Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19

Pei Wang · Sindy Chapa

11 citations0/0 files storedFrontiers in Psychology

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This work aims to promote the development of the online shopping market and improve the online marketing effect of goods. First, entrepreneurial psychology and online shopping are discussed. Then, impulse buying behavior (IBB) is analyzed, and the IBB model and hypotheses of consumers are proposed under the psychological model. Finally, consumers' IBB during COVID-19 is assessed under the psychological models. Hedonic shopping value (HSV) is a psychological factor directly affecting consumers' IBB during COVID-19. The results indicate that COVID-19 has a specific stimulating effect on IBB. Meanwhile, the types of goods consumers buy during COVID-19 vary widely across age groups and regions. Overall, clothing is the most purchased item by consumers. This work provides the main reference for the improvement of the online commodity marketing effect and makes a crucial contribution to the development of the online shopping market.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1995Normative Influences on Impulsive Buying Behavior 2021Researching and Practicing Positive Psychology in Second/Foreign Language Learning and Teaching: The Past, Current Status and Future Directions 2019Impulse buying: a meta-analytic review 2001Determinants of the intention to use Internet/WWW at work: a confirmatory study 2020Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues 2020Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis

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