Fear caused by the epidemic covid-19 and consumer buying behavior in the different Iranian generation groups

Subject Areas :

Mahshad Ameli ¹ , Bita Yazdani ² , Mehri Mahdikhani ³

1 - Department of Managment, Najafabad Branch, Islamic Azad University, Najafabad, Iran.
2 - Department of Managment, Najafabad Branch, Islamic Azad University, Najafabad, Iran
3 - PhD of Business Management, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran.

Received: 2024-05-21 Accepted : 2024-08-19 Published : 2024-08-20

Keywords: Fear, Fear of Health, Fear of Economic Conditions, Consumer buying behavior, Generations, Covid-19.,

Abstract :

The spread and epidemic of the coronavirus have had various consequences for the daily life of consumers and have significantly affected the way businesses operate, purchase and consumer behavior. Therefore, investigating the influencing factors on consumer