COVID-19期间焦虑和品牌话题搜索:疫苗接种行为的中介作用

IF 1 4区心理学 Q4 PSYCHOLOGY, SOCIAL

Social Behavior and Personality Pub Date : 2023-07-05 DOI:10.2224/sbp.12417

Tsang Hsien Wang

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引用次数: 0

摘要

我描述了一个国家层面模型的发展，以探索通过新冠肺炎疫苗接种行为，焦虑患病率是否与品牌主题搜索兴趣（BTSI）呈正相关。收集了60个国家的国家级焦虑患病率和疫苗接种率的次要数据。为了评估BTSI，我从谷歌趋势的国家搜索兴趣中提取了品牌关键词，组成了四类国家级BTSI。结果表明，生活在疫苗接种率和焦虑患病率较高地区的人对搜索娱乐和体育品牌非常感兴趣。新冠肺炎疫苗接种率正介导了旅游、电子游戏和体育类别的国家级焦虑患病率与BTSI之间的关系。这项研究增强了对新冠肺炎大流行期间消费者品牌主题搜索行为的理解，并提供了实际意义，使研究人员和政策制定者能够通过焦虑流行率和疫苗接种率来探索跨国家BTSI。

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Anxiety and Brand Topic Searches During COVID-19: The Mediating Role of Vaccination Behavior

I described the development of a country-level model to explore whether anxiety prevalence is positively associated with brand topic search interest (BTSI) through COVID-19 vaccination behavior. Secondary data for countrylevel anxiety prevalence and vaccination rate were collected for 60 countries. To assess BTSI, I extracted brand keywords from Google Trends' national search interests to compose four categories of country-level BTSI. The results indicated that people living in areas with higher rates of both vaccination and anxiety prevalence were significantly interested in searching for entertainment and sports brands. COVID-19 vaccination rate positively mediated the relationship between country-level anxiety prevalence and BTSI in tourism, video games, and sports categories. This study enhances understanding of consumers' brand topic search behaviors during the COVID-19 pandemic and offers practical implications that will enable researchers and policymakers to explore cross-national BTSI through anxiety prevalence and vaccination rate.

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来源期刊

Social Behavior and Personality PSYCHOLOGY, SOCIAL-

CiteScore

2.20

自引率

7.70%

发文量

117

期刊介绍： Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.