Impulsive and Compulsive Buying Tendencies and Consumer Resistance to Digital Innovations: The Moderating Role of Perceived Threat of COVID-19

Hung Xin Li; Komal Hassan; Haider Ali Malik; Marhana Mohamed Anuar; Tariq Iqbal Khan; Mohd Rafi Yaacob

doi:10.3389/fpsyg.2022.912051

Impulsive and Compulsive Buying Tendencies and Consumer Resistance to Digital Innovations: The Moderating Role of Perceived Threat of COVID-19

Front Psychol. 2022 Jun 2:13:912051. doi: 10.3389/fpsyg.2022.912051. eCollection 2022.

Authors

Hung Xin Li¹, Komal Hassan², Haider Ali Malik³, Marhana Mohamed Anuar⁴, Tariq Iqbal Khan⁵, Mohd Rafi Yaacob⁶

Affiliations

¹ Department of Logistics Management, Faculty of Operation Research, National Defence University, Taoyuan, Taiwan.
² Department of Home Economics, Faculty of Arts and Social Sciences, Lahore College for Women University, Lahore, Pakistan.
³ FAST School of Management, National University of Computer and Emerging Sciences, Islamabad, Pakistan.
⁴ Faculty of Business Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus, Malaysia.
⁵ Department of Management Sciences, The University of Haripur, Haripur, Pakistan.
⁶ Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu, Malaysia.

Abstract

Based on the theory of reasoned action and innovation resistance theory, this study aims to explore the tendencies of consumer resistance to digital innovation and the moderating role of a perceived threat of coronavirus disease 2019 (COVID-19). Data were collected using a cross-sectional online survey of 1,000 consumers of fast-moving consumer goods (FMCGs) in Pakistan. The results revealed several significant relationships between tendencies (impulsive and compulsive) of consumer resistance to digital innovation and the perceived threat of COVID-19. This study brings several key insights for consumers of FMCG products from Pakistan, and many theoretical and practical implications and future research directions are suggested.

Keywords: compulsive buying tendency; consumer resistance; digital innovation; impulsive buying tendency; perceived threat of COVID-19.