关键词: 重大公共危机事件, 社会学习, 控制补偿, 解释水平, 恐慌性购买

Abstract: The frequent occurrence and persistence of Major Public Crises (MPC) have led to successive consumers panic buying in most countries or regions of the world, seriously affecting global supply chain management, social order stability and national epidemic prevention and control programs, but there is a lack of attention to and research on its formation mechanism. Results of two experimental studies are as follows: major panic crises do give rise to consumer panic buying, and Disease Major Public Crises (DeMPC) are more likely to cause consumer panic buying than Disaster Major Public Crises (DrMPC); Social Learning and Compensational Control co-mediate the impact of MPC on consumer panic buying; and the construal level moderates the co-mediated effect, i. e., those with a low construal level are more likely to let the social learning mediated effect prevail, while those with a high construal level are more likely to let the social learning mediating effect prevail. These conclusions not only have important theoretical significance for deepening and enriching the theories of public crisis, panic buying and construal level, but also have important managerial implications for consumers, businesses and government agencies.

Key words: the Major Public Crises, Social Learning, Compensational Control, Construal Level, Consumer Panic Buying