Impulsive and Compulsive Buying Tendencies and Consumer Resistance to Digital Innovations: The Moderating Role of Perceived Threat of COVID-19

Hung Xin Li; Komal Hassan; Haider Ali Malik; Marhana Mohamed Anuar; Tariq Iqbal Khan; Mohd Rafi Yaacob

doi:10.3389/fpsyg.2022.912051

Frontiers in Psychology (Jun 2022)

Impulsive and Compulsive Buying Tendencies and Consumer Resistance to Digital Innovations: The Moderating Role of Perceived Threat of COVID-19

Hung Xin Li,
Komal Hassan,
Haider Ali Malik,
Marhana Mohamed Anuar,
Tariq Iqbal Khan,
Mohd Rafi Yaacob

Affiliations

Hung Xin Li: Department of Logistics Management, Faculty of Operation Research, National Defence University, Taoyuan, Taiwan
Komal Hassan: Department of Home Economics, Faculty of Arts and Social Sciences, Lahore College for Women University, Lahore, Pakistan
Haider Ali Malik: FAST School of Management, National University of Computer and Emerging Sciences, Islamabad, Pakistan
Marhana Mohamed Anuar: Faculty of Business Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus, Malaysia
Tariq Iqbal Khan: Department of Management Sciences, The University of Haripur, Haripur, Pakistan
Mohd Rafi Yaacob: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu, Malaysia

DOI: https://doi.org/10.3389/fpsyg.2022.912051
Journal volume & issue: Vol. 13

Abstract

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Based on the theory of reasoned action and innovation resistance theory, this study aims to explore the tendencies of consumer resistance to digital innovation and the moderating role of a perceived threat of coronavirus disease 2019 (COVID-19). Data were collected using a cross-sectional online survey of 1,000 consumers of fast-moving consumer goods (FMCGs) in Pakistan. The results revealed several significant relationships between tendencies (impulsive and compulsive) of consumer resistance to digital innovation and the perceived threat of COVID-19. This study brings several key insights for consumers of FMCG products from Pakistan, and many theoretical and practical implications and future research directions are suggested.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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