Within a few weeks, the situation surrounding this virus developed into a pandemic, paralyzing economies as well as financial markets all over the world and bringing national health systems close to collapse. The novel SARS-CoV-2 virus that started to spread across the globe at the start of 2020 provides such a research opportunity. To prepare for future pandemics and other global crises, insights drawn from scientific research of different disciplines conducted during these events are needed. History shows that the world has been repeatedly affected by pandemics over the past decades these pandemics have included the “Spanish Flu” of 1918–1919, the “Asian Flu” of 1957–1958, the “Hong Kong Flu” of 1968, SARS-CoV-1 of 2002–2003, and the “Swine Flu” of 2009–2010. We provide recommendations for e-commerce companies on ways to address consumers’ purchase motives and strategically harness normative influences. Furthermore, we find that hedonic motivation is a better predictor of purchase intentions than utilitarian motives and that individuals practicing social distancing, generation Z, and women show higher levels of hedonic motivation. The results show that normative determinants such as media reports on the economic situation are related to consumers’ purchase intentions, whereas the normative influence of close social networks is not. We use survey data from 451 German consumers to examine the relations between normative, utilitarian and hedonic motives, and purchase intentions employing structural equation modeling. This study investigates online shopping motives of generation Y and Z during the COVID-19 shutdown in April 2020.
#Hedonic motives drivers
The investigation of established drivers of online purchase behavior is of great relevance during the COVID-19 pandemic, as companies must anticipate consumer behavior during this global crisis to maintain a competitive edge.
0 kommentar(er)
