Consumer behavior in response to the effects of the covid-19 pandemic: a study on the relationship between self-isolation intention and unusual purchases
Keywords:Consumer Behavior, Unusual Purchase, Self-isolation, Covid-19
Purpose: The aim of this study is to investigate consumer behavior in the context of the COVID-19 pandemic in Brazil to assess the relationship between the intention of self-isolation and to make unusual purchases.
Methodology /Approach: Through an online survey with a sample of 181 individuals in Brazil, the proposed model and hypotheses were tested using Structural Equation Modeling (PLS-SEM.)
Findings: The results demonstrate a link between perceived severity in the two behavioral responses measured, the intention to make unusual purchases and, more strongly, the intention to voluntary self-isolation.
Originality/Value: The study discusses consumer behavior for unusual purchases (cyberchondria) in risky situations such as the COVID-19 pandemic in Brazil.
Contributions and implications: We demonstrate how information overload leads to cyberchondria. In addition, the perceived severity leads the individual to make unusual purchases and self-isolation. In turn, exposure to online information sources leads to cyberchondria, which leads to behavior that increases the intention to make unusual purchases, and to self-isolation, which further increases exposure to online information. Furthermore, this study extends existing research (Laato et al., 2020) that suggests that research be carried out in different contexts.
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Copyright (c) 2023 Eliane Martins de Paiva, Genésio Renovato da Silva Neto, Antonio Donizete Ferreira da Silva, Júlio Araujo Carneiro da Cunha
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