Nghiên cứu các nhân tố ảnh hưởng đến hành vi mua hàng bốc đồng của người tiêu dùng Việt Nam trong bối cảnh Covid-19
Từ khóa:
COVID-19, mua hàng bốc đồng, nỗi sợ, S-O-RTóm tắt
Nghiên cứu này phân tích các nhân tố ảnh hưởng đến hành vi mua hàng bốc đồng của người tiêu dùng Việt Nam trong bối cảnh COVID-19 bằng cách áp dụng mô hình S-O-R của Mehrabian and Russell (1974) dựa trên dữ liệu khảo sát 454 người tiêu dùng theo hình thức online. Kết quả kiểm định SEM đã xác nhận nỗi sợ COVID-19, sự quá tải thông tin về Covid-19, nhận thức về COVID-19, sự khan hiếm các sản phẩm thiết yếu và sự mua hàng tích trữ có ảnh hưởng tích cực đến hành vi mua hàng bốc đồng. Bên cạnh đó, sự quá tải thông tin về Covid-19 và nhận thức về COVID-19 cũng có ảnh hưởng đến nỗi sợ COVID-19, từ đó dẫn tới hành vi mua hàng bốc đồng. Kết quả nghiên cứu là cơ sở để các bên liên quan (nhà quản lý, nhà chính sách, doanh nghiệp) có sự chuẩn bị và thay đổi cần thiết để đảm bảo ổn định thị trường hàng tiêu dùng trong những tình huống bất ổn trong tương lai.
Tài liệu tham khảo
Ahmed, R.R, Streimikiene, D., Rolle, J.A. & Duc, P.A. (2020), ‘The COVID-19 pandemic and theantecedants for the impulse buying behavior of US citizens’, Journal of Competitiveness, 12(3), 5-27.
Ahorsu, D.C.Y., Imani, V., Saffari, M., Griffths, M. & Pakpour, A. (2020), ‘The fear of COVID-19 scale: Development and initial validation’, Int. J. Ment. Health Addict, 8, 1-9.
Amos, C., Holmes, G. & Keneson, W. (2014), ‘A meta-analysis of consumer impulse buying’, Journal of Retailing and Consumer Services, 21(2), 86-97.
Cain, S.L. (2020), Slickdeals survey: Americans are spending more during the coronavirus pandemic, from <https://slickdeals.net/article/ news/pandemic-impulse-spending-survey-2020/>.
Chen, T., Yeh, T. & Wang, Y. (2021), ‘The drivers of desirability in scarcity marketing’, Asia Pacific Journal of Marketing and Logistics, 33(4), 924-944.
Chiu, W., Oh, G.E. & Cho, H. (2021), ‘Impact of COVID-19 on consumers' impulse buying behavior of fitness products: A moderated mediation model’, Journal of Consumer Behaviour, 21(2), 1-14.
Crabble, M. (2020), Research Your Way Out of a Crisis: Covid-19’s Effect on Consumer Behaviour, retrieved on March 28th 2020, from <https://www.mintel.com/consumer-market-news/research-your-way-out-of-a-crisis-covid-19s-effect-on-consumer-behaviour/>.
Darrat, A., Darrat, M. & Amyx, D. (2016), ‘How impulse buying influences compulsive buying: The central role of consumer anxiety and escapism’, J. Retail. Consum. Serv., 31, 103-108.
Islam, M.S., Sarkar, T., Khan, S.H., Mostofa, K.A.H., Hasan, S.M.M., Kabir, A., Yeasmin, D., Islam, M.A., Amin, C.K.I., Anwar, K.S., Chughtai, A.A. & Seale, H. (2020), ‘COVID-19-Related Infodemic and Its Impact on Public Health: A Global Social Media Analysis’, Am J Trop Med Hyg, 103(4), 1621-1629.
Iyer, G., Blut, M., Xiao, S.H. & Grewal, D. (2020), ‘Impulse buying: a meta-analytic review’, Journal of the Academy of Marketing Science, 48(3), 384-404.
Jang, W.E., Ko, Y.J., Morris, J. & Chang, Y. (2015), ‘Scarcity message effects on consumption behavior: Limited edition product considerations’, Psychology & Marketing, 32, DOI:10.1002/mar.20836.
Kollat, D.T. & Willett, R.P. (1969), ‘Is impulse purchasing really a useful concept for marketing decisions?’, Journal of Marketing, 33(1), 79-83.
Laato, S., Islam, A. & Islam, M. (2020), ‘What drives unverified information sharing and cyberchondria during the COVID-19 pandemic?’, Eur J Inf Syst, 29(3), 288-305.
