The influence of media on impulsive buying in the era of the COVID-19 pandemic
Abstract
Purpose – With the appearance of COVID-19, epidemiological measures were implemented which significantly changed the customer behaviour. Media became an important source of information. The fear phenomena in the lockdown era compelled consumers to buy impulsively. Therefore, this paper determines the changes in consumer behaviour in the era of the pandemic and the influence of media on consumer’s impulsive buying during lockdown.
Research methodology – The research was carried out with a questionnaire (N = 298). The descriptive, multivariate, and correlation analysis, and the t-test were used to process primary data to confirm changes in consumer behaviour.
Findings – The research results show that impulsive buying does exist during a lockdown and is influenced by media. Such indicators give a clear direction for creating marketing campaigns in future crises.
Research limitations – The research sample was random so, to prove hypothesis H2, the database of the intensity of buying in lockdown needed to be filtered out so only impulsive buyers could be selected (n = 89).
Practical implications – The findings could help in the creation of future marketing campaigns in crises.
Originality / Value – This research gives a new look at consumer behaviour in crises, the intensity of fear influence, and the influence of media on consumer behaviour.
Keyword : consumer behaviour, impulsive buying, media, COVID-19 pandemic
How to Cite
Blažević Bognar, Z., & Pleša Puljić, N. (2022). The influence of media on impulsive buying in the era of the COVID-19 pandemic. Business, Management and Economics Engineering, 20(1), 41–58. https://doi.org/10.3846/bmee.2022.15919
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Ban, K. (2018). Influence of external factors on impulsive buying. Faculty of Economics, University of Split, Split.
Barbić, D., & Lučić, A. (2018). Financial literacy and responsible spending in everyday life. Narodne novine.
Bergel, M., & Brock, C. (2019). Visitors’ loyalty and price perceptions: The role of customer engagement. Service Industries Journal, 39(7–8), 575–589. https://doi.org/10.1080/02642069.2019.1579798
Blažević Bognar, Z., Pleša Puljić, N., & Kadežabek, D. (2019). Impact of influencer marketing on consumer behaviour. In G. Dukic, J. Clifford, & D. Atkinson (Eds.), 42nd International Scientific Conference on Economic and Social Development (pp. 301–309). London.
Blažević Bognar, Z., Pleša Puljić, N., & Lacko, T. (2017). The impact of the psychological price on consumer’s behavior. In D. Cingula, M. Przygoda, & K. Detelj (Eds.), 23rd International Scientific Conference on Economic and Social Development (pp. 589–597). Madrid, Spain.
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 221–239. https://doi.org/10.1016/j.im.2016.06.001
Čičić, M., Husić, M., & Kukić, S. (2009). Ponašanje potrošača [Consumer behavior]. Faculty of Economics, University of Mostar, SUTON d.o.o.
Crabbe, M. (2020, March 9). Research your way out of a crisis: Covid-19’s effect on consumer behaviour. Mintel Blog. https://www.mintel.com/blog/consumer-market-news/research-your-way-out-of-a-crisis-covid-19s-effect-on-consumer-behaviour
Farooq, A., Laato, S., & Akam, I. (2020). Impact of online information on self-isolation intention during the COVID-19 pandemic: Crosssectional study. Journal of Medical Internet Research, 22(5), e19128. https://doi.org/10.2196/19128
Forbes, S. L. (2017). Post-disaster consumption: analysis from the 2011 Christchurch earthquake. The International Review of Retail, Distribution and Consumer Research, 27, 28–42. https://doi.org/10.1080/09593969.2016.1247010
Hua, J., & Shaw, R. (2020). Corona virus (COVID-19) “Infodemic” and emerging issues through a data Lens: The case of China. International Journal of Environmental Research and Public Health, 17, 2309. https://doi.org/10.3390/ijerph17072309
Husnain, M., Qureshi, I., Fatima, T., & Akhtar, W. (2016). The impact of electronic word-of-mouth on online impulse buying behavior: The moderating role of big 5 personality traits. Journal of Accounting & Marketing, 5(4), 190–209. https://doi.org/10.4172/2168-9601.1000190
Hwang, M. Y., Hong, J, C., Tai, K, H., Chen, J, T., & Gouldthorp, T. (2019). The relationship between the online social anxiety, perceived information overload and fatigue, and job engagement of civil servant LINE users. Government Information Quarterly, 101423. https://doi.org/10.1016/j.giq.2019.101423
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Jurčić, D. (2017). Theoretical settings about media – definitions, functions, influence. Mostariensia: Journal of Social Sciences and Humanities, 21(1), 127–136. https://hrcak.srce.hr/190208
Kalaitzandonakes, N., Marks, L. A., & Vickner, S. S. (2004). Media coverage of biotech foods and influence on consumer choice. American Journal of Agricultural Economics, 86(5), 1238–1246. https://doi.org/10.1111/j.0002-9092.2004.00671.x
Kardes, F., Cronley, M., & Cline, T. (2014). Consumer Behavior. Cengage Learning.
