114, Boot SE = 0.020, 95% CI (0.077~0.156)]; (3) Negative emotions and problem-focused coping styles have a significant chain mediating effect on risk perception and irrational consumption [Effect value = 0.126, Boot SE = 0.016, 95% CI (0.095~0.160)]; negative emotions and emotional coping styles have a significant chain mediating effect on risk perception and irrational consumption [Effect value = 0.126, Boot SE = 0.017, 95% CI (0.094~0.159)]. Conclusion: Risk perception can directly affect the irrational consumption behavior of college students, and can also indirectly affect the irrational consumption behavior of college students through the individual mediation and chain mediation effects of negative emotions and coping styles.