Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective

Episodes of mass buying occurred in many parts of the world during the COVID-19 pandemic in 2020. This study applied the influence of presumed media influence model (IPMI) model to examine the development of intention to make more purchases during the pandemic in Singapore. The results, which were b...

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Main Authors: Goh, Tong Jee, Ho, Shirley S.
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2024
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Online Access:https://hdl.handle.net/10356/173572
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1735722024-02-18T15:33:01Z Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective Goh, Tong Jee Ho, Shirley S. Wee Kim Wee School of Communication and Information Social Sciences COVID-19 Public Buying Behaviors Episodes of mass buying occurred in many parts of the world during the COVID-19 pandemic in 2020. This study applied the influence of presumed media influence model (IPMI) model to examine the development of intention to make more purchases during the pandemic in Singapore. The results, which were based on a sample of 1,007 Singaporeans, showed that presumption of media influence on others positively predicted intention to make more purchases, through attitude toward making more purchases and perceived subjective norms of making more purchases. These psychological and behavioral outcomes were associated with people's attention to media content that reflected the mass-buying episodes in Singapore and the government's attempt at assuring citizens that the country maintains an ample supply of goods during the pandemic. The positive associations in the IPMI model lend a media and communication perspective to explain the common proposition that consumers reacted to the social norms of making more purchases during the pandemic. The theoretical implications for future IPMI studies and practical implications for key stakeholders are discussed. Ministry of Education (MOE) Nanyang Technological University Published version This work was supported by the Singapore Ministry of Education (grant number: 04MNP000243C440) and the Monetary Academic Resources of Research award (award number: 021983- 00001; Funder: Nanyang Technological University). 2024-02-14T07:43:00Z 2024-02-14T07:43:00Z 2023 Journal Article Goh, T. J. & Ho, S. S. (2023). Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective. Frontiers in Communication, 8, 1109595-. https://dx.doi.org/10.3389/fcomm.2023.1109595 2297-900X https://hdl.handle.net/10356/173572 10.3389/fcomm.2023.1109595 2-s2.0-85166421870 8 1109595 en 04MNP000243C440 021983- 00001 Frontiers in Communication © 2023 Goh and Ho. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social Sciences
COVID-19
Public Buying Behaviors
spellingShingle Social Sciences
COVID-19
Public Buying Behaviors
Goh, Tong Jee
Ho, Shirley S.
Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
description Episodes of mass buying occurred in many parts of the world during the COVID-19 pandemic in 2020. This study applied the influence of presumed media influence model (IPMI) model to examine the development of intention to make more purchases during the pandemic in Singapore. The results, which were based on a sample of 1,007 Singaporeans, showed that presumption of media influence on others positively predicted intention to make more purchases, through attitude toward making more purchases and perceived subjective norms of making more purchases. These psychological and behavioral outcomes were associated with people's attention to media content that reflected the mass-buying episodes in Singapore and the government's attempt at assuring citizens that the country maintains an ample supply of goods during the pandemic. The positive associations in the IPMI model lend a media and communication perspective to explain the common proposition that consumers reacted to the social norms of making more purchases during the pandemic. The theoretical implications for future IPMI studies and practical implications for key stakeholders are discussed.
author2 Wee Kim Wee School of Communication and Information
author_facet Wee Kim Wee School of Communication and Information
Goh, Tong Jee
Ho, Shirley S.
format Article
author Goh, Tong Jee
Ho, Shirley S.
author_sort Goh, Tong Jee
title Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
title_short Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
title_full Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
title_fullStr Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
title_full_unstemmed Public buying behaviors during the COVID-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
title_sort public buying behaviors during the covid-19 pandemic: the influence of attitude and perceived social norms from a presumed media influence perspective
publishDate 2024
url https://hdl.handle.net/10356/173572
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