Kaur, R., & Sharma, B. (2020). Impulsive buying behavior for essential goods: Covid-19. Journal of Critical Reviews, 7(8), 3126–3135. http://www.jcreview.com/fulltext/197-1595738107.pdf
Kesić, T. (2006). Consumer behavior. Opinio, Zagreb.
Kim, B. (2020). Effects of social grooming on incivility in COVID-19. Cyberpsychology, Behavior, and Social Networking, 23(8), 519–525. https://doi.org/10.1089/cyber.2020.0201
Kim, S. W., & Su, K. P. (2020). Using psychoneuroimmunity against COVID-19. Brain, Behavior, and Immunity, 87, 4–5. https://doi.org/10.1016/j.bbi.2020.03.025
Kotler, P., Keller, K. L., & Martinović, M. (2014). Marketing management. MATE d.o.o.
Li, S., Wang, Y., Xue, J., Zhao, N., & Zhu, T. (2020). The impact of COVID-19 epidemic declaration on psychological consequences: A study on active Weibo users. International Journal of Environmental Research and Public Health, 17, 2032. https://doi.org/10.3390/ijerph17062032
Liu, P., He, J., & Li, A. (2019). Upward social comparison on social network sites and impulse buying: A moderated mediation model Curr Psychol of negative affect and rumination. Computers in Human Behavior, 96, 133–140. https://doi.org/10.1016/j.chb.2019.02.003
Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer behaviour during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of Risk and Financial Management, 13(8), 166. https://doi.org/10.3390/jrfm13080166
Malhotra, D. (2010). The desire to win: The effects of competitive arousal on motivation and behavior. Organizational Behavior and Human Decision Processes, 111, 139–146. https://doi.org/10.1016/j.obhdp.2009.11.005
Martin-Neuninger, R., & Ruby, M. B. (2020). What does food retail research tell us about the implications of Coronavirus (COVID-19) for grocery purchasing habits? Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01448
Mathes, B., Oglesby, M., Short, N., Portero, A., Raines, A., & Schmidt, N. (2017). An examination of the role of intolerance of distress and uncertainty in hoarding symptoms. Comprehensive Psychiatry, 72, 121–129. https://doi.org/10.1016/j.comppsych.2016.10.007
Matohanca, M. (2018). The use of psychological prices in marketing. Juraj Dobrila University of Pula.
Mihić, M., & Kursan, I. (2010). Influence of demographic and individual factors on impulsive buying. Market, 22(1), 7–28. https://hrcak.srce.hr/62108
Moors, A., Ellsworth, P. C., Scherer, K. R., & Frijda, N. H. (2013). Appraisal theories of emotion: State of the art nad future development. Emotion Review, 2, 119–124. https://doi.org/10.1177/1754073912468165
Nielsen. (2020). Covid-19 article. https://www.nielsen.com/?s=covid+19+&market=us&language=en
Oberst, U., Wegmann, E., Stodt, B., Brand, M., & Chamarro, A. (2017). Negative consequences from heavy social networking in adolescents: The mediating role of Fear of missing out. Journal of Adolescence, 55, 51–60. https://doi.org/10.1016/j.adolescence.2016.12.008
Parsad, C. (2020). Comparing between product-specific and general impulse buying tendency: Does shoppers’ personality influence their impulse buying tendency? Asian Academy of Management Journal, 24(2), 41–61. https://doi.org/10.21315/aamj2019.24.2.3
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Ribić, D., & Pleša Puljić, N. (2020). Basics of entrepreneurship. Školska knjiga, Zagreb.
Rook, D., & Hoch, S. (1985). Consuming impulses. Advances in Consumer Research, 12, 23–27. https://doi.org/10.1086/208514
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8 ed.). Prentice Hall.
Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20, 45–60. https://doi.org/10.1007/s11002-008-9049-y
Soče Kraljević, S., Galić, S., & Vidačak, Z. (2016). Exploring the impact of demographic factors on impulsive buying. Proceedings of the Faculty of Economics, University of Mostar, 22, 26–48. https://hrcak.srce.hr/203898
Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (global ed.). Pearson Higher Ed.
Suryaningsih, I. B. (2020). Hedonic shopping mediation on impulse buying determinants. Journal of Management and Business, 19(1), 1–13. https://doi.org/10.24123/jmb.v19i1.426
Turkalj, D. (2021). The effects of the pandemic crisis on the use of the media and the assessment of its importance in everyday life. CroDiM: International Journal of Marketing Science, 4(1), 121–130. https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=370298
Wang, C., Pan, R., Wan, X., Tan, Y., Xu, L., Ho, C. S., & Ho, R. C. (2020). Immediate psychological responses and associated factors during the initial stage of the 2019 coronavirus disease (COVID-19) epidemic among the general population in China. International Journal of Environmental Research and Public Health, 17, 1729. https://doi.org/10.3390/ijerph17051729
Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers? Indonesian Journal of Business and Entrepreneurship, 6(1), 74. https://doi.org/10.17358/ijbe.6.1.74
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Xiao, H., Zhang, Z., & Zhang, L. (2020). A diary study of impulsive buying during the COVID-19 pandemic. Current Psychology. https://doi.org/10.1007/s12144-020-01220-2
Yi, S. (2012). Shame-proneness as a risk factor of compulsive buying. Journal of Consume Policy, 35(3), 393–410. https://doi.org/10.1007/s10603-012-9194-9
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Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2019). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115. https://doi.org/10.1016/j.chb.2019.106178
Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2019). The impact of live video streaming on online purchase intention. Service Industries Journal, 40(9–10), 656–681. https://doi.org/10.1080/02642069.2019.1576642
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Ban, K. (2018). Influence of external factors on impulsive buying. Faculty of Economics, University of Split, Split.
Barbić, D., & Lučić, A. (2018). Financial literacy and responsible spending in everyday life. Narodne novine.
Bergel, M., & Brock, C. (2019). Visitors’ loyalty and price perceptions: The role of customer engagement. Service Industries Journal, 39(7–8), 575–589. https://doi.org/10.1080/02642069.2019.1579798
Blažević Bognar, Z., Pleša Puljić, N., & Kadežabek, D. (2019). Impact of influencer marketing on consumer behaviour. In G. Dukic, J. Clifford, & D. Atkinson (Eds.), 42nd International Scientific Conference on Economic and Social Development (pp. 301–309). London.
Blažević Bognar, Z., Pleša Puljić, N., & Lacko, T. (2017). The impact of the psychological price on consumer’s behavior. In D. Cingula, M. Przygoda, & K. Detelj (Eds.), 23rd International Scientific Conference on Economic and Social Development (pp. 589–597). Madrid, Spain.
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 221–239. https://doi.org/10.1016/j.im.2016.06.001
Čičić, M., Husić, M., & Kukić, S. (2009). Ponašanje potrošača [Consumer behavior]. Faculty of Economics, University of Mostar, SUTON d.o.o.
