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

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.

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