Health or Death? The Online Purchase Intentions of Consumers during the COVID-19 Pandemic (original) (raw)
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DergiPark (Istanbul University), 2022
This study, designed based on the psychological reactance theory, examined the reasons and consequences of the increase in customers' online shopping experiences during the Covid-19 period from a customer-based perspective. In the model formed with the idea that the fear of contracting Covid-19 is a reason for the increase in online shopping, the effect of the fear of contracting Covid-19 on trust in online shopping was evaluated. In addition, the effect of trust in online shopping on the value of the online shopping experience during the Covid-19 process was exhibited. It was also determined that the effects of the online shopping experience value on online shopping addiction reveal the online shopping behavior of customers. Using the PLS-SEM algorithm, a questionnaire form was applied to 231 participants (increased to 5000 participants by bootstrapping method) with the convenience sampling method, and the collected data were analyzed using SEM (Structural Equation Modeling). As a result, it was concluded that the fear of contracting Covid-19 increased the trust in online shopping, and the trust in online shopping affects customer value perceptions (hedonic and utilitarian). Another notable result is hedonic value, one of the customers' online shopping value perceptions, affects all dimensions of customer online shopping addiction, but it has been noted that utilitarian value perceptions have no effect on the dimensions of online shopping addiction.
Journal of Distribution Science, 2021
Purchasing food via online shopping channels is booming during Covid-19 Pandemic in Vietnam. However, the perceived risks of food bought via online shopping channels may discourage consumers. Hence, this study assesses the effects of perceived risks on food purchase intention via online shopping channels in Vietnam. Research design, data and methodology: This study applied the multiple regression analysis with 253 samples collected from consumers who frequently purchase food via online shopping channels in Vietnam. The questionnaire is provided to respondents via Google Form. The sample collection method is convenience sampling. Three hundred samples were collected, but 253 samples are used after filtering the responses with missing data. The Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The results show that product risk, security risk, time risk, and fraud risk of the seller negatively affect the intention to buy food via online shopping channels in Vietnam. Conclusions: The study provides several implications and recommendations for food companies and online food sellers. Reducing customers' perceived risks online food makes customers more willing to buy food online during Covid-19 Pandemic. Limitations and suggestions for further research are also discussed.
IAEME PUBLICATION, 2020
The Covid-19 pandemic, which started to be seen intensely in the world in December 2019 and has been present in our country since the first months of 2020, has greatly affected life especially as of March 2020. In line with the measures taken by the Ministry of Health, production has come to a halt outside certain sectors such as food and logistics, and public life has been deeply affected by curfews. The great losses due to a pandemic, insufficient certain services, the lack of masks, disinfectants or similar healthcare materials during the periods when the pandemic was experienced the most, increased the awareness of consumers about health and developed sensitivity in this regard. In the light of these changes, while the consumption of many products, which were defined as compulsory goods in the past, decreased, the consumption of the products classified as hedonic increased and the definitions of hedonist and utilitarian consumption have changed to a great extent. In this study, in order to determine the effects of pandemic, which is still ongoing, on consumer preferences, in-depth interviews were made with 60 people face to face, by telephone and video conferencing method, and the changes in post-pandemic consumption habits were tried to be revealed.
Psychological factors and consumer behavior during the COVID-19 pandemic
PLOS ONE, 2021
The COVID-19 pandemic is far more than a health crisis: it has unpredictably changed our whole way of life. As suggested by the analysis of economic data on sales, this dramatic scenario has also heavily impacted individuals’ spending levels. To better understand these changes, the present study focused on consumer behavior and its psychological antecedents. Previous studies found that crises differently affect people’s willingness to buy necessities products (i.e., utilitarian shopping) and non-necessities products (i.e., hedonic shopping). Therefore, in examining whether changes in spending levels were associated with changes in consumer behavior, we adopted a fine-grained approach disentangling between necessities and non-necessities. We administered an online survey to 3833 participants (age range 18–64) during the first peak period of the contagion in Italy. Consumer behavior toward necessities was predicted by anxiety and COVID-related fear, whereas consumer behavior toward no...
Exploring Shoppers’ Psychological Safety in Post-Covid-19 era
AMA 2021 Winter, 2021
Psychological Safety in ecommerce, a new construct was shown in a recent study to have the maximum impact on the shoppers' Behavioral Intention to purchase from the online shopping website. We replicate the findings of the study in the post Covid-19 era. The findings confirmed psychological safety as a predominant determinant of purchase intention of online shoppers. Further, the findings show that abstract values such as epistemic, hedonic and social values are becoming increasingly important to online shoppers' buying intention in the post-COVID-19 era. These findings have useful practical implications for future strategy of online retailing businesses.