Crabbe, M. (2020, March 9). Research your way out of a crisis: Covid-19’s effect on consumer behaviour. Mintel Blog. https://www.mintel.com/blog/consumer-market-news/research-your-way-out-of-a-crisis-covid-19s-effect-on-consumer-behaviour
Farooq, A., Laato, S., & Akam, I. (2020). Impact of online information on self-isolation intention during the COVID-19 pandemic: Crosssectional study. Journal of Medical Internet Research, 22(5), e19128. https://doi.org/10.2196/19128
Forbes, S. L. (2017). Post-disaster consumption: analysis from the 2011 Christchurch earthquake. The International Review of Retail, Distribution and Consumer Research, 27, 28–42. https://doi.org/10.1080/09593969.2016.1247010
Hua, J., & Shaw, R. (2020). Corona virus (COVID-19) “Infodemic” and emerging issues through a data Lens: The case of China. International Journal of Environmental Research and Public Health, 17, 2309. https://doi.org/10.3390/ijerph17072309
Husnain, M., Qureshi, I., Fatima, T., & Akhtar, W. (2016). The impact of electronic word-of-mouth on online impulse buying behavior: The moderating role of big 5 personality traits. Journal of Accounting & Marketing, 5(4), 190–209. https://doi.org/10.4172/2168-9601.1000190
Hwang, M. Y., Hong, J, C., Tai, K, H., Chen, J, T., & Gouldthorp, T. (2019). The relationship between the online social anxiety, perceived information overload and fatigue, and job engagement of civil servant LINE users. Government Information Quarterly, 101423. https://doi.org/10.1016/j.giq.2019.101423
INSEAD. (2020). The Psychology behind coronavirus panic buying. Retrieved March 29, 2020, from https://knowledge.insead.edu/node/13451/pdf
Iriani, S. S., Nuswantara, D. A., & Kartika, A. D. (2021). The impact of government regulations on consumers behaviour during the COVID-19 pandemic: A case study in Indonesia. The Jorunal of Asian Finance, Economics and Business, 8(4), 939–948. https://www.koreascience.or.kr/article/JAKO202109554061581.page
Islam, D. T., Pitafi, D. H., Wang, D. Y., Aryaa, D. V., Mubarik, D. S., Akhater, D. N., & Xiaobei, D. L. (2021). Panic buying in the COVID-19 pandemic: A multi-country examination. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2020.102357
Iyer, G. R., 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. https://doi.org/10.1007/s11747-019-00670-w
Jurčić, D. (2017). Theoretical settings about media – definitions, functions, influence. Mostariensia: Journal of Social Sciences and Humanities, 21(1), 127–136. https://hrcak.srce.hr/190208
Kalaitzandonakes, N., Marks, L. A., & Vickner, S. S. (2004). Media coverage of biotech foods and influence on consumer choice. American Journal of Agricultural Economics, 86(5), 1238–1246. https://doi.org/10.1111/j.0002-9092.2004.00671.x
Kardes, F., Cronley, M., & Cline, T. (2014). Consumer Behavior. Cengage Learning.
Kaur, R., & Sharma, B. (2020). Impulsive buying behavior for essential goods: Covid-19. Journal of Critical Reviews, 7(8), 3126–3135. http://www.jcreview.com/fulltext/197-1595738107.pdf
Kesić, T. (2006). Consumer behavior. Opinio, Zagreb.
Kim, B. (2020). Effects of social grooming on incivility in COVID-19. Cyberpsychology, Behavior, and Social Networking, 23(8), 519–525. https://doi.org/10.1089/cyber.2020.0201
Kim, S. W., & Su, K. P. (2020). Using psychoneuroimmunity against COVID-19. Brain, Behavior, and Immunity, 87, 4–5. https://doi.org/10.1016/j.bbi.2020.03.025
Kotler, P., Keller, K. L., & Martinović, M. (2014). Marketing management. MATE d.o.o.
Li, S., Wang, Y., Xue, J., Zhao, N., & Zhu, T. (2020). The impact of COVID-19 epidemic declaration on psychological consequences: A study on active Weibo users. International Journal of Environmental Research and Public Health, 17, 2032. https://doi.org/10.3390/ijerph17062032
Liu, P., He, J., & Li, A. (2019). Upward social comparison on social network sites and impulse buying: A moderated mediation model Curr Psychol of negative affect and rumination. Computers in Human Behavior, 96, 133–140. https://doi.org/10.1016/j.chb.2019.02.003
Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer behaviour during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of Risk and Financial Management, 13(8), 166. https://doi.org/10.3390/jrfm13080166
Malhotra, D. (2010). The desire to win: The effects of competitive arousal on motivation and behavior. Organizational Behavior and Human Decision Processes, 111, 139–146. https://doi.org/10.1016/j.obhdp.2009.11.005
Martin-Neuninger, R., & Ruby, M. B. (2020). What does food retail research tell us about the implications of Coronavirus (COVID-19) for grocery purchasing habits? Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01448
Mathes, B., Oglesby, M., Short, N., Portero, A., Raines, A., & Schmidt, N. (2017). An examination of the role of intolerance of distress and uncertainty in hoarding symptoms. Comprehensive Psychiatry, 72, 121–129. https://doi.org/10.1016/j.comppsych.2016.10.007
Matohanca, M. (2018). The use of psychological prices in marketing. Juraj Dobrila University of Pula.
