The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers

Andrzej Szymkowiak; Piotr Gaczek; Kishokanth Jeganathan; Piotr Kulawik

doi:10.1002/cb.1853

journal article Aug 06, 2020

The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers

Andrzej Szymkowiak

Piotr Gaczek

Kishokanth Jeganathan

Piotr Kulawik

Journal of Consumer Behaviour Vol. 20 No. 1 pp. 48-60 · Wiley

View at Publisher Save 10.1002/cb.1853

Abstract

AbstractThe study investigated how the perception of in‐shop COVID‐19 contraction influences emotions in decision‐making and how they further effect actions undertaken by consumers to control the situation within a store. Structural equation modeling was used to study the relationship between the risk of in‐store infection, emotions and in‐shop behavior, based on data retrieved from 914 questionnaires. Results showed, that the perceived risk of becoming infected in a store causes an increase in arousal and, at the same time, a decrease in perceived pleasure during shopping. The rise in arousal led to an increase in consumers taking actions to decrease their risk of contagion, while an increase in noticeable pleasure lowered interest of following recommendations for pandemic behavior. The findings imply that through changes regarding in‐store atmosphere, stationary shops can provide consumers with a sense of urgency and awareness of infection risk so that they may do their shopping more efficiently.

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Details

Published: Aug 06, 2020
Vol/Issue: 20(1)
Pages: 48-60
License: View

Authors

A

Andrzej Szymkowiak

Department of Commerce and Marketing, Institute of Marketing Poznań University of Economics and Business Poznań Poland

P

Piotr Gaczek

Department of Marketing Strategies Institute of Marketing, Poznań University of Economics and Business Poznań Poland

K

Kishokanth Jeganathan

Department of Commerce and Marketing, Institute of Marketing Poznań University of Economics and Business Poznań Poland

P

Piotr Kulawik

Department of Animal Products Technology, Faculty of Food Technology University of Agriculture in Kraków Kraków Poland

Cite This Article

Andrzej Szymkowiak, Piotr Gaczek, Kishokanth Jeganathan, et al. (2020). The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers. Journal of Consumer Behaviour, 20(1), 48-60. https://doi.org/10.1002/cb.1853

The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers

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