A Cross-Cultural Investigation of Consumer Impulsive Buying Behavior during the Covid-19 Pandemic

Pei Wang & Sindy Chapa


Due to the pandemic, online purchases have become the new normal. This study, comparing Chinese and American consumers, explores the antecedents of impulsive online purchases during the COVID-19 pandemic. The purpose of the study is to find to what extent perceived usefulness and perceived enjoyment mediates Chinese and American purchases in the pandemic and to what degree these variables predict impulsive shopping behavior. The data was collected online, and the total sample was 440. A three-layer hierarchical model, based on S-O-R framework, was proposed to test the effect of the variables. The results indicated that the perceived usefulness of the product is a stronger predictor in China than in the USA, whereas product involvement was more highly valued among American consumers. Overall, it was found that the hedonic value is a direct predictor of impulsive behavior in China and in the USA. The proposed model fits well in both countries.