Impact of health crisis (pandemic) on consumer buying intention: a lesson for future small businesses

Tabari, Saloomeh ORCID: https://orcid.org/0000-0002-0645-4789 and Chen, Wei 2024. Impact of health crisis (pandemic) on consumer buying intention: a lesson for future small businesses. Tabari, Saloomeh, Chen, Wei and Colmekcioglu, Nazan, eds. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges, London: Routledge, pp. 207-225. (10.4324/9781032637778-12)

Full text not available from this repository.

Abstract

The main aim of this conceptual chapter is to reflect on previous epidemic diseases’ effects and explore the potential impacts of COVID-19 on small businesses and their resilience, and changes to consumer buying behaviour through Theory of Planned Behaviour (TPB). A conceptual framework with the application of TPB has been proposed by authors, which looks at the impact of the health risk epidemic on purchasing buying behaviour. This framework can help small businesses during a health crisis to adapt their strategies to the shifts in consumers and show resilience through the changes. The chapter provides four propositions for consideration on the future study: Proposition 1 : Uncertainty and health risks will trigger buying intentions that lead to different lengths (immediate, medium and long-term) of changes regarding buying intention.. Proposition 2 : A health-risk epidemic will have an impact on the purchasing behaviour of individuals. Proposition 3 : Purchasing behaviour in the pre-start era of the pandemic will be immediate, more irrational and off-line. Proposition 4 : Purchasing behaviour during the pandemic will move to more online, local and regional products. The proposed conceptual framework and research propositions can be used in crisis management during a health and disease pandemic or epidemic and provides information on how businesses need to be prepared pre-start, during and post-epidemic. Any future outbreak of disease may be a reminder of the COVID-19 pandemic to consumers. Future studies can look at each country as a distinct case, and this study did not look at a specific country, to understand consumer purchasing behaviour by applying a proposed conceptual framework to find consumer reaction and buying intention as a nation. We suggest adding ‘trust in the government’ as another element to their study.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Routledge
ISBN:	9781032637778
Last Modified:	05 Dec 2024 15:00
URI:	https://orca.cardiff.ac.uk/id/eprint/172612

Actions (repository staff only)

Edit Item