Abstract
Concerning the effect of the 2019 coronavirus novel (COVID-19) pandemic on the global economic situation, this study examines the impact of customer attitudes toward negative Electronic Word of Mouth (eWOM) in their panic buying activities and switching barriers on customer satisfaction. This study also used the Rational Choice Theory approach as a foundation to explain the current situation in Indonesia regarding customer purchasing decisions and satisfaction. The questionnaires were distributed online to 691 consumers in various cities in Indonesia. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study indicate that the attitudes toward negative eWOM have an impact on increasing panic buying activity and brand switching. Finally, the relationship between buying activity as well as brand switching toward customer satisfaction has significance. The conclusions drawn in this study will contribute to studies or research regarding Rational Choice Theory.
Highlights
December 2019 was the time when novel coronavirus disease (COVID-19) began to emerge in the city of Wuhan, Hubei province, China
This study examines the impact of attitudes toward negative Electronic Word of Mouth (eWOM), customer panic buying activity, and brand switching on customer satisfaction
Panic buying is a psychological mechanism for dealing with fears of present environmental issues and uncertainties; a way to assert control over the situation by taking action
Summary
December 2019 was the time when novel coronavirus disease (COVID-19) began to emerge in the city of Wuhan, Hubei province, China. Dr Daniel Kurniawan is lecturer at Universitas Ciputra Surabaya, Indonesia The beginning of panic buying occurred when the Indonesian government announced 2 Covid-19 patients in March 2020 (Izzaty, 2020). This panic buying behavior greatly affects the increase in prices in the Indonesian retail industry and other industries. Compulsive buying can cause difficulties and disorder in personal, financial, and social functions (Black et al, 2012) It is because people cannot control themselves to make a purchase (Gallagher et al, 2017), and addicted to making a purchase. This study examines the impact of attitudes toward negative eWOM, customer panic buying activity, and brand switching on customer satisfaction
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