How to overcome informational conformity consumer behavior when faced with threats of death is a social problem in response to COVID-19. This research is based on the terror management theory, the need to belong theory and the materialism theory. It uses a theoretical model to determine the relationships between threats of death and informational conformity consumer behavior. From 1453 samples collected during outbreak of COVID-19 in China, we used a structural equation model to test multiple research hypotheses. The result shows that threats of death are positively associated with a need to belong, materialism and informational conformity consumer behavior. The need to belong and materialism can play a mediating role between threats of death and information conformity consumption behavior, and perceived social support can play a moderating role between threats of death and information conformity consumption behavior.
【저자키워드】 Perceived social support, materialism, threat of death, need to belong, informational conformity consumer behavior, 【초록키워드】 COVID-19, threat, China, outbreak, management, Research, death, information, Support, hypotheses, collected, determine, overcome, 【제목키워드】 COVID-19, threat, China, Other, consumer, Period,