The Influence of Time Availability, Happiness, and Weariness on Consumers’ Impulse Buying Tendency amidst Covid-19 Partial Lockdown in Malaysia

Q3 Business, Management and Accounting

Jurnal Pengurusan Pub Date : 2021-09-01 DOI:10.17576/pengurusan-2021-62-07

Pengaruh Ketersediaan Masa, dan Kebahagiaan, Kelesuan terhadap, Kecenderungan, Hafizah Omar Zaki, Siti Ngayesah, Ab Hamid

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引用次数: 4

Abstract

The movement control order (MCO) and conditional movement control order (CMCO), also known as the partial lockdown imposed on Malaysian as a result of Covid-19 pandemic has affected mental health, and consumerism. Spending too much time online, feeling unhappy and weary by staying at home too long may negatively affect buying tendency during the pandemic period. A low online buying tendency may cause firms’ profits to decrease. Therefore, this study aims to examine the influence of consumers’ time availability, state of happiness, and level of weariness on their tendency to buy online during Covid-19 partial lockdown. The study uses a convenience sampling method and collected 236 responses to the survey. The data was analysed using a multiple regression. The findings highlight that time availability does not influence online impulse buying tendency, while happiness, and weariness significantly affect online impulse buying tendency. Specifically, the study found that moderate happiness and a low level of weariness influenced consumers’ tendency to buy online. The study contributes to providing insights for firms and marketers to understand consumers’ psychological states during the pandemic which could be used as a basis to develop strategies on suitable advertising medium and content. © 2021 Penerbit Universiti Kebangsaan Malaysia. All rights reserved.

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在新冠肺炎部分封锁期间，时间可用性、幸福感和疲惫感对消费者冲动购买倾向的影响

行动控制令(MCO)和有条件行动控制令(CMCO)，也被称为因Covid-19大流行而对马来西亚实施的部分封锁，影响了心理健康和消费主义。在疫情期间，上网时间过长、呆在家里感到不开心和疲惫，可能会对购买倾向产生负面影响。较低的网上购买倾向可能导致企业利润下降。因此，本研究旨在研究消费者的时间可用性、幸福状态和厌倦程度对他们在Covid-19部分封锁期间在线购买倾向的影响。该研究采用了方便抽样的方法，收集了236份调查问卷。数据用多元回归分析。研究结果表明，时间可用性不影响在线冲动购买倾向，而快乐和厌倦显著影响在线冲动购买倾向。具体来说，研究发现，适度的快乐和低水平的厌倦影响了消费者在网上购物的倾向。这项研究有助于为企业和营销人员提供见解，了解大流行病期间消费者的心理状态，可作为制定适当广告媒介和内容战略的基础。©2021马来西亚Penerbit大学。版权所有。

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

Jurnal Pengurusan Business, Management and Accounting-Business and International Management

CiteScore

1.20

自引率

0.00%

发文量

期刊介绍： Jurnal Pengurusan (UKM Journal of Management) is published three times a year in June, September and December by UKM Press, Universiti Kebangsaan Malaysia. It publishes original works that advance knowledge of theory, practice and research across the business management discipline. It aims to provide Asian regional perspectives on management of benefit to scholars, educators, students, practitioners, policy-makers and consultants worldwide. The research covers organizational and individual level of analysis in the field of management, managerial accounting, finance and banking, marketing, entrepreneurship and other related areas. This journal accepts both empirical and conceptual research papers with relevant methodological approaches.