Research and Analysis on Influence Factors of Consumers’ Online Purchasing Behavior After Pandemic in Perspective of Mental Accounting

The coronavirus disease 2019 (Covid-19) pandemic has had a large impact on the online industry. There is a lot of uncertainty in online shopping, which can make consumers perceive risks. Therefore, the decision-making process of consumers online is more complex than traditional shopping and it is important to study the psychological process of consumers in order to develop a realistic marketing strategy. This paper focuses on the study of the influence of online consumption factors on consumers’ online consumption behavior after a pandemic and establishes a “consumer black box” model by using the gain and loss evaluation principle in the mental accounting theory. On this basis, with consumers as the main research object, a questionnaire survey and empirical analysis are conducted. The results show that the three dimensions of convenience, online word-of-mouth, and the impact of the pandemic have a significant positive impact on the purchase intention of online consumers. Price has a negative correlation with consumers’ purchase intention. The research results will help guide e-commerce companies to enhance consumers’ perceived value and gain a sustainable competitive advantage.