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

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 pandem...

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Autores principales:	Shuyang Wang, Yun Liu, Yingying Du, Xingyuan Wang
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	COVID-19 impulse buying sense of control anxiety moderate thinking Medicine R
Acceso en línea:	https://doaj.org/article/727a88785b96408f9d9c1f303211c8dc
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spelling	oai:doaj.org-article:727a88785b96408f9d9c1f303211c8dc2021-11-11T16:16:18ZEffect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking10.3390/ijerph1821111161660-46011661-7827https://doaj.org/article/727a88785b96408f9d9c1f303211c8dc2021-10-01T00:00:00Zhttps://www.mdpi.com/1660-4601/18/21/11116https://doaj.org/toc/1661-7827https://doaj.org/toc/1660-4601Based 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.Shuyang WangYun LiuYingying DuXingyuan WangMDPI AGarticleCOVID-19impulse buyingsense of controlanxietymoderate thinkingMedicineRENInternational Journal of Environmental Research and Public Health, Vol 18, Iss 11116, p 11116 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	COVID-19 impulse buying sense of control anxiety moderate thinking Medicine R
spellingShingle	COVID-19 impulse buying sense of control anxiety moderate thinking Medicine R Shuyang Wang Yun Liu Yingying Du Xingyuan Wang Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking
description	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.
format	article
author	Shuyang Wang Yun Liu Yingying Du Xingyuan Wang
author_facet	Shuyang Wang Yun Liu Yingying Du Xingyuan Wang
author_sort	Shuyang Wang
title	Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking
title_short	Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking
title_full	Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking
title_fullStr	Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking
title_full_unstemmed	Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking
title_sort	effect of the covid-19 pandemic on consumers’ impulse buying: the moderating role of moderate thinking
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/727a88785b96408f9d9c1f303211c8dc
work_keys_str_mv	AT shuyangwang effectofthecovid19pandemiconconsumersimpulsebuyingthemoderatingroleofmoderatethinking AT yunliu effectofthecovid19pandemiconconsumersimpulsebuyingthemoderatingroleofmoderatethinking AT yingyingdu effectofthecovid19pandemiconconsumersimpulsebuyingthemoderatingroleofmoderatethinking AT xingyuanwang effectofthecovid19pandemiconconsumersimpulsebuyingthemoderatingroleofmoderatethinking
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Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking

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