Chiu Weisheng, Grace Oh Ga-Eun, Cho Heetae
Lee Shau Kee School of Business and Administration Hong Kong Metropolitan University Ho Man Tin Hong Kong.
Department of Marketing and International Business, Faculty of Business Lingnan University Tuen Mun Hong Kong.
J Consum Behav. 2022 Mar-Apr;21(2):245-258. doi: 10.1002/cb.1998. Epub 2021 Oct 23.
During the COVID-19 pandemic, consumers are found to be more impulsive to purchase fitness products online. Accordingly, the purpose of this study was to investigate a moderated mediation model of consumers' perception of COVID-19 and impulse buying behavior through fear moderated by income. A total of 608 responses were collected from consumers in the United States, and this study employed partial least squares structural equation modeling (PLS-SEM) to examine the hypothesized relationships in the research model. The results showed that the perception of COVID-19 had a positive influence on fear, which in turn led to impulse buying behavior of fitness products. Moreover, consumers' income levels negatively moderated the positive relationship between fear and impulse buying behavior. The findings contribute to a better understanding of consumers' behavior and offer practical implications that enable marketers and retailers to predict consumers' behavior during the COVID-19 pandemic.
在新冠疫情期间，研究发现消费者在网上购买健身产品时更冲动。因此，本研究的目的是探讨一个有调节的中介模型，即通过收入调节的恐惧，研究消费者对新冠疫情的认知与冲动购买行为之间的关系。共收集了来自美国消费者的608份回复，本研究采用偏最小二乘结构方程模型（PLS-SEM）来检验研究模型中假设的关系。结果表明，对新冠疫情的认知对恐惧有正向影响，进而导致健身产品的冲动购买行为。此外，消费者的收入水平对恐惧与冲动购买行为之间的正向关系起到负向调节作用。这些发现有助于更好地理解消费者行为，并为营销人员和零售商提供实际启示，使其能够预测新冠疫情期间消费者的行为。
