A Study on the Consumer's Unreasonable Consciousness in the Event of Corona 19 Infectious Disease Crisis

Abstract

Background/Objectives:In this study, we analyzed the relationship between unusual and negative emotions such as ' Sense of isolation', 'Anxiety', 'Feeling of anger', Feeling of fatigue' and phenomena observed as unreasonable consumption due to long-term strong 'social distance'. Unreasonable consumption in the midst of a disaster called 'compensation consumption' seems to be due to impulse and compensation psychology. However, contrary to expectations, the effects of negative emotions were somewhat different from hypotheses.

Methods/Statistical analysis: The survey targets distributed and collected questionnaires from 308 people who have experienced meeting or executing consumption arising from social distance. The collected data verified the suitability of the structural equation model and the causal relationship for each concept.

Findings:First, Sense of isolation does not have a significant effect on impulse and compensation psychology, but rather has a negative correlation with compensation psychology. Second, Anxiety has been shown to have a significant effect only on compensation psychology. Third, Feeling of anger has been shown to have no significant effect on both impulse and reward psychology. Irreasonable consumption, so-called 'revenge consumption', is judged not to be the result of anger but the increase in surplus disposable income during the blockade period. Finally, Feeling of fatigue appears to have a negative effect on compensation psychology, such as Sense of isolation.

No evidence has been found that the irrational consumption phenomenon, which occurs when the blockade is temporarily lifted, is the result of an emotional expression as a temporary increase in disposable income, not an impulse purchase or compensation purchase caused by anger, such as the term "revenge consumption." Therefore, the government needs policies to induce consumption through temporary reduction of special consumption tax and other measures to boost consumption. In addition, strong containment policies over a long period of time can play a very important role in preventing the spread of infectious diseases, but the stronger and longer the blockade is, the more likely it will have a negative impact on the economy. Therefore, the government will have to make very careful decisions in the intensity and cycle of containment and mitigation..

Improvements/Applications: Through this study, it provides policy implications for the market stability structure that can minimize psychological and property damage due to the prevention of safe living rights from crises such as infectious diseases and unstable consumer sentiment.