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). © 2023, Evangelos Mourelatos and Emmanouela Manganari.

The Impact of COVID-19 on Online Fashion Apparel Purchase Intention

The purpose of this study is to determine the influence of Covid-19 on the intention to purchase online fashion clothing. A structured questionnaire was used to collect data from 231 customers in an online survey. The researchers utilised exploratory factor analysis to uncover the most important elements that influence customer behaviour while purchasing online fashion items. Multiple regression study revealed that situational variables, practical motive, and safety and precaution had a positive and substantial influence on customers' online buy intention for fashion items. Hedonic incentive, on the other hand, had a minor impact, despite being beneficial on purpose. A structured questionnaire was shared with the respondents for data collection. The Questionnaire was floated between individuals who purchase fashion apparel online. The questions assessing the four predictors were first subjected to an exploratory factor analysis. Second, multiple regression was used to determine the influence of these variables on online purchase intentions among customers.

Consumer's transition to online clothing buying during the COVID-19 pandemic: exploration through protection motivation theory and consumer well-being

Purpose>By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.Design/methodology/approach>A total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.Findings>Coping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.Research limitations/implications>Limitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.Practical implications>This study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.Originality/value>Given the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.

I am more inclined to buy online–novel social media engagement stimulated purchase intentions post-COVID-19: a case of Pakistani market

Purpose This study sheds light on the differential impact of social media brand engagement on two distinct types of purchase intentions, i.e. online and physical, in the special context of the post-COVID-19 situation in Pakistan. It has shed light on the factor (trust in online purchases during COVID-19) that has shaped the post-pandemic purchasing attitude. The above-stated association is unlocked based on the mediating role of brand equity. Design/methodology/approach The people who followed the social media pages of major sellers (apparel, grocery, food items and medical supplies) in Pakistan were included as the target population. A time-lagged web-based survey method was employed to collect primary data which generated 308 responses. Quantitative data were analyzed using SPSS 26.0. After checks for validity and reliability, mediation and moderation analysis were run by Hayes PROCESS model 4 and 14 respectively. Findings Results show that brand equity mediates the relationship of social media engagement with both online and physical purchase intentions. Further, results confirm that trust in online purchases during COVID-19 19 weakens the relationship of social media engagement with physical purchase intentions but strengthens with online purchase intentions. Originality/value This study attempts to unveil the moderation of trust in online purchases during COVID-19 on the relationship of social media engagement with online and physical purchase intentions through the mediation of brand equity.

The Effect of Perceived Benefits of E-Commerce Platforms on Online Purchase Intentions in The Context of the Pandemic Covid-19

E-commerce is an emerging market for every business and it has been started to discuss whether the new pandemic context changed the dynamics of this platform. The aim of this study is to investigate how pandemic anxiety has influenced the relationship between the perceptions of e-commerce platforms and purchase intentions. This study examines the moderation effect of pandemic anxiety on the relationship between the effectiveness and economic benefits of e-commerce platforms and online purchase intention. 513 individuals participated in the cross-sectional research survey in which, the perceived effectiveness of e-commerce platforms, economic benefits, pandemic anxiety, and online purchase intentions were measured. The quantitative analysis revealed that pandemic anxiety negatively moderates the relationship between the economic benefit and online purchase intention. Pandemic anxiety seems to alter the economically oriented customer choices and intentions. Our findings reveal that pandemic anxiety negatively moderates the economic benefits and purchase intentions relationship in e-commerce. Individuals in the face of the pandemic threat, seem to choose to invest their material resources to save biological entities and withdrawal from seeking cost reduction in e-commerce activities. We think that the priority of economic benefit in e-commerce changed to saving health due to the pandemic context. © All rights reserved 2022 Transnational Press London

Factors affecting vietnamese people's intention to buy health care products online during covid-19

