Author(s)

Fagang Hu ¹, Yaliu Yang ¹, Kun Wang ², Jun Xie ¹, Yu Wang ¹

Affiliation(s)

¹ Business School, Suzhou University, Suzhou, Anhui, China
² School of Management, Suzhou University, Suzhou, Anhui, China

Corresponding Author

Yaliu Yang

ABSTRACT

In order to explore what factors affect the consumption behavior of rural residents under the Major public health emergency, especially, whether psychological factors such as psychological needs and anxiety have a significant impact on their online consumption behavior. Questionnaire survey method was used to collect the data. This paper designed questionnaire and collected data of rural residents' online consumption behavior. 543 valid questionnaires were collected. Factor analysis was used to analyze the influencing factors of network consumption. Six common factors were extracted, which were emotion factor, commodity attribute factor, commodity source factor, income factor, post-epidemic behavior expectation factor and channel factor. According to the data analysis results, countermeasures and suggestions were put forward from the perspectives of government, e-commerce industry or enterprises and rural network consumers. Emotional factors such as anxiety significantly affect the online consumption behavior of rural residents. Online shopping makes rural residents happier, more secure and have a sense of gain. These findings reveal the importance of psychological factors. During the epidemic and after the pandemic, we should pay attention to emotional factors and other psychological factors to form a good emotional experience when carrying out Internet marketing.

KEYWORDS

Rural residents, online consumption behavior, psychological needs

CITE THIS PAPER

Fagang Hu, Yaliu Yang, Kun Wang, Jun Xie, Yu Wang, Analysis of Influencing Factors of Rural Residents' Online Consumption under the Major Public Health Emergency. Financial Engineering and Risk Management (2023) Vol. 6: 22-33. DOI: http://dx.doi.org/10.23977/ferm.2023.060803.

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