The impact of the COVID-19 crisis on consumer purchasing motivation and behavior

IF 7.1 3区 管理学 Q1 BUSINESS
Ulpiano J. Vázquez-Martínez Ph.D. , Javier Morales-Mediano , Antonio L. Leal-Rodríguez Ph.D.
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引用次数: 54

Abstract

The COVID-19 outbreak changed dramatically and altered the attitudes, intentions and purchasing patterns of consumers. This global crisis was particularly notable because of globalization—the interconnection of markets and countries—and its unprecedented coverage by traditional and digital media.

This research queried the impact of the COVID-19 crisis on consumers’ motivation and behavior. The present paper was based on the results of mixed methods —qualitative and quantitative analyses—conducted in more than 55 countries and collectively engaging 1,015 participants. The studies were performed by the end of March 2020, at which time the pandemic was at its first peak, allowing data to be collected in real time, recording the actual behaviors of consumers and not simply what they could recall after the fact.

As a result of the COVID-19 crisis, many changes took place in consumer behavior related to products, channels, and motivations. These changes proved to be more related to consumers’ perceptions of the crisis than to its practical effects. Several managerial and theoretical implications are provided, as well as compelling future research avenues.

COVID-19危机对消费者购买动机和行为的影响
新冠肺炎疫情发生了巨大变化,改变了消费者的态度、意图和购买模式。由于全球化——市场和国家的相互联系——以及传统和数字媒体对其前所未有的报道,这场全球危机尤为引人注目。这项研究质疑了COVID-19危机对消费者动机和行为的影响。本文基于在超过55个国家进行的1015名参与者参与的混合方法(定性和定量分析)的结果。这些研究是在2020年3月底之前进行的,当时疫情正处于第一个高峰期,因此可以实时收集数据,记录消费者的实际行为,而不仅仅是他们事后能回忆起什么。受新冠肺炎疫情影响,消费者行为在产品、渠道、动机等方面发生了许多变化。事实证明,这些变化更多地与消费者对危机的看法有关,而不是与危机的实际影响有关。提供了一些管理和理论意义,以及引人注目的未来研究途径。
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
CiteScore
11.70
自引率
3.40%
发文量
30
审稿时长
50 weeks
期刊介绍: European Research on Management and Business Economics (ERMBE) was born in 1995 as Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE). The journal is published by the European Academy of Management and Business Economics (AEDEM) under this new title since 2016, it was indexed in SCOPUS in 2012 and in Thomson Reuters Emerging Sources Citation Index in 2015. From the beginning, the aim of the Journal is to foster academic research by publishing original research articles that meet the highest analytical standards, and provide new insights that contribute and spread the business management knowledge
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