Lee, C.K., Song, H.J., Bendle, L.J., Kim, M.J. & Han, H. (2012), ‘The impact of non-pharmaceutical interventions for 2009 H1N1 influenza on travel intentions: A model of goal-directed behavior’, Tourism Management, 33(1), 89-99.
Leverin, A. & Liljander, V. (2006), ‘Does relationship marketing improve customer relationship satisfaction and loyalty?’, International Journal of Bank Marketing, 24(4), 232-251.
Limaye, R.J., Sauer, M., Ali, J., Bernstein, J., Wahl, B., Barnhill, A. & Labrique, A. (2020), ‘Building trust while influencing online COVID-19 content in the social media world’, Lancet Digit Health, 2(6), e277-e278.
Lin, C.T., Chen, C.W., Wang, S.J. & Lin, C.C. (2018), ‘The influence of impulse buying toward consumer loyalty in online shopping: a regulatory focus theory perspective’, J. Amb. Intel. Hum. Comp., DOI:10.1007/s12652-018-0935-8.
Lins, S. & Aquino, S. (2020), ‘Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic’, Heliyon, 6(9), p.04746.
Liu, P., He, J. & Li, A. (2019), ‘Upward social comparison on social network sites and impulse buying: A moderated mediation model of negative affect and rumination’, Computers in Human Behavior, 96, 133-140.
Mehrabian, A. & Russell, J.A. (1974), An approach to environmental psychology, The MIT Press.
Mertens, G., Duijndam, S., Smeets, T. & Lodder, P. (2021), ‘The latent and item structure of COVID-19 fear: A comparison of four COVID-19 fear questionnaires using SEM and network analyses’, J Anxiety Disord, 81, p.102415.
Mohan, G., Sivakumaran, B. & Sharma, P. (2013), ‘Impact of store environment on impulse buying behavior’, European Journal of Marketing, 47(10), 1711-1732.
Naeem, M. (2021), ‘Understanding the customer psychology of impulse buying during COVID19 pandemic: Implications for retailers’, International Journal of Retail & Distribution Management, 49(3), 377-393
Öhman, A. & Mineka, S. (2001), ‘Fears, phobias, and preparedness: Toward an evolved module of fear and fear learning’, Psychological review, 108, 483-522.
Oxford (2020), Panic buying | definition of panic buying by Oxford dictionary on Lexico.com, Cambridge University Press
Rook, D.W. (1987), ‘The buying impulse’, Journal of Consumer Research, 14(2), 189-199.
Rook, D.W. & Fisher, R.J. (1995), ‘Normative Influences on Impulsive Buying Behavior’, Journal of Consumer Research, 22(3), 305-313.
Rook, D.W & Gardner, M.P. (1993), ‘In the mood: Impulse buyings’ affective antecedents’, Research in Consumer Behavior, 6, 1-28.
Silvera, D.H., Lavack, A.M. & Kropp, F. (2008), ‘Impulse buying: the role of affect, social influence, and subjective wellbeing’, Journal of Consumer Marketing, 25(1), 23-33.
Stern, H. (1962), ‘The significance of impulse buying today’, Journal of Marketing, 26(2), 59-62.
Verplanken, B., Herabadi, A.G., Perry, J.A. & Silvera, D.H. (2005), ‘Consumer style and health: The role of impulsive buying in unhealthy eating’, Psychology & Health, 20(4), 429-441.
Wang, X., Wang, Y. & Wang, Y. (2021), ‘The Influence of Infectious Disease Cues on Purchase Intention for Environmentally Friendly Products’, Int. J. Environ. Res. Public. Health, 18(16), p.8421.
Wu, W., Lu, H., Wu, Y. & Fu, C. (2012), ‘The effects of product scarcity and consumers’ need for uniqueness on purchase intention’, Int. J. Cons. Stu., 36, 263-274.
Xiao, K., Zhai, J. & Feng, Y. (2020), ‘Isolation of SARS-CoV-2-related coronavirus from Malayan pangolins’, Nature, 583, 286-289.
Yu, Y.J., Yu, Y.J. & Lin, L.G. (2020), ‘Anxiety and depression aggravate impulsiveness: The mediating and moderating role of cognitive flexibility’, Psychol. Health Med, 25, 25-36.
Zhang, H., Lu, Y. & Gupta, S. (2014), ‘What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences’, Inf Manag, 51, 1017-1030.
Zheng, Y.Y., Ma, Y.T. & Zhang, J.Y. (2020), ‘COVID-19 and the cardiovascular system’, Nat Rev Cardiol, 17, 259-260.
