Effects of National Culture on the Extent of Panic Buying during the COVID-19 Outbreak

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2021-08-11 DOI:10.1080/08961530.2021.1962475

Wolfgang Messner, Sarah E. Payson

引用次数: 16

Abstract

Abstract The COVID-19 outbreak and its declaration as a pandemic by the WHO on March 11, 2020 resulted in consumer panic buying across the globe. Extant research into panic buying is scant, and its cultural context practically unexplored. This article uses mobility change data provided by Google and draws on reactance theory to establish how perceived scarcity limits freedoms, and ultimately drives individuals to panic buying. It hypothesizes and analyzes the influence of cultural factors; the findings show that individualism and uncertainty avoidance both exert a positive effect on the extent of panic buying, whereas power distance has a negative effect.

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新冠肺炎疫情期间民族文化对恐慌性购买程度的影响

2020年3月11日，世界卫生组织宣布新冠肺炎疫情为大流行，导致全球消费者恐慌性购买。目前对恐慌性购买的研究很少，其文化背景也几乎没有被探索过。本文使用谷歌提供的流动性变化数据，并利用抗拒理论来建立感知稀缺性如何限制自由，并最终驱使个人恐慌性购买。它假设并分析了文化因素的影响;研究结果表明，个人主义和不确定性规避对恐慌购买程度均有正向影响，而权力距离对恐慌购买程度有负向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.