Resilience, vulnerability and personality effects on social commerce intentions: the COVID-19 era

Abstract

Purpose This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic. Design/methodology/approach Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z. Findings A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior. Practical implications This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic. Originality/value Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).

Generation Z and Millennial esports gamers’ perceived toxicity risk and game brand loyalty: moderated mediation effects of brand identification, self-efficacy, and support from game brand

“…Individuals' self-efficacy beliefs play a critical role in regulating behavior and emotion and can influence on a wide range of people's psychological and behavioral outcomes in various domains, such as health, work, education and consumption (Bandura, 1982;Riggio, 2012). For instance, a feeling of self-efficacy can positively affect customers' satisfaction, loyalty and purchase behaviors (Mourelatos and Manganari, 2023). Similarly, gamers' high level of self-efficacy can have a positive influence on their loyalty to the game because they are more likely to believe that they can effectively cope with toxic interactions, derive enjoyment from gaming experience and develop commitment to the game brand.…”

“…perceived adequacy of support from game company[PASGC]) coping resources were identified as mediators to affect the relationship between perceived risk of toxicity and loyalty. In particular, self-efficacy and PASGC were chosen because they can be highly influential to individuals’ consumption behaviors, such as satisfaction and loyalty, especially in an unfavorable situation (Esmaeili et al , 2021; Mourelatos and Manganari, 2023). Furthermore, since people with different levels of identification toward an associated group (e.g.…”

The Mediating Effect of Trust on Consumers’ Purchase Decision in Mobile Social Commerce

“…Therefore, for future studies, the present research could include psychological and personality characteristics, such as resilience and vulnerability. Consumer resilience is the capacity to handle pressure when making purchase decision even in the presence of an excessive information (Mourelatos & Manganari, 2023). Whilst, consumer vulnerability is the sense of powerlessness that results from unequal commercial interactions or from consuming marketing information (Kursan Milaković, 2021).…”

Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers

“…Even before COVID-19, social media altered the interaction between consumers and firms, allowing marketing to be more visible, flexible, and ubiquitous at lower costs. A study by Mourelatos and Manganari [13] suggests that the pandemic caused significant psychological and behavioral transformations in young consumers, leading to changes in their attitudes and purchasing habits. The adoption of online technology and social commerce triggered significant behavioral changes.…”

“…Nevertheless, its benefits such as social interactions and sales possibilities, benefiting the gig and sharing economies, hold potential for all societal actors [7][8][9][10]. The COVID-19 pandemic has accelerated the adoption of technology and the shift towards online interactions, including social commerce [11][12][13]. This has been particularly evident in countries such as the US and China, which have been at the forefront of technological innovation [14].…”