Effect of the COVID-19 Pandemic on Consumers' Impulse Buying: The Moderating Role of Moderate Thinking

How does COVID-19 pandemic affect entrepreneur anxiety? The role of threat perception and performance pressure

The entrepreneurial firms may be more vulnerable to the COVID-19 pandemic, and the entrepreneurs of entrepreneurial firms are also threatened by the revenues decline and business failure, which vehemently affect their well-being. The mental health of the entrepreneur decides whether the entrepreneurial firms can make the right decision, which is related to the healthy development of the entrepreneurial firms. Based on the event system theory and the cognitive appraisal theory, this paper aims to explore the effect of COVID-19 pandemic on the entrepreneur anxiety, and the threat perception and performance pressure are introduced to investigate the mediating mechanism and boundary of this effect. Using the simple random sampling to obtain questionnaire survey data, 168 entrepreneurs of entrepreneurial firms have participated in the empirical study, and the research results are as follows. First, the COVID-19 pandemic significantly positively affects entrepreneur anxiety. Second, the entrepreneur threat perception plays a mediating role between the COVID-19 pandemic and the entrepreneur anxiety, which means the COVID-19 pandemic can enhance the external threat perception of entrepreneurs, and then affect the entrepreneur anxiety. Third, the positive effect of the COVID-19 pandemic on the entrepreneur anxiety is strengthened by the entrepreneur performance pressure, while the positive effect of entrepreneur threat perception on entrepreneur anxiety is weakened by the entrepreneur performance pressure. The above findings are helpful to explore the mechanism of the COVID-19 pandemic and other critical crisis events on entrepreneurs’ mental health from the new perspective of cognitive appraisal theory and event system theory, filling the research gaps between the COVID-19 pandemic and entrepreneur anxiety. Besides, this study broadens the applied range of the cognitive appraisal theory and the event system theory in the fields of crisis situations and entrepreneur research, and enriches the research outputs. Furthermore, this study will help provide a new theoretical analysis insight for the related research on how the COVID-19 pandemic affects entrepreneurs’ psychology, and further deepen researchers to understand the mechanism of entrepreneur anxiety under the COVID-19 pandemic, providing theoretical inspirations for reducing entrepreneur anxiety. What’s more, this study finds that individual pressure can affect their cognitive appraisal, which means that future research should take the pressure influential mechanism into consideration in the process of exploring “external stimulus--cognitive appraisal--emotional response,” further expanding the theoretical model of cognitive appraisal proposed from the perspective of pressure.

Effects of Negative Emotions and Cognitive Characteristics on Impulse Buying During COVID-19

The COVID-19 pandemic has seriously disrupted the individual buying habits along with their consumption patterns. Previous studies indicated that anxiety and depression were related to impulse buying. However, no research has explored the mechanism possibly underlying the association between anxiety, depression, and impulse buying. Based on the regulatory focus theory and the emotion-cognition-behavior loop, this study aimed to examine the impacts of negative emotions on impulse buying and the mediating role of cognitive characteristics during the COVID-19 pandemic. In April 2021, 734 Chinese undergraduates were recruited by cluster sampling and they completed self-report measures of anxiety, depression, intolerance of uncertainty, cognitive flexibility, and impulse buying. Results showed that impulse buying was positively associated with anxiety, depression, and intolerance of uncertainty, while it was negatively associated with cognitive flexibility. Cognitive flexibility fully mediated the effects of anxiety and depression on cognitive facet of impulse buying. Meanwhile, intolerance of uncertainty fully mediated the effects of anxiety and depression on affective facet of impulse buying. Overall, this study shows that different pathways can explain how anxiety and depression exacerbate two aspects of impulse buying, and it highlights the importance of cognitive characteristics for the link between negative emotions and impulse buying. Intervention programs should focus on increasing cognitive flexibility and tolerance to uncertainty of high-risk individuals, so as to strengthen their adaptive purchase behaviors.

Food Traceability as an Element of Sustainable Consumption-Pandemic-Driven Changes in Consumer Attitudes

A conscious approach to the issue of food traceability on the part of consumers is essential for making rational food purchases, which in turn contributes to sustainable consumption and globally, is an element of sustainable development. The study aims to assess the changes in consumers' buying behaviors in the context of food traceability before and during the COVID-19 pandemic, as well as the impact of sociodemographic factors on those changes. Therefore, an online survey was conducted on a sample of 1000 respondents who were Polish food consumers. The study covered aspects related to the traceability of food by consumers before and during the pandemic. The results allowed for positive verification of the H1: Polish consumers attitudes related to food buying process changed during the COVID-19 pandemic. The results didn't allow for fully positive verification of the H2: Sociodemographic factors significantly influence Polish consumers attitudes to the food shopping during COVID-19 period compared to pre-pandemic period. The significant influence was supported in almost all (in 6 out of 8) analyzed aspects in case of age, education, and place of residence. However, in case of gender it was confirmed only in terms of two out of eight aspects: choosing product of national origin and using the online form of ordering purchases.

Understanding Chinese Consumers' Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers' ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers' purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.