Research on the Consumption Mechanism and Strategy of Customized Distribution Service during COVID-19*

Purpose – The main purpose of this study is to explore the impact of consumers’ perception of COVID-19 risk on consumers’ willingness to use customized distribution services and get the feasible strategy of customized distribution service enterprises according to the results. Design/Methodology/Approach – Based on literature review and theoretical research, the relationship between consumers’ awareness of epidemic risk and their willingness to use customized online distribution service is clarified, and the mediating effect of anxiety of commodity purchase caused by the epidemic and consumers’ awareness of customized distribution service is clarified. Clarify the moderating effect of consumers’ doubts about the transparency of the information provided by the e-commerce platform and the quality of customized distribution service. In the post epidemic period, we should provide practical suggestions for the distribution service industry to seek new business models. Findings – This study clarifies the relationship between consumers’ risk perception of COVID-19(RP) and thewillingness to use customized distribution services, and explains the mediating effect of commodity purchase anxiety and the cognition of customized distribution service and the moderating effect of consumer suspicion. Research Implications – By analyzing the changes of consumers’ psychological and emotional changes combined with safety motivation behaviors in emergencies, we can identify the impact of safety motivation on consumer behavior in emergencies,and explain the changes and reasons of consumer behavior in COVID-19. Based on this, it provides countermeasures for enterprise development and economic recovery after the epidemic.