Abstract
Conformity consumer behavior refers to a preference of using the behaviors or expectations of others as a guideline for one’s own consumption patterns. Significant characteristics of conformity consumer behavior have been observed during the COVID-19 pandemic, and it has greatly hindered resource allocation and pandemic management. Nonetheless, the reasons why a public health emergency, exemplified by COVID-19, triggers conformity consumer behavior remain unclear. This study proposes and tests a theoretical framework to explore the psychological mechanisms of conformity consumer behavior during the COVID-19 pandemic. Results indicate that pandemic severity positively affect conformity consumer behavior, sense of fear plays a mediating role between pandemic severity and conformity consumer behavior, and sense of control does not play a moderating role. This implies that fear drives conformity consumer behavior and people may tend to consume in this way when they perceive a strong sense of fear no matter how strong their sense of control is. The conclusion will help managers to guide consumer behavior during social crisis and emergencies.
Highlights
Severe acute respiratory syndrome coronavirus 2 (SARSCoV-2), the virus that causes COVID-19 disease, has a faster transmission speed and higher infection rate than other viruses, and poses an immediate threat to people all over the world following the virus outbreak
Model 1 is a regression model of conformity consumer behavior on control variables, and Model 2 is a regression model with pandemic severity added as an independent variable based on Model 1, which results showed that pandemic severity had a significant positive impact on conformity consumer behavior during the pandemic (β = 0.128, p < .001), indicating that the more severe the pandemic, the stronger the conformity consumer behavior
This study investigated the relationship between the pandemic severity, sense of fear, sense of control, and conformity consumer behavior in the context of COVID-19
Summary
Severe acute respiratory syndrome coronavirus 2 (SARSCoV-2), the virus that causes COVID-19 disease, has a faster transmission speed and higher infection rate than other viruses, and poses an immediate threat to people all over the world following the virus outbreak Such a sudden public health emergency has caused losses to people’s lives and economic wellbeing, and has affected mental health, thereby changing consumer behavior (Cai & Wyer, 2015; Fransen et al, 2008; Friese & Hofmann, 2008; Hansen et al, 2010; Kim, 2020; Kim et al, 2020; Kim & Lee, 2020; Liu & Smeesters, 2014; McCabe et al, 2015; Pennycook et al, 2020; Roberts & Maxfield, 2019). Many consumers frantically snapped up toilet paper just because they saw others buying it at the supermarket, which even led to a toilet paper crisis in Japan
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