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Will Buying Follow Others Ease Their Threat of Death? An Analysis of Consumer Data during the Period of COVID-19 in China

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  • Wei Song

    (Business School, Jilin University, Changchun 130012, China)

  • Xiaotong Jin

    (Business School, Jilin University, Changchun 130012, China)

  • Jian Gao

    (School of Business and Administration, Zhejiang University of Finance and Economics, Hangzhou 310018, China)

  • Taiyang Zhao

    (School of Philosophy and Sociology, Jilin University, Changchun 130012, China)

Abstract

How to overcome informational conformity consumer behavior when faced with threats of death is a social problem in response to COVID-19. This research is based on the terror management theory, the need to belong theory and the materialism theory. It uses a theoretical model to determine the relationships between threats of death and informational conformity consumer behavior. From 1453 samples collected during outbreak of COVID-19 in China, we used a structural equation model to test multiple research hypotheses. The result shows that threats of death are positively associated with a need to belong, materialism and informational conformity consumer behavior. The need to belong and materialism can play a mediating role between threats of death and information conformity consumption behavior, and perceived social support can play a moderating role between threats of death and information conformity consumption behavior.

Suggested Citation

  • Wei Song & Xiaotong Jin & Jian Gao & Taiyang Zhao, 2020. "Will Buying Follow Others Ease Their Threat of Death? An Analysis of Consumer Data during the Period of COVID-19 in China," IJERPH, MDPI, vol. 17(9), pages 1-15, May.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:9:p:3215-:d:354297
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    References listed on IDEAS

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    Cited by:

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    2. Wei Song & Taiyang Zhao & Ershuai Huang, 2022. "How Does the COVID-19 Pandemic Affect People’s Willingness to Pay for Health in the Short and Long Term? A Longitudinal Study during and after the COVID-19 Pandemic in China," IJERPH, MDPI, vol. 19(3), pages 1-11, January.
    3. Mo Li & Taiyang Zhao & Ershuai Huang & Jianan Li, 2020. "How Does a Public Health Emergency Motivate People’s Impulsive Consumption? An Empirical Study during the COVID-19 Outbreak in China," IJERPH, MDPI, vol. 17(14), pages 1-13, July.
    4. Francine Zanin Bagatini & E. R. D. Vaz & A. C. Petkowicz & K. Basso & J. Pauli, 2022. "Do materialistic individuals donate less? Exploring the moderating effect of the need to belong in monetary donations to volunteering groups," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 805-818, December.
    5. Anders Håkansson & Carolina Widinghoff, 2021. "Changes of Gambling Patterns during COVID-19 in Sweden, and Potential for Preventive Policy Changes. A Second Look Nine Months into the Pandemic," IJERPH, MDPI, vol. 18(5), pages 1-18, February.
    6. Ying Ma & Xiaodong Guo & Weihuan Su & Yongxiang Feng & Fang Han, 2022. "Dual-Path Effect of Mortality Salience Induced by COVID-19 on Food Safety Behavior in China," IJERPH, MDPI, vol. 19(10), pages 1-15, May.

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