Abstract
Based on event systems theory, this study examined the impact of the COVID-19 pandemic on consumers’ impulse buying, as well as the underlying mechanisms and boundary conditions from the perspective of individual consumers. Results of three experiments (N = 437) show that, first, the COVID-19 pandemic enhanced consumers’ impulse buying behavior. Second, two key elements, loss of control and anxiety, mediated the relationship between the COVID-19 pandemic and impulse buying; and third, moderate thinking (also known as Zhong-Yong thinking) moderated the relationship between the COVID-19 pandemic and impulse buying. The findings indicate that in consumers with low moderate thinking, the COVID-19 pandemic has had a stronger effect on impulse buying and has mediated more between the loss of control and anxiety. Conversely, in consumers with high moderate thinking, COVID-19 has had a weaker effect on impulse buying and has mediated less between loss of control and anxiety. This study extends the application of event systems theory and enriches the literature on how the COVID-19 pandemic affects consumer behavior. Furthermore, it provides strategic recommendations for government and consumer responses to COVID-19 pandemic shocks.
Highlights
The COVID-19 pandemic, a fast-spreading, global public health event, has had a tremendous impact on the global public health system, economy, society, and people’s well-being [1]
This study extended the previous findings by further exploring the mechanisms underlying the impact of the COVID-19 pandemic on impulse buying, namely, the mediating role of the sense of control and anxiety
We raised some questions for this purpose: first, will the results consumer impulse buying that have not been verified? To address these questions, Study 2 remain robust if a different group of stimuli and manipulated materials is used? Second, included other stimulus and manipulation material to enhance the external validity of the what are the potential mechanisms underlying the effect of the COVID-19 pandemic on experiment, and to verify further the mediating role of the perception of control and consumer impulse buying that have not been verified? To address these questions, Study anxiety between the COVID-19 pandemic and consumer impulse buying
Summary
The COVID-19 pandemic, a fast-spreading, global public health event, has had a tremendous impact on the global public health system, economy, society, and people’s well-being [1]. Frequent quarantine and social distance control have become the norm to increase the prevention and control of COVID-19 [2]. It has been shown that social isolation caused by the COVID-19 pandemic can lead to lifestyle changes such as sleep disruption, changes in eating habits, and decreased physical activity [3]. The COVID-19 pandemic was found to decrease an individual’s perceived control of self, which in turn caused them to increase their intake of high-calorie, heavy foods [2]. She et al [4] found that the COVID-19 pandemic caused more stress, depression, and anxiety in individuals. Heydari et al [8] and Asadollahi et al [9]
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