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COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

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  • Prince Clement Addo
  • Fang Jiaming
  • Nora Bakabbey Kulbo
  • Li Liangqiang

Abstract

The 2019 novel coronavirus is a non-segmented positive-sense RNA virus belonging to the Coronaviridae-Nidovirales family. We examined the swings in purchase behavior following the outbreak of the COVID-19 in Wuhan, China, and across the world based on the theory of fear appeal. We gathered published statistics (suspected, confirmed, and fatality) on the COVID-19 alongside the purchase of personal protective equipment to examine the swings in online purchase behavior. With a serial mediated analysis, we established that fear appeal is associated with the sharp dynamics in the online purchase as related to the COVID-19. The results confirmed that fear appeal promotes social presence in anticipation of seeking affection, acceptance, and social information. This feeling is a precondition for developing e-loyalty, which promotes purchase behavior. Even though our variables might not be conclusive enough, we believe the findings are fundamental to understanding the swings in the purchase trend in this and any similar situations.

Suggested Citation

  • Prince Clement Addo & Fang Jiaming & Nora Bakabbey Kulbo & Li Liangqiang, 2020. "COVID-19: fear appeal favoring purchase behavior towards personal protective equipment," The Service Industries Journal, Taylor & Francis Journals, vol. 40(7-8), pages 471-490, June.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:7-8:p:471-490
    DOI: 10.1080/02642069.2020.1751823
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