Mihić, M., & Kursan, I. (2010). Influence of demographic and individual factors on impulsive buying. Market, 22(1), 7–28. https://hrcak.srce.hr/62108
Moors, A., Ellsworth, P. C., Scherer, K. R., & Frijda, N. H. (2013). Appraisal theories of emotion: State of the art nad future development. Emotion Review, 2, 119–124. https://doi.org/10.1177/1754073912468165
Nielsen. (2020). Covid-19 article. https://www.nielsen.com/?s=covid+19+&market=us&language=en
Oberst, U., Wegmann, E., Stodt, B., Brand, M., & Chamarro, A. (2017). Negative consequences from heavy social networking in adolescents: The mediating role of Fear of missing out. Journal of Adolescence, 55, 51–60. https://doi.org/10.1016/j.adolescence.2016.12.008
Parsad, C. (2020). Comparing between product-specific and general impulse buying tendency: Does shoppers’ personality influence their impulse buying tendency? Asian Academy of Management Journal, 24(2), 41–61. https://doi.org/10.21315/aamj2019.24.2.3
Przybylski, A. K., Murayama, K., De Haan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of Fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Rajan, D., Koch, K., Rohrer, K., Bajnoczki, C., Socha, A., Voss, M., Nicod, M., Ridde, V., & Koonin, J. (2020). Governance of the Covid-19 response: A call for more inclusive and transparent decision-making. BMJ Global Health, 5, 002655. https://doi.org/10.1136/bmjgh-2020-002655
Ribić, D., & Pleša Puljić, N. (2020). Basics of entrepreneurship. Školska knjiga, Zagreb.
Rook, D., & Hoch, S. (1985). Consuming impulses. Advances in Consumer Research, 12, 23–27. https://doi.org/10.1086/208514
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8 ed.). Prentice Hall.
Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20, 45–60. https://doi.org/10.1007/s11002-008-9049-y
Soče Kraljević, S., Galić, S., & Vidačak, Z. (2016). Exploring the impact of demographic factors on impulsive buying. Proceedings of the Faculty of Economics, University of Mostar, 22, 26–48. https://hrcak.srce.hr/203898
Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (global ed.). Pearson Higher Ed.
Suryaningsih, I. B. (2020). Hedonic shopping mediation on impulse buying determinants. Journal of Management and Business, 19(1), 1–13. https://doi.org/10.24123/jmb.v19i1.426
Turkalj, D. (2021). The effects of the pandemic crisis on the use of the media and the assessment of its importance in everyday life. CroDiM: International Journal of Marketing Science, 4(1), 121–130. https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=370298
Wang, C., Pan, R., Wan, X., Tan, Y., Xu, L., Ho, C. S., & Ho, R. C. (2020). Immediate psychological responses and associated factors during the initial stage of the 2019 coronavirus disease (COVID-19) epidemic among the general population in China. International Journal of Environmental Research and Public Health, 17, 1729. https://doi.org/10.3390/ijerph17051729
Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers? Indonesian Journal of Business and Entrepreneurship, 6(1), 74. https://doi.org/10.17358/ijbe.6.1.74
Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health Education & Behavior: the official publication of the Society for Public Health Education. 27, 591–615. https://doi.org/10.1177/109019810002700506
Wu, I. L., Chen, K. W., & Chiu, M. L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 110–115. https://doi.org/10.1016/j.ijinfomgt.2015.11.015
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2020). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information and Management, 58(1), 103283. https://doi.org/10.1016/j.im.2020.103283
Xiao, H., Zhang, Z., & Zhang, L. (2020). A diary study of impulsive buying during the COVID-19 pandemic. Current Psychology. https://doi.org/10.1007/s12144-020-01220-2
Yi, S. (2012). Shame-proneness as a risk factor of compulsive buying. Journal of Consume Policy, 35(3), 393–410. https://doi.org/10.1007/s10603-012-9194-9
Yuen, K. F., Wang, X., Ma, F., & Li, K. X. (2020). The psychological causes of panic buying following a health crisis. International Journal of Environmental Research and Public Health, 17(10), 3513. https://doi.org/10.3390/ijerph17103513
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Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2019). The impact of live video streaming on online purchase intention. Service Industries Journal, 40(9–10), 656–681. https://doi.org/10.1080/02642069.2019.1576642
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