可持续消费的决定因素:流行病恐惧的调节作用

IF 1.2 Q4 BUSINESS
E. Susanti, Layla Hana Marisa, Endri Endri
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引用次数: 3

摘要

新冠肺炎大流行导致消费者对在家外进行购物等活动感到恐惧和焦虑。因此,他们转向电子商务以实现可持续消费。本研究的重点是以电子商务平台(PEEP)的感知有效性、经济效益、互动性和疫情恐惧等变量为代表的可持续消费。本研究使用使用与感恩理论(UGT)来确定消费者的动机和购买意图。它探讨了PEEP、经济效益、互动性和可持续消费之间的关系,并将流行病恐惧作为一个调节变量。该分析于2021年2月至7月进行,电子商务是研究对象。这项研究根据在印度尼西亚雅加达的一个市场至少进行过一次交易的受访者的标准进行了有目的的抽样。一项在线调查对95名受访者进行了测试,其中包括印尼活跃的电子商务用户千禧一代和Z世代。采用慢化回归分析(MRA)或交互作用检验对数据进行分析。研究结果发现,对疫情的恐惧可以缓和PEEP与经济效益和互动的关系,从而增加可持续消费。研究结果还证明,在购买过程中依赖互动性会鼓励他们使用电子商务。电子商务可以帮助那些因担心传播新冠肺炎病毒而交易受限的消费者实现可持续消费。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Determinants of sustainable consumption: Moderating role of pandemic fear
The Covid-19 pandemic has caused consumers to fear and feel anxious about doing activities outside their homes, such as shopping. Thus, they switched to e-commerce for sustainable consumption. This study focuses on sustainable consumption represented with the variables of perceived effectiveness of e-commerce platform (PEEP), economic benefits, interactivity, and pandemic fear. This study uses the Uses and Gratification Theory (UGT) to determine consumer motivation and purchase intentions. It explores the relationship between PEEP, economic benefits, interactivity, and sustainable consumption, with pandemic fear as a moderating variable. The analysis was conducted from February to July 2021, with e-commerce being the object of study. The study uses purposive sampling based on the criteria of respondents who have made a transaction at least once in one of the marketplaces in Jakarta, Indonesia. An online survey was employed to test 95 respondents consisting of Millennials and Generation Z who are active e-commerce users in Indonesia. The moderated regression analysis (MRA) or interaction test was applied to analyze the data. The results of the study found that pandemic fear can moderate PEEP’s relationship with economic benefits and interactivity that can increase sustainable consumption. The research findings also prove that relying on interactivity in the buying process encourages them to use e-commerce. E-commerce can help consumers who are limited in making transactions due to fear of spreading the Covid-19 virus to fulfill sustainable consumption.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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