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Venkatesh, Madhan (2022) Impulse purchasing during Covid-19: a quantitative study in Kuala Lumpur. [Dissertation (University of Nottingham only)]

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Abstract

COVID-19 and the subsequent lockdown has had a tremendous impact on consumer behavior of people. This paper seeks to evaluate how COVID-19 has affected consumer behavior.

Aim – To investigate the antecedents of impulse purchasing using widely researched constructs, focusing on Kuala Lumpur during the COVID-19 pandemic

Design and methodology – A quantitative cross-sectional research design was adopted for this study, to investigate the chosen constructs i.e., hedonic consumption, money available, panic due to COVID-19, promotional signage, social needs, and shopping enjoyment tendency. Data was collected from survey using Qualtrics online survey and SmartPLS software was employed to analyze the data.

Findings – Significant relationship was observed the constructs hedonic consumption, money available, panic due to COVID-19, promotional signage, and the dependent variable urge to purchase. In the moderation analysis, it was shocking to find that fear of COVID-19 had no moderation effect on any other independent variables except for Money Available.

Value added – COVID-19 is a new phenomenon that has not been researched much. In this paper, the author used panic due to COVID-19 as a moderator to understand the extent to which COVID-19 played a role in impulse buying.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	impulse buying, promotional signage, consumer behavior, Covid-19, quantitative method
Depositing User:	Venkatesh, Madhan
Date Deposited:	28 Feb 2022 02:59
Last Modified:	28 Feb 2022 02:59
URI:	https://eprints.nottingham.ac.uk/id/eprint/66817

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