COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

Abstract

The 2019 novel coronavirus is a non-segmented positive-sense RNA virus belonging to the Coronaviridae-Nidovirales family. We examined the swings in purchase behavior following the outbreak of the COVID-19 in Wuhan, China, and across the world based on the theory of fear appeal. We gathered published statistics (suspected, confirmed, and fatality) on the COVID-19 alongside the purchase of personal protective equipment to examine the swings in online purchase behavior. With a serial mediated analysis, we established that fear appeal is associated with the sharp dynamics in the online purchase as related to the COVID-19. The results confirmed that fear appeal promotes social presence in anticipation of seeking affection, acceptance, and social information. This feeling is a precondition for developing e-loyalty, which promotes purchase behavior. Even though our variables might not be conclusive enough, we believe the findings are fundamental to understanding the swings in the purchase trend in this and any similar situations.

Investigating the emerging COVID-19 research trends in the field of business and management: A bibliometric analysis approach

“…The COVID-19 crisis is affecting all service sectors due to either spikes or surges in demand. For example, while the retail, tourism, and aviation sectors have been badly affected due to the closure of services to mitigate the risk, food retailers and grocery stores are struggling with rising demand as consumers are trying to stock up for long periods of isolation (Addo, Jiaming, Kulbo, & Liangqiang, 2020). Essential service workers are working in grim and testing working environments, continuously exposed to the virus with no choice but to work (Frazer, Merrilees, Nathan, & Thaichon, 2020).…”

The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens

“…In the first months of 2020, the COVID-19 virus was announced all over the world, with millions of people quarantined to maintain social and physical distancing by mid-March. Since then, lives have been disrupted due to precautions taken to alleviate the COVID-19 Pandemic (Addo et al, 2020). In response to the prolonged imposed isolation and Fears about the future because of the pandemic, consumers have been involved in panic buying for weeks (INSEAD, 2020).…”

“…According to Oberst et al (2017), most behavioral biases start in the areas of the brain's fast thinking which is also responsible for human emotions. According to Crabble (2020) and Addo et al (2020), the round-the-clock electronic and print media coverage, often featuring emergency news concerning fatalities of COVID-19 further spark the emotional state of Fear, and people have been placed into an endurance approach. Thus in this research we have employed the theory of Fear Appeal.…”

Pandemia de COVID-19: trilhas para pesquisas futuras em marketing envolvendo o papel regulatório do consumo pró-social

“…As respostas adotadas pelas pessoas que enfrentam eventos extremos são normalmente afetadas por dois aspectos principais: fatores psicossociais humanoscomo percepção de risco, medoe influências externascomo notícias da mídia, reações de grupos (Gao & Liu, 2017). (Coppola, 2005; e outros estudos que abordam o impacto na ansiedade (Addo et al, 2020;. A proposição de investigação do presente artigo visa integrar a referida literatura a fim de melhor compreender o contexto de tomada de decisão durante o período de pandemia de Covid-19.…”