Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking

Wang, Shuyang; Liu, Yun; Du, Yingying; Wang, Xingyuan

doi:10.3390/ijerph182111116

Cited by 26 publications

(14 citation statements)

References 87 publications

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“… Sheng et al (2019) revealed that Zhong Yong thinking is positively associated with green purchase intention among Chinese consumers based on three dimensions of consumer lifestyle (leadership, cost consciousness, and development consciousness). In addition, by indicating the moderating role of Zhong Yong thinking, Wang et al (2021) demonstrated that people make an effective shift from an emotion-based hot-processing system to a cognitive-based cold-processing system to acquire self-control in their behavior in the face of major occurrences such as the COVID-19 pandemic, which results in impulsive buying behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Numerous scholars have adopted Zhong Yong as a decision-making style and a type of characteristic, introducing Zhong Yong thinking as a moderator ( Tang et al, 2020 ; Wang et al, 2021 ). However, according to Rokeach (1968) , all interpretations of values are made up of three parts: a cognitive component that represents information, an affective component that can elicit feelings, and a behavioral component that is engaged when action is necessary.…”

Section: Literature Reviewmentioning

confidence: 99%

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Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

et al. 2022

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We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers’ ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers’ purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

et al. 2022

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“…The reason is that impulse buying leads to purchasing actions that are not based on considerations before entering the store (Mowen, 2008). Wang et al (2021) investigated that impulse buying occurs when consumers make a purchase by chance.…”

Section: Positive Emotions -Impulse Buyingmentioning

confidence: 99%

Impulse Buying and Hedonic Behaviour: A Mediation Effect of Positive Emotions

Ramadania

Ratnawati

Juniwati

et al. 2022

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This paper is devoted to building a miniature of an impulse buying behaviour in department stores, which is influenced by hedonic shopping value, store environment, and price discount factors, which involve the role of positive emotions as a mediator. A comparative causal-based quantitative approach examines empirical relationships. Characteristics of the questionnaire invite respondents to be surveyed at Matahari and Transmart Department Stores in Pontianak who are instructed to use purposive sampling. In the next procedure, interpreting the data is processed with SmartPLS, which emphasizes the structural model. The results of the investigation demonstrated that hedonic shopping value had a significant effect on positive emotions at Matahari and Transmart. However, the store environment actually has a significant effect on positive emotions at Transmart, but has no effect at Matahari. It was also detected that positive emotions have a significant effect on impulse buying at Matahari. Interestingly, it has no impact in the case study at Transmart. Later, hedonic shopping value appeared to have a significant effect on impulse buying at Transmart, while at Matahari it did not. Further exploration also found that the store environment had a significant effect on impulse buying at Matahari, while at Transmart it had no effect. This work also confirms that the discount has no effect on impulse buying at Matahari and Transmart. The motives for impulse buying, hedonic behaviour, and positive emotions need to be adjusted to the broader analysis design in the future. There are striking differences with previous studies, thus providing a gap that is very suitable for the context of impulse buying.

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“…Impulse buying is defined as a spontaneous, unreflective, and unplanned purchase ( Lin et al, 2018 ). Impulse buying was a common occurrence across the world during the COVID-19 pandemic and led to irrational hoarding and waste of social resources, thereby resulting into disorder or even paralysis of the retail industry ( Gupta et al, 2021 ; Wang et al, 2021 ). According to Verplanken and Herabadi (2001) , impulse buying includes two core dimensions, namely cognitive and affective facets.…”

Section: Introductionmentioning

confidence: 99%

Effects of Negative Emotions and Cognitive Characteristics on Impulse Buying During COVID-19

2022

Front. Psychol.

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The COVID-19 pandemic has seriously disrupted the individual buying habits along with their consumption patterns. Previous studies indicated that anxiety and depression were related to impulse buying. However, no research has explored the mechanism possibly underlying the association between anxiety, depression, and impulse buying. Based on the regulatory focus theory and the emotion-cognition-behavior loop, this study aimed to examine the impacts of negative emotions on impulse buying and the mediating role of cognitive characteristics during the COVID-19 pandemic. In April 2021, 734 Chinese undergraduates were recruited by cluster sampling and they completed self-report measures of anxiety, depression, intolerance of uncertainty, cognitive flexibility, and impulse buying. Results showed that impulse buying was positively associated with anxiety, depression, and intolerance of uncertainty, while it was negatively associated with cognitive flexibility. Cognitive flexibility fully mediated the effects of anxiety and depression on cognitive facet of impulse buying. Meanwhile, intolerance of uncertainty fully mediated the effects of anxiety and depression on affective facet of impulse buying. Overall, this study shows that different pathways can explain how anxiety and depression exacerbate two aspects of impulse buying, and it highlights the importance of cognitive characteristics for the link between negative emotions and impulse buying. Intervention programs should focus on increasing cognitive flexibility and tolerance to uncertainty of high-risk individuals, so as to strengthen their adaptive purchase behaviors.

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Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking

Cited by 26 publications

References 87 publications

Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

Impulse Buying and Hedonic Behaviour: A Mediation Effect of Positive Emotions

Effects of Negative Emotions and Cognitive Characteristics on Impulse Buying During COVID-19

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