Consumer behavior in response to the effects of the covid-19 pandemic: a study on the relationship between self-isolation intention and unusual purchases

• Autor(a) principal: Martins de Paiva, Eliane
• Data de Publicação: 2023
• Outros Autores: Silva Neto, G. R., Ferreira da Silva, Antonio Donizete, Araujo Carneiro da Cunha, Júlio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Future Studies Research Journal: Trends and Strategies
• Texto Completo: https://www.revistafuture.org/FSRJ/article/view/744
• topic: Comportamento do consumidor; Compra Incomum; autoisolamento; Covid 19; Consumer Behavior; Unusual Purchase; Self-isolation; Covid-19

Purpose: The aim of this study is to investigate consumer behavior in the context of the COVID-19 pandemic in Brazil to assess the relationship between the intention of self-isolation and to make unusual purchases. Methodology /Approach: Through an online survey with a sample of 181 individuals in Brazil, the proposed model and hypotheses were tested using Structural Equation Modeling (PLS-SEM.) Findings: The results demonstrate a link between perceived severity in the two behavioral responses measured, the intention to make unusual purchases and, more strongly, the intention to voluntary self-isolation. Originality/Value: The study discusses consumer behavior for unusual purchases (cyberchondria) in risky situations such as the COVID-19 pandemic in Brazil. Contributions and implications: We demonstrate how information overload leads to cyberchondria. In addition, the perceived severity leads the individual to make unusual purchases and self-isolation. In turn, exposure to online information sources leads to cyberchondria, which leads to behavior that increases the intention to make unusual purchases, and to self-isolation, which further increases exposure to online information. Furthermore, this study extends existing research (Laato et al., 2020) that suggests that research be carried out in different contexts.