The consumption demand for masks has decreased against a post-pandemic backdrop, and the importance of consumers' functional desire for wearing masks has arisen as a multifaceted and nuanced differentiation phenomenon. Researchers both domestically and internationally focus on emotion recognition, trust perception, and attractiveness perception when masks are worn, but there is a vacuum in their examination of the demand-influencing elements prior to mask purchases. Two key demand drivers for consumers to purchase masks in the post-pandemic setting are collected in Study 1 using in-depth interviews and qualitative analytic software Nvivo coding: functional needs and emotional needs. Through the questionnaire survey used in Study 2, the data results not only confirmed the coding findings of Study 1 but also revealed variances in mask choice among various age groups and genders. For mask businesses to develop marketing strategies, change, and upgrade in the post-pandemic context, the study findings serve as strategic references.

Yuanfang Zhu, Yi Ren, Liu He, Juntao Li. Research on the Implicit Demand Factors of Mask Purchase in the Post-Pandemic Background: Evidence from China. Academic Journal of Business & Management (2024) Vol. 6, Issue 9: 123-133. https://doi.org/10.25236/AJBM.2024.060918.

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