![]() ![]() Therefore, according to the basic theory of marketing, this study systematically sorts out the multiple dimensions of changes in consumer purchase behavior under the COVID-19 pandemic, and improves the items of the purchase behavior changes in each dimension, so as to provide supplements for the theory of consumer behavior.Ĭountries around the world have adopted special measures such as regional blockades in the process of fighting the epidemic. However, the changes in purchase behavior in the above literature focus on changes in a single dimension, and do not systematically sort out the changes in consumer purchase behavior under the COVID-19 pandemic. The application of digital technology has created favorable conditions for consumers to participate in online shopping, and consumers’ online purchase activities have increased significantly ( Jiang and Nikolaos, 2021). While purchase behavior in the middle of the COVID-19 pandemic is characterized by mobility ( Gao et al., 2020 Zhang et al., 2020 Lu et al., 2021). Scholars generally believe that a large number of consumers showed panic buying behavior or impulsive buying behavior in the early stage of the COVID-19 pandemic ( Aljanabi, 2021 Stuart et al., 2021), and even accompanied by compulsive buying behavior ( Samet and Gözde, 2021). Therefore, the COVID-19 pandemic as a social factor is also affecting different changes in purchase behavior. Factors that affect changes in purchase behavior include social factors, cultural factors, demographic factors, and situational factors ( Cici and Bilginer Özsaatcı, 2021). Purchase behavior is a special and specific behavior that directly reflects people’s needs, desires, pursuit of material and spiritual interests ( Braithwaite and Scott, 1990). ![]() ![]() During the COVID-19 pandemic, consumer psychology and purchase behavior have fundamentally changed. These unhealthy emotions and behaviors have caused quite shifts in individuals’ consumption psychology: people in a dire circumstance may develop a “nothing to lose” mentality and become more prone to risk-taking, resulting in more impulse purchases ( Hill et al., 1997 Harris et al., 2002) they might also develop post-traumatic stress disorder (PTSD) and future anxiety, resulting in fewer purchases to increase savings ( Nolen-Hoeksema and Morrow, 1991 Kılıç and Ulusoy, 2003 Kun et al., 2013). More people are suffering from depression and loneliness, and some have resorted to alcohol, drugs, or even self-harm for relief ( Alsukah et al., 2020). The government’s strict restriction on population movement has led to seismic shifts in people’s livelihoods and daily lives. To cope with the restrictions, some consumer services companies have developed alternative business models, such as “contactless delivery” and “social cinema.” As a result, more consumer services companies are experimenting with new technologies and platforms in order to meet the changing consumer demands, leading to new consumption patterns. The pandemic has resulted in unprecedentedly large-scale lockdowns across the world ( Kuckertz et al., 2020), severely restricting people’s daily activities. The COVID-19 outbreak has abruptly disrupted the global political and economic order ( Fernandes, 2020), significantly impacting consumer services sectors such as retailing, hospitality, and tourism ( Pantano et al., 2020). Our findings provide a theoretical reference for consumer services companies in designing business models when faced with unexpected crises. Specifically, changes in consumers’ purchase object, motive, and timeframe are more likely to spark a novelty-centered business model design, whereas changes in purchase method tend to inspire an efficiency-centered one. Our results show that changes in consumer purchase behavior have a significant impact on the design of consumer services firms’ business models. From the perspective of consumer psychology, this paper explores the impact of consumer purchase behavior changes over the course of the pandemic on the business model design of consumer services companies using a representative survey of 1,742 individuals. Consumer purchase behaviors have thus changed greatly, and consumer services companies need to adjust their business models to adapt to this change. The COVID-19 pandemic has had a profound psychological and behavioral impact on people around the world. 2School of Statistics, Shandong University of Finance and Economics, Jinan, China.1School of Business and Administration, Shandong University of Finance and Economics, Jinan, China.Hu Tao 1, Xin Sun 1*, Xia Liu 1, Jinfang Tian 2 and Di Zhang 1 ![]()
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