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Research on the Paradox of Staying Up Late and Its Consumption Transformation Mechanism

Author(s)

Yue Yuan1, Tianyi Min1, Xiaoyang Chen2, Chenyue Mu1, Xianyi Pei3, Yan Guo1,*

Affiliation(s)

1School of Management, Henan University of Technology, Zhengzhou, Henan, China 2School of Artificial Intelligence and Big Data, Henan University of Technology, Zhengzhou, Henan, China 3School of Mathematics and Statistics, Henan University of Technology, Zhengzhou, Henan, China *Corresponding Author

Abstract

The phenomenon of staying up late is common, but the fracture mechanism between health cognition and sleep behaviour and its impact on the demand for intelligent sleep-aid products are still lacking empirical verification. This study takes 603 resident questionnaires from Zhengzhou City as a sample, and uses structural equation model and hierarchical regression analysis to test the paradox of health knowledge, trust and behaviour and its transformation path to purchase willingness. The results found that the respondents’ health cognition and belief level is relatively high, but the difficulty of behavioural execution is prominent, showing the characteristics of “knowledge, high confidence, low line”; cognition and belief cannot directly reduce the frequency of staying up late, and behavioural execution difficulties are the core variables affecting the frequency of staying up late (β=0.511, p<0.001), and in recognition It plays an intermediary role between knowledge and the frequency of staying up late. Further analysis shows that behavioural execution difficulties indirectly promote the willingness to buy through health anxiety (indirect effect 0.119), which constitutes the transmission path of “difficulty → anxiety → willingness to buy”; perception of usefulness, health willingness to pay and marketing impact are significant drivers of willingness to buy, and health anxiety only plays the initial trigger. Effect, its effect is then absorbed by the above variables. Research shows that the root cause of the dilemma of staying up late lies in execution rather than cognition. The core value of intelligent sleep aid products should be located in reducing the cost of behavioural execution rather than the popularisation of knowledge.

Keywords

Staying Up Late; KAP Paradox; Behavioral Execution Difficulty; Health Anxiety; Purchase Intention

References

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