Does customers’ attitude toward negative eWOM affect their panic buying activity in purchasing products? Customers satisfaction during COVID-19 pandemic in Indonesia

Abstract

Concerning the effect of the 2019 coronavirus novel (COVID-19) pandemic on the global economic situation, this study examines the impact of customer attitudes toward negative Electronic Word of Mouth (eWOM) in their panic buying activities and switching barriers on customer satisfaction. This study also used the Rational Choice Theory approach as a foundation to explain the current situation in Indonesia regarding customer purchasing decisions and satisfaction. The questionnaires were distributed online to 691 consumers in various cities in Indonesia. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study indicate that the attitudes toward negative eWOM have an impact on increasing panic buying activity and brand switching. Finally, the relationship between buying activity as well as brand switching toward customer satisfaction has significance. The conclusions drawn in this study will contribute to studies or research regarding Rational Choice Theory.

Impact of COVID-19 anxiety on functional foods consuming intention: role of electronic word of mouth

“…The findings of Chen et al (2016) , Cheung and Thadani (2012) , and Abedi et al (2019) reported that electronic word of mouth in the form of user reviews, testimonials, descriptive sentences or articles written by customers, helpfulness rating, or electronic comments on the Internet can help customers gain confidence and conformity of the product, help customers set their expectations and attitudes before making a purchase decision, thus increase their purchase intention. These findings provide empirical evidence supporting the proposal that consumers are more likely to rely on eWOM sources before shopping; they use social information when making decisions, especially in uncertain situations ( Ardyan et al, 2021 ). These results also provided a strong motivation for companies to improve eWOM activities on their shopping websites and the Internet, which can educate and provide their customers with positive information in order to change customers’ perceptions and attitudes toward the usefulness of foreign functional foods.…”

“…Consumers need information to control, avoid, deal with, or respond to fear and other perceived risk ( Chen et al, 2016 ). Moreover, COVID-19 social distancing regulations lead to a high level of customer interactivity and social presence in e-commerce platforms ( Ardyan et al, 2021 ; Zwanka and Buff, 2020 ). As a result of long-lasting quarantine time, people are more attentive to online social communication and online shopping ( Aksoy et al, 2021 ; Shimpo et al, 2021 ).…”

Exploring the Determinant Factors of Impulsive Buying Behavior during the COVID-19 Pandemic among Indonesian Consumers

“…Badgaiyan & Verma (2014), Dhandra (2020), Sofi & Nika (2017) explained that impulsive buying is an outcome of marketing stimuli to make a spontaneous, sudden, on-the-spot purchase decision. Panic buying often occurred in anticipation of the disaster (Ardyan, Kurniawan, Istiatin, & Luhgiatno, 2021).…”

Transmisi Harga Beras di Indonesia Pada Masa Pandemi Covid-19

“…Kondisi harga seluruh komoditas pangan pada awal masa pandemi Covid-19 mengalami perubahan di seluruh wilayah Indonesia. Salah satu fenomena yang terjadi sebagai respon dari peristiwa Covid-19 tersebut adalah terjadinya panic buying di tengah masyarakat, sehingga terjadi kenaikan permintaan beberapa komoditas pangan (Ardyan et al 2021;Wijaya et al 2020). Pemerintah mengeluarkan surat edaran mengenai pembatasan penjualan bahan pangan dan pengawasan ketersediaan bahan pokok penting di Indonesia, sehingga fenomena panic buying ini tidak berlangsung lama.…”