Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/3957
Title: COVID-19 involvement, shopping motives and buying behaviour : a German/South African comparison
Authors: Corbishley, Karen M.
Mason, Roger B.
Dobbelstein, Thomas
Keywords: Pandemic;COVID-19;Consumer involvement;Hedonic;Hedonism;Utilitarian;Utilitarianism;Impulse shopping;Planned shopping
Issue Date: 25-Apr-2022
Publisher: Expert Journals
Source: Corbishley, K.M., Dobbelstein, T. and Mason, R. B. 2022. COVID-19 involvement, shopping motives and buying behaviour : a German/South African comparison. Expert Journal of Marketing. 10(1): 43-61.
Journal: Expert Journal of Marketing; Vol. 10, Issue 1 
Abstract: 
This study aimed to investigate whether consumers’ personal involvement with the
COVID-19 pandemic led to hedonic or utilitarian buying motives, and how these
buying motives might encourage impulse or planned buying behaviour. Furthermore,
it examined whether these influences differed between a developed country
(Germany) and a developing country (South Africa). The methodology involved a
quantitative, descriptive, cross sectional survey, using a questionnaire based on the
literature and sent by e-mail to a quota sample from an online-accessed consumer
panel. Useable responses of 548 each from the two countries were analysed, showing
that respondents with high levels of involvement with COVID-19 also show high
levels of hedonic motivation, whereas utilitarian motivation appeared less important
and not linked to a greater involvement with COVID-19. The study also found that a
high hedonic motivation is associated with more impulsive shopping, whereas
utilitarian motivation is not. The implication is that those with a utilitarian motivation
tend towards planned shopping. Finally, the findings show that there appear to be no
significant differences between the buying behaviour of consumers in a developing
country and a developed country. This study contributed new knowledge about
consumer shopping behaviour by examining the interaction of the hedonic/utilitarian
construct and the impulsive shopping construct as components of consumer
behaviour, research that has not been done before, and especially not in a developing
country nor relative to the COVID-19 pandemic.
URI: https://hdl.handle.net/10321/3957
ISSN: 2344-6773
Appears in Collections:Research Publications (Management Sciences)

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