Analysis of Factors Influencing People’s Mask Consumption Behaviors in COVID-19 Based on Big Data

Under COVID-19, masks have become necessary for people's lives. Taking the mask market affected by the epidemic as an example, based on data mining, through questionnaire survey and research results, literature review, this paper discusses the mask consumption behaviour (MCB) and its influencing factors (IFs) under the COVID-19. MCB mainly through the following three aspects to describe the mask, including the amount of MCB (AMCB)and mask use frequency (MUF) and household mask Holdings (HMH), in the IFs of consumer's online preference for mask consumption (COP), consumer's offline preference for mask consumption (COFP), Wearing comfort of the mask (WCM), government's mask related policies (GMRP), Mask related crowd mind (MRCM), Enterprise's mask related policies (EMRP) and Mask Characteristics (MC) are studied. According to the results fitted by the data model, enterprises can refer to and optimize their marketing strategies, improve the problems existing in the mask sales strategy, and improve consumer satisfaction to promote the development of the mask market. The government can refer to and solve the potential problems.