恐慌性购买的商业价值及其对市场营销的影响

IF 4.4 3区 管理学 Q2 BUSINESS
Weng Marc Lim, Hassan Daronkola Kalantari, Chamila Roshani Perera
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引用次数: 0

摘要

在 COVID-19 大流行病对全球各行业和社会造成重大影响之后,世界已经进入了一个新常态,其特点是对破坏性、不稳定性、不确定性、复杂性和模糊性(DVUCA)事件的易感性增加。在这种新常态下,恐慌性购买已成为一种普遍的全球消费行为,对全球经济和社会产生了深远影响,因此有必要进行深入研究。关于恐慌性购买的现有文献存在两个值得注意的局限性:第一,缺乏对恐慌性购买的商业影响进行界定的研究;第二,缺乏恐慌性购买研究的纵向数据。为了弥补这些不足,本研究采用了纵向多源月度和季节性调整二手数据,包括澳大利亚超市和杂货店的零售收入以及相关的 COVID-19 指标,以建立恐慌性购买案例并研究其商业影响。利用 10 个广义最小二乘法和两阶段最小二乘法回归,我们观察到外部危机强度与零售收入之间存在统计意义上的显著正相关关系,即使考虑控制变量和工具变量也是如此。具体而言,我们发现 COVID-19 新案例数量的增加对超市和杂货店的收入产生了积极而显著的影响,每个新案例贡献了 0.2 万澳元。因此,本研究提供了来自该领域的其他证据,不仅再次证实了 COVID-19 等外部因素在刺激消费者恐慌性购买方面的作用,还首次强调了恐慌性购买的商业价值。研究还讨论了这些发现在新常态下对市场营销的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Commercial value of panic buying and its marketing implications

In the wake of the significant impact of the COVID-19 pandemic on industries and societies worldwide, the world has transitioned into a new normal marked by increased susceptibility to disruptive, volatile, uncertain, complex, and ambiguous (DVUCA) events. In this new normal, panic buying has proliferated into a pervasive global consumer behavior, rendering far-reaching implications on economies and societies worldwide and thus necessitating thorough investigation. Existing literature on panic buying is constrained by two noteworthy limitations: firstly, the scarcity of studies that delineate the commercial impact of panic buying, and secondly, the dearth of longitudinal data in panic buying research. Addressing these gaps, this study employs longitudinal multi-sourced monthly and seasonally adjusted secondary data comprising retail revenue of supermarkets and grocery stores and related COVID-19 indicators in Australia to establish a case of panic buying and examine its commercial impact. Using 10 generalized least squares and two-stage least squares regressions, we observe a positive, statistically significant relationship between the intensity of external crises and retail revenue, even when accounting for control and instrumental variables. Specifically, the increasing number of COVID-19 new cases was found to produce a positive and significant effect on supermarket and grocery store revenue, with each new case contributing AU $0.02 million. Therefore, the present study contributes alternative evidence from the field that not only reaffirms the effect of externalities such as COVID-19 in stimulating panic buying among consumers, but also highlights, for the first time, the commercial value of panic buying. The marketing implications of these findings in the new normal are also discussed.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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