风险偏好对公众购买行为的影响：以购买口罩为例

 2020年初，新型冠状病毒引发的肺炎蔓延，严峻的疫情形势使公众产生了焦虑、恐慌等情绪，甚至作出抢购物资、听信谣言等非理性行为。风险偏好是人们在决策与行为中愿意接受的风险程度。在这场国际关注的突发公共卫生事件中，消费者购买和使用卫生防疫物品的行为受到诸多因素影响，可以体现出自身的风险偏好水平。通过问卷调查探究公众风险偏好与购买行为之间的关系，挖掘问卷结果的关联规则得出：影响公众购买行为的因素主要包括消费者个体差异的性别因素、感知到的风险程度以及居住地疫情严重程度等。

The influence of risk preference on public purchase behavior: with the purchase of masks as an example

In early 2020, the COVID-19 spread to all parts of China and even other countries in a short period of time. The severe epidemic situation would put a psychological pressure on the public, resulting in anxiety, panic and other emotions, even some irrational behavior such as scare buying and becoming credulous of rumors. The risk preference is defined as the degree of the risk that people are willing to accept in their decisions and behaviors. In this public health emergency, the consumers' purchase and use of sanitary and epidemic prevention products reflects their risk preference. This paper explores the relationship between the public risk preference and the purchase behavior through a questionnaire survey, and it is found that the factors influencing the purchase behavior mainly include the gender factors, the perceived risk level and the severity of the epidemic situation in the residence area, as indicated by the Association Rule Mining.