Since the beginning of 2020, the COVID-19 epidemic has been spreading in more than 200 countries, infected more than 40 million people and more than 1 million people have died, leaving a severe impact on the economy and society worldwide, causing countries to constantly strengthen blockades and issue directives restricting the road and mass gatherings of people outside the public. The COVID-19 pandemic has re-erupted, seriously affecting the business of businesses and traditional stores. Many stores have to close their stores despite being selling essential goods. With the current covid epidemic situation, health care is at the forefront. As a result, the goal of this research is to figure out what elements impact customers' online purchase intentions for healthcare items. This study combines two methods of qualitative research and quantitative research. On a database collected from the survey of 400 people and analyzed using SPSS processing software. The study's findings reveal that price, trust, social media marketing, attitude, subjective norms, and health consciousness have an effect on online purchasing intention on healthcare products. The findings of the authors' research will be used to provide suggestions to businesses and online retailers in the context of the current COVID-19 epidemic, © 2022 IEEE.

Internet use as a form of direct sales for agro-food products- Empirical evidence before and during the COVID-19 pandemic

Selling agro-food products via the Internet is becoming an increasingly frequent means of sale. The importance of the Internet as a sales channel has been particularly pronounced during the COVID-19 pandemic, which has been characterised by the use of digital technologies in all spheres of human life. The paper presents an analysis of the Web farmer's market application (WFMA) over a 5-year period. WFMA is used by local producers in Istria County (Croatia) and online customers. The analysis was carried out in several steps using primary and secondary data sources. Primary data were collected by two online surveys on a farmers sample (N=89) and WFMA users (farmers) (N=53) and later analysed running x(2) test and T-test. Secondary data was collected mainly from the WFMA administration and from other available reliable sources.

Factors Affecting the Intention to Buy Online During Covid-19: Electronic Devices in Southern Vietnam

E-commerce is an industry that has an important influence on businesses in building business strategies. Vietnamese businesses are now promoting the development of e-commerce transactions to create a new way of doing business and attracting more customers. The e-commerce market brings a lot of benefits to businesses as well as convenience to customers. However, the market of this industry has fierce competition not only between domestic competitors, but also foreign competitors. In particular, during the raging epidemic of acute respiratory infections of COVID-19, this competition is increasing. Knowing that, this study focuses on exploring the influential factors such as product value, perceived risk, website quality, trust and perceived usefulness that affect customers’ online purchase intention. This study combines both qualitative and quantitative research methods. The survey has a scale of 481 people;the survey subjects are consumers in South Vietnam. After collecting the feedback samples, the data is analyzed using SPSS software. The results of the study show that product value, website quality, trust and perceived usefulness positively affect the online purchase intention. There is also a perceived risk factor that negatively affects online purchase intention. The study also showed that the three factors that have the greatest impact on online purchase intention are arranged in the following order: perceived usefulness, trust, and website quality. As a result of the study, a number of governance implications have been proposed to suit businesses in the context of the ongoing COVID-19 pandemic. © 2022, Springer Nature Switzerland AG.

THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparels via online platform during pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review', ‘Social Media Advertisement', and ‘Influencer Endorsement' have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r =. 25;r =. 35;r =. 48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media. © 2021. All Rights Reserved.

Exploring Chinese Consumers' Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic.

The outbreak of COVID-19 has significantly increased consumers' demands for online groceries, as well as healthy, safe, and better-quality food products. In China, certified food products are commonly perceived as safe and good-quality products. Therefore, this study investigated potential factors that influenced Chinese consumers' online shopping intentions toward certified food during the COVID-19 crisis. An integrated model was proposed by combining the technology acceptance model (TAM) and the theory of planned behaviour (TPB) with the impact of COVID-19 (IOC). The empirical results of structural equation modelling analysis with 491 usable responses revealed that the proposed model showed a good model fit and satisfactory explanatory power (R2 = 53%) regarding consumers' certified online food shopping intentions during the pandemic. The path analysis demonstrated that attitude, perceived behavioural control, perceived usefulness (PU), and IOC significantly affected consumers' online purchase intentions of certified food. PU and perceived ease of use (PEOU) were important drivers of attitudes, and PEOU significantly influenced PU. Moreover, the IOC was significantly related to most factors, except subjective norms. These findings can be useful for detecting changes in consumer behaviour, and providing suitable strategic implications for stakeholders in the Chinese certified food sector during the current and post-pandemic eras.