E3S Web of Conferences, 2021
The extent of the Corona virus or Covid-19 in various countries, including in Indonesia, has impacted numerous sectors. The Covid-19 pandemic will have potentially caused changes to the normal food system for chicken meat commodities in Indonesia. Among them is a shift in consumer behaviour in getting access to chicken meat. Consumers’ online purchase intention is seen as an appropriate alternative during the pandemic, especially for consumers in the red zones. This study was conducted to analyse factors that impact online purchase intention on Chicken meat during the pandemic. This research uses data survey of 316 consumers in Jakarta, Bogor, Depok (Red zone areas). The analysis used is SEM using AMOS software. The results show that there are situation impact and hedonic influence towards online purchase intention of the chicken meat during the pandemic. We provide recommendation for companies on how to address consumers purchase motives.
Perceived risk factors assessment: during pandemic via digital buying
2024
Purpose-The present study is intended to assess the risk factors associated with digital buying. Also aims to design and develop an instrument to assess the digital buyers risk factor score (DBRFS) in light of pandemic. Design/methodology/approach-Present investigation uses a quantitative approach to achieve the stated objectives. The survey instrument for the purpose of assessing risk factors associated with digital buying was developed in two phases. The present study adopts theory of planned behaviour (TPB), built based on the theory of reasoned action (TRA). The data were collected and analysed considering 500 valid responses, sampling unit being digital buyers using social media platforms in tyre-II city of India. The data collection was undertaken between June 2021 and August 2021. The instrument is designed and validated using exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA). Findings-The present research identified six perceived risk factors that are associated with digital buying; contractual risk, social risk, psychological risk, perceived quality risk, financial risk and time risk. The DBRFS of male is 3.7585, while female is 3.7137. Thus, risk taking by the male and female is at par. For the age group 15-30, DBRFS is 3.6761, while age group 31-45 noted as 3.7889 and for the 46-50 age groups it is measured as 3.9649. Practical implications-The marketers are expected to have the knowledge about how people responds to the pandemic. The outcome of the research helps to understand consumer behaviour but disentangling consumer's "black box" is challenging especially during global distress. The present study outcome helps the digital shopkeepers to respond positively to meet the needs of digital buying. Originality/value-The scale development and to quantify the DBRFS. A deeper understanding of about digital consumers during pandemics will help digital shopkeepers to connect issues related digital buying.
İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 2023
The aim of the research is to determine how the death anxiety felt by individuals during the Covid-19 process affects hedonic consumption and utilitarian consumption.. The original aspect of this research is that it covers the period of the Covid-19 epidemic processively and includes psychology, socioalology,religion and marketing of sciences. Death anxiety, which has been widely reported to have an effect on consumer behavior in the literature, has generally been interpreted later or examined retrospectively in disaster studies. This research was carried out during the Covid-19 pandemic process. Although there are many studies in the literature affecting utilitarian and hedonic consumption, it is thought that its contribution to the literature is to focus on the effect of death anxiety. E-survey with Google forms was used as the research method. Three different measurement tools were used for the data, namely "Hedonistic Consumption Scale", "Utilitarian Consumption Scale", and "Death Anxiety Scale" with demographic variables. In the research, an electronic questionnaire was applied to 403 people in the 18-64 age group residing in Istanbul using the "Snowball Sampling Method" and the data obtained were analyzed and interpreted with licensed SPSS 24 and AMOS 27 statistical programs. According to the results of the structural equation modeling used in the research, the 1st dimension of death anxiety affects (Uncertainty of Death) the 5 dimensions of hedonic consumption(hedonic effect, hedonic adaptation, passiveness, impulsive tendency and the reflection of identity) negatively, and the 2nd dimension affects(Thinking of and Witnessing Death) the 5 dimensions of hedonic consumption (hedonic effect, hedonic adaptation, passiveness, impulsive tendency and the reflection of identity) in a positive way. On the other hand, while the 1st dimension of death anxiety (Uncertainty of Death) is ineffective in 2 dimensions of utilitarian consumption (goal orientation and control orientation), the 2nd dimension (Thinking of and Witnessing Death) negatively affects 2 dimensions of utilitarian consumption (goal orientation and control orientation).
Shopping Experiences and Buying Intentions of Online Shoppers During the COVID-19 Pandemic
INTERNATIONAL JOURNAL OF RESEARCH IN EDUCATION HUMANITIES AND COMMERCE
The study focused on determining online shoppers' shopping experiences and buying intentions during the Covid-19 pandemic. This also determined the effects of shopping experiences during the Covid-19 pandemic on their buying intentions. It employed a descriptive-correlation research design using a survey questionnaire administered using Google Forms. For this study, the researcher used the purposive sampling technique to consider 150 online shoppers working from home in Tanza, Cavite. Data were tabulated and analyzed using SPSS. Results show that the participants have an excellent online shopping experience during the Covid-19 pandemic in terms of shopping enjoyment, convenience, security, privacy, and a very good experience in terms of personalization quality. Also, their pandemic shopping experiences highly affected their buying intentions regarding physical and emotional intentions, while their rational, product, and patronage intentions were moderately affected. Results also...