Kim S, Sheng X, Ketron SC. The Roles of Legacy Versus Social Media Information Seeking in
American and Chinese Consumers’ Hoarding During COVID-19.
JOURNAL OF INTERNATIONAL MARKETING 2022;
30:38-55. [PMCID:
PMC9008476 DOI:
10.1177/1069031x221089347]
[Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 07/08/2023]
Abstract
Through two studies conducted with cross-cultural samples (the United States and
China), this research examines the psychological mechanism of consumer hoarding
during COVID-19. Findings from Study 1 suggest that consumer hoarding is
differently affected by legacy and social media information seeking, perceived
scarcity, and scarcity attributions in the United States versus China. For
China, while social media information seeking has a negative downstream
relationship to hoarding, legacy media information seeking has a positive
relationship with hoarding. In the United States, only social media information
seeking has a positive relationship with hoarding. Further, these effects are
significant when consumers attribute the scarcity responsibility to insufficient
supply but not high demand. Study 2 shows that when the cause of scarcity is
stated directly, perceived scarcity increases hoarding intention for Chinese
consumers when the scarcity cause is due to supply but not demand, whereas U.S.
consumers’ hoarding intention does not vary with the scarcity cause. The
findings underscore cross-cultural differences in how legacy and social media
information seeking influence consumer hoarding and highlight implications for
situations in which hoarding is likely.
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