The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens
Rizwan Raheem Ahmed, Dalia Streimikiene, Jo-Ann Rolle, Pham Anh Duc
Keywords:
COVID-19 pandemic, impulse buying behavior, theory of fear, panic buying, SEM-based multivariate
approach
Abstract:
In an analysis based on the theory of Fear, this study examines impulse purchase patterns during
the COVID-19 Pandemic across major US urban centers. Data from 889 US consumers were collected
from leading US cities to evaluate impulse buying behavior fluctuations using SEM-based
multivariate approaches to examine the survey statistics. We used COVID-19 as a moderating
variable of this impulse purchase behavior. The results confirmed that Fear of a complete lockdown,
peers buying, scarcity of essential products on shelves, US stimulus checks, the limited
supply of essential goods, and panic buying have had a compelling and affirmative influence on
the sharp swings of impulse buying patterns. The findings further confirm that Fear Appeal and
social media fake news have had a strong positive impact on impulse buying as mediating factors.
Finally, it was concluded that COVID-19 is a significant moderating factor influencing the
impulse buying behavior of US citizens. The practical implications suggest that marketers and
brand managers should devise novel strategies to enhance their brand’s market share to attain
a competitive advantage in COVID-19 or similar panic situations in the future. These research
findings are essential to comprehend the sharp fluctuations of impulse buying patterns in the
current cutthroat competition environment across the US and other parts of the world.
Fulltext download:
 The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens [PDF file] [Filesize: 1.17 MB]
 10.7441/joc.2020.03.01
Ahmed, R. R., Streimikiene, D., Rolle, J-A, & Duc, P. A. (2020). The COVID-19 Pandemic and the
Antecedants for the Impulse Buying Behavior of US Citizens. Journal of Competitiveness, 12(3), 5–27. https://doi.org/10.7441/joc.2020.03.01
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