Changes in consumer spending behavior during the COVID-19 pandemic across product categories

Purchasing Under the Influence of Alcohol: The Impact of Hazardous and Harmful Patterns of Alcohol Consumption, Impulsivity, and Compulsive Buying

The current research examined how hazardous and harmful patterns of alcohol consumption, problematic online shopping when drinking alcohol, impulsivity, and compulsive buying were associated with and predicted the frequency of making purchases while under the influence of alcohol. A sample of American adults between the ages of 25 and 64 who reported having at least one drink per week over the past 6 months were surveyed. Regression-based path modeling revealed for those who made online purchases while moderately intoxicated, hazardous and harmful patterns of drinking alcohol and, problematic online shopping when drinking alcohol, predicted the frequency of making purchases while intoxicated. For those who made online purchases while heavily intoxicated, hazardous and harmful patterns of drinking alcohol, impulsivity, problematic online shopping when drinking alcohol, and compulsive buying predicted the frequency of making purchases while intoxicated. We explain our findings by suggesting individuals engage in frequent drunk purchases because they are motivated to alleviate their negative mood states.

How to increase consumer intention to use Chatbots? An empirical analysis of hedonic and utilitarian motivations on social presence and the moderating effects of fear across generations

As chatbots become more advanced and popular, marketing research has paid enormous attention to the antecedents of consumer adoption of chatbots. This has become increasingly relevant because chatbots can help mitigate the fear and loneliness caused by the global pandemic. Therefore, unlike previous work that focused on design factors, we theorize that social presence serves a mediating role between consumer motivations (i.e., hedonic and utilitarian) and intention to use a chatbot service based on self-determination theory. Our results from a structural equation model (n  = 377) indicate that hedonic (but not utilitarian) motivation significantly affects chatbots’ social presence, ultimately influencing intention to use the chatbot service. We also found that fear of COVID-19 amplifies the effect of social presence on intention to use the chatbot service. In this dynamic, we found an additional moderated moderation effect of generational cohorts (i.e., baby boomers and Generations X, Y, and Z) in experiencing different levels of fear of COVID-19. Overall, our findings emphasize the importance of motivation-matching features for consumer adoption of chatbot services. Our findings also indicate that marketers may utilize the fear element to increase adoption of chatbot services, especially when targeting the young generations (e.g., Generation Z).