The Changes of Consumption Behavior in Bengkulu, Indonesia: Case of Purchasing Corona Prevention Products Through Indirect Ditribution Channel
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: COVID-19, government regulation and social media have changed many aspects of life including consumption behavior. The influence of social media by spreading massive news about COVID-19 also have the impact toward emotions threat, perceived risk, and perceived value of consumption behavior in Bengkulu Province, Indonesia. This research aims to analyze the extent to which changes in the consumption behavior, mainly for purchasing of corona prevention products through indirect distribution channels. Research design, data and methodology: This research was descriptive quantitative using the IPA method with sample of people in Bengkulu Province. This study obtained 208 respondent data from questionnaires and tested the validity and reliability with corrected-item total correlation method. Results: The study found that COVID-19 pandemic and government regulation variable were in quadrant II, in quadrant III there were social media variable, emotions threat and perceived risk. Meanwhile, in quadrant IV there were perceived value variable. Conclusions: The findings indicated that COVID-19 and government regulation are the most variable that influence people to buy corona prevention product, meanwhile perceived value is the less influence variable. Therefore, government and marketers have to prepare strategic plan in order to raise people awareness to avoid corona by buying corona prevention product.
Abstract
Purpose: COVID-19, government regulation and social media have changed many aspects of life including consumption behavior. The influence of social media by spreading massive news about COVID-19 also have the impact toward emotions threat, perceived risk, and perceived value of consumption behavior in Bengkulu Province, Indonesia. This research aims to analyze the extent to which changes in the consumption behavior, mainly for purchasing of corona prevention products through indirect distribution channels. Research design, data and methodology: This research was descriptive quantitative using the IPA method with sample of people in Bengkulu Province. This study obtained 208 respondent data from questionnaires and tested the validity and reliability with corrected-item total correlation method. Results: The study found that COVID-19 pandemic and government regulation variable were in quadrant II, in quadrant III there were social media variable, emotions threat and perceived risk. Meanwhile, in quadrant IV there were perceived value variable. Conclusions: The findings indicated that COVID-19 and government regulation are the most variable that influence people to buy corona prevention product, meanwhile perceived value is the less influence variable. Therefore, government and marketers have to prepare strategic plan in order to raise people awareness to avoid corona by buying corona prevention product.
참고문헌 (34)
- Belanche, D., "Website usability, consumer satisfaction and the intention to use a website : The moderating effect of perceived risk", Journal of Retailing and Consumer Services, 19(1), pp.124~132 (2012)[DOI]
- Bhukya, R., "The effect of perceived risk dimensions on purchase intention : An empirical evidence from Indian private labels market", American Journal of Business, 30(4), pp.218~230 (2015)[DOI]
- Bolton, R. N., "A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes", Journal of Marketing, 55(1), pp.1~ (1991)[DOI]
- Chang, E. C., "Research note : E-store image, perceived value and perceived risk", Journal of Business Research, 66(7), pp.864~870 (2013)[DOI]
- Cox, D. F., "Perceived Risk and Consumer Decision-Making : The Case of Telephone Shopping", Journal of Marketing Research, 1(4), pp.32~ (1964)[DOI]
- DSouza, R. S., "YouTube as a source of medical information on the novel coronavirus 2019 disease(COVID-19)pandemic", Global Public Health, 15(7), pp.935~942 (2020)[DOI]
- DeMarrais, "Foundations for Research: Methods of Inquiry in Education and the Social Sciences" (2004), LEA Publisher
- Dodds, W. B., "Effect of Price, Brand, and Store Information Buyers Evaluations", Journal of Marketing Research, 28(3), pp.307~319 (1991)
- Featherman, M. S., "Reducing online privacy risk to facilitate e-service adoption : The influence of perceived ease of use and corporate credibility", Journal of Services Marketing, 24(3), pp.219~229 (2010)[DOI]
- Glaeser, E. L., "Psychology and The Market", Harvard Institute of Economic Research, 94(2), pp.408~413 (2003)
- Hair, J. F., "Multivariate Data Analysis : A Global Perspective" (2010), Pearson
- Han, M. C., "Why Consumers Hesitate to Shop Online: Perceived Risk and Product Involvement on Taobao.com", Journal of Promotion Management, 23(1), pp.24~44 (2017)[DOI]
- Hellier, P. K., "Customer repurchase intention", European Journal of Marketing, 37(11, pp.12) (2003), 1762~1800
- Holbrook, M. B., "Consumption experience, customer value, and subjective personal introspection : An illustrative photographic essay", Journal of Business Research, 59(6), pp.714~725 (2006)[DOI]
- Hoyer, W., "Consumer Behavior" (2014), Cengage Learning
- Kaplan, A. M., "Users of the world, unite! The challenges and opportunities of Social Media", Business Horizons, 53(1), pp.59~68 (2010)[DOI]
- Kim, H. K., "Toward a comprehensive theory of problematic Internet use : Evaluating the role of self-esteem, anxiety, flow, and the self-rated importance of Internet activities", Computers in Human Behavior, 25(2), pp.490~500 (2009)[DOI]
- Krippendorff, K., "Content Analysis an Introduction to Its Metodology" (2004), Sage Publiction
- Lazarus, R.S, "Stress, Appraisal, and Coping: A new synthesi Vol. 148" (1984), Springer
- Lazarus, R. S., "Progress on a cognitive-motivational-relational theory of emotion", American Psychologist, 46(8), pp.819~834 (1991)[DOI]
- Magal, R. S., "Using importance-performance analysis to evaluate e-business strategies among small businesses", Proceedings of the Annual Hawaii International Conference on System Sciences, (C), pp.176~ (2005)
- Martilla, J., "Importance-Performance Analysis : An easily applied technique for measuring attribute importance and performance can further the development of effective marketing programs", Journal of Marketing, 41(1), pp.77~79 (1977)[DOI]
- Muntinga, D. G., "Introducing COBRAs : Exploring motivations for Brand-Related social media use", International Journal of Advertising, 30(1), pp.37~41 (2011)[DOI]
- "Race Against COVID-19: A Deep Dive on How Indonesian Consumers Are Reacting to the Virus" (2020)[URL]
- Russell, J. A., "A description of the affective quality attributed to environments", Journal of Personality and Social Psychology, 38(2), pp.311~322 (1980)[DOI]
- Smith, C. A., "Appraisal Components, Core Relational Themes, and the Emotions", Cognition and Emotion, 7(3-4), pp.233~269 (1993)[DOI]
- Spais, G. S., "Path Modeling The Antecedent Factors To Consumer Repurchase Intentions For Advanced Technological Food Products : Some Correlations Between Selected Factor Variables", Journal of Business Case Studies(JBCS), 2(2), pp.45~72 (2006)[DOI]
- Thakur, R., "Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India", Internet Research, 24(3), pp.369~392 (2014)[DOI]
- Wang, E. S. T., "The influence of visual packaging design on perceived food product quality, value, and brand preference", International Journal of Retail and Distribution Management, 41(10), pp.805~816 (2013)[DOI]
- Wood, C. M, "Incorporating Perceived Risk into Models of Consumer Deal Assessment and Purchase Intent", Advances in Consumer Research, 23, pp.399~404 (1996)
- Yi, S., "Coping with negative emotions in purchase-related situations", Journal of Consumer Psychology, 14(3), pp.303~317 (2004)[DOI]
- Yu, H. S., "Service Quality, Perceived Value, Customer Satisfaction, and Behavioral Intention Among Fitness Center Members Aged 60 Years and Over", ARPN Journal of Engineering and Applied Sciences, 13(2), pp.632~637 (2014)[DOI]
- Yu, S., "The effects of consumers perceived values on intention to purchase upcycled products", Sustainability (Switzerland), 11(4), pp.3390~ (2019)[DOI]
- Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Blood, 62(5), pp.1047~1054 (1983)[DOI]