Document Type
Research Paper
Publication Date
2021
Abstract
Due to COVID-19 pandemic, online purchases have become the new normal. Based on the S-O-R framework, this study proposed a model to understand consumers’ impulsive shopping behavior during post COVID-19 era in China. This study investigated the antecedents of impulsive purchase behavior, while exploring the product categories most likely to be consumed because of the pandemic. An online survey was employed using a convenience national sample frame in China. A total sample of 322 was used to test the proposed model, hypotheses and answer the research questions. Theoretically, the study provides an alternative model that explains the role of website appearance and ease of use on impulsive buying behavior. In addition, the findings indicated the latter variables relate to consumers’ product involvement, which affect the hedonic value and, in turn, predicts impulsive shopping behavior. Overall, Chinese participants indicated the most purchased products during post COVID-19 era in 2020 are clothing.
Recommended Citation
Wang, Pei and Chapa, Sindy, "Post-pandemic Impulse Buying Behavior: Exploring the Antecedents of Impulsive Buying Across Product Categories During Post COVID-19 Era in the China" (2021). Association of Marketing Theory and Practice Proceedings 2021. 31.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/31
