COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration

Akhtar, Naeem; Akhtar, Muhammad Nadeem; Usman, Muhammad; Ali, Moazzam; Siddiqi, Umar Iqbal

doi:10.1080/02642069.2020.1790535

Cited by 116 publications

(94 citation statements)

References 51 publications

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“…While doing that, brands should also consider consumers' general sentiments and attitudes towards related issues to avoid major branding crisis. These findings also imply that consumers' attitudes towards global phenomena may result in newer market segments (Akhtar et al, 2020). For instance, many global hospitality brands indulged in branding strategies in response to social distancing, ignoring consumers' attitudes towards social distancing.…”

Section: Practical Implicationsmentioning

confidence: 94%

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Ali

Doğan

Amin

et al. 2021

The Service Industries Journal

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Section: Practical Implicationsmentioning

confidence: 94%

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Ali

Doğan

Amin

et al. 2021

The Service Industries Journal

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“…However, the ongoing uncertainty evoked by the pandemic may lead to transformative consumption patterns in the long term [36]. Consumers hesitate to purchase goods at stationary retailers due to government restrictions and fears of infection [37]. Another study found a positive relation between the intention to self-isolate and unusual buying behavior [38].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis

2020

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The investigation of established drivers of online purchase behavior is of great relevance during the COVID-19 pandemic, as companies must anticipate consumer behavior during this global crisis to maintain a competitive edge. This study investigates online shopping motives of generation Y and Z during the COVID-19 shutdown in April 2020. We use survey data from 451 German consumers to examine the relations between normative, utilitarian and hedonic motives, and purchase intentions employing structural equation modeling. The results show that normative determinants such as media reports on the economic situation are related to consumers’ purchase intentions, whereas the normative influence of close social networks is not. Furthermore, we find that hedonic motivation is a better predictor of purchase intentions than utilitarian motives and that individuals practicing social distancing, generation Z, and women show higher levels of hedonic motivation. We provide recommendations for e-commerce companies on ways to address consumers’ purchase motives and strategically harness normative influences.

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“…After the crisis, Taobao turned the company into a global success. Other examples of e-commerce platforms that thrive during the current pandemic are Magento and Shopify (Akhtar et al, 2020). These examples demonstrate that identifying the market need and addressing it through technological innovation are the critical factors in business model transformation.…”

Section: Business Model Transformationmentioning

confidence: 99%