COVID-19大流行给人们的日常生活带来了前所未有的变化，人们通过佩戴口罩等措施进行预防。尽管疫情威胁的逐渐消退，但是人们还是习惯于在外出场景下佩戴口罩，疫情对人们生活和行为的影响仍在持续。因此，在后疫情时代背景下，探究口罩对人类行为的各个方面的影响后效显得十分重要。消费决策是人们日常生活中常见的决策场景之一，在市场营销和消费者心理等领域开始关注口罩对消费行为的潜在影响。非欺骗性假冒是一种不道德的消费行为，是指消费者在知情的情况下购买假货，由于其对消费者、企业和整个社会的不利影响，近年来成为相关研究人员关注的重点方向之一。本研究探究了在后疫情时代，佩戴口罩和非欺骗性的假货购买意向之间的关系，探究感知匿名性和道德自我知觉在这种关系中的中介作用。

研究1探究了佩戴口罩对非欺骗性假冒购买意愿的影响。采用单因素被试间设计，通过对佩戴口罩组和未佩戴口罩组的消费者的假冒产品购买意愿的差异检验发现，佩戴口罩组的消费者非欺骗性假冒购买意愿显著高于未佩戴口罩组的消费者。

研究2隐匿了品牌信息，避免品牌卷入度和品牌效应对购买意愿的影响。进一步探讨感知匿名性与道德自我知觉对佩戴口罩和非欺骗性假冒购买意愿的作用机制。研究表明，佩戴口罩能够进一步提高消费者的感知匿名性，而感知匿名性会降低消费者的道德自我知觉水平，进而减弱道德自我知觉对非欺骗性假冒购买意愿的抑制作用。

研究3在真实购物情境中去验证佩戴口罩对非欺骗性假冒购买意愿的关系及内在机制。结果表明，在真实购物场景下，佩戴口罩依旧会增强消费者的非欺骗性购买意愿，感知匿名性和道德自我知觉的链式中介作用依旧存在。

通过三个实验，本研究发现佩戴口罩会增加消费者的非欺骗性假冒购买意愿，通过提高佩戴者的感知匿名性，感知匿名性降低其道德自我知觉水平，进而道德自我知觉水平对非欺骗性假冒购买意愿的作用减弱，导致佩戴者具有更高的非欺骗性购买意愿。

The COVID-19 pandemic brought unprecedented changes to people's daily lives, and people took precautions by wearing masks and other measures. Despite the fading threat of the epidemic, people are still accustomed to wearing masks in out-of-home scenarios, and the impact of the epidemic on people's lives and behaviors continues. Therefore, in the post-epidemic era, it is important to investigate the aftereffects of masks on various aspects of human behavior. Consumer decision making is one of the common decision making scenarios in people's daily lives, and attention is beginning to be paid to the potential impact of masks on consumer behavior in fields such as marketing and consumer psychology. Non-deceptive counterfeiting is an unethical consumer behavior, which refers to the informed purchase of counterfeit goods by consumers, and has become one of the key directions of interest for relevant researchers in recent years due to its adverse effects on consumers, businesses and society as a whole. This study explores the relationship between mask wearing and non-deceptive counterfeit purchase intentions in the post-epidemic era, exploring the mediating role of perceived anonymity and moral self-perception in this relationship.

Study 1 explored the effect of mask wearing on non-deceptive counterfeit purchase intentions. Using a one-way between-subjects design, a test of differences in the willingness to purchase counterfeit products between consumers in the mask-wearing and non-mask-wearing groups found that consumers in the mask-wearing group were significantly more likely to make non-deceptive counterfeit purchases than those in the non-mask-wearing group.

  Study 2 concealed brand information to avoid the effects of brand involvement and brand effects on purchase intentions. The mechanisms of the effects of perceived anonymity and moral self-perception on mask wearing and non-deceptive counterfeit purchase intentions were further explored. The study shows that wearing a mask further increases consumers' perceived anonymity, while perceived anonymity decreases consumers' level of moral self-perception, which in turn weakens the inhibitory effect of moral self-perception on non-deceptive counterfeit purchase intentions.

Study 3 was conducted to verify the relationship and underlying mechanism of wearing masks on non-deceptive counterfeit purchase intentions in a real shopping scenario. The results showed that wearing a mask still enhanced consumers' non-deceptive purchase intentions in the real shopping scenario, and the chain mediating effect of perceived anonymity and moral self-perceptions remained.

Through three experiments, this study found that wearing a mask increases consumers' non-deceptive counterfeit purchase intentions by increasing the wearer's perceived anonymity, which decreases their level of moral self-perception, which in turn reduces the role of moral self-perception level on non-deceptive counterfeit purchase intentions, leading to a higher non-deceptive purchase intention of the wearer.