韧性、脆弱性和个性对社交商务意图的影响:COVID-19时代

IF 3.5 Q2 BUSINESS
Evangelos Mourelatos, Emmanouela E. Manganari
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引用次数: 2

摘要

目的本研究旨在探讨新冠肺炎大流行期间社交商务购买意愿与消费者心理因素(韧性、脆弱性和人格特质)的关系。设计/方法/方法利用社会认知理论(SCT),建立了一个计量经济学行为模型,以探讨303名希腊学生在线购买行为的关键决定因素。研究数据是通过两波在线调查(大流行前和期间)收集的,随机分配给z世代的学生。一系列回归分析显示,在大流行期间,开放性对互联网、Instagram和Facebook的购买有积极影响,外向性和神经质有消极影响。研究结果表明,孤独感对社交媒体购买行为起调节作用,而适应力和脆弱性对社交媒体购买行为有积极影响。本研究为社交商务营销人员提供了见解和启示,并揭示了COVID-19大流行期间年轻消费者在线购买意愿的决定因素。独创性/价值本研究以SCT为基础,通过关注消费者的脆弱性和弹性,同时嵌入个性特征和心理健康方面(即大流行期间的孤独感水平),为2019冠状病毒病大流行期间年轻消费者的互联网使用和在线购买行为(即纵向方法)提供了新的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Resilience, vulnerability and personality effects on social commerce intentions: the COVID-19 era
Purpose This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic. Design/methodology/approach Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z. Findings A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior. Practical implications This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic. Originality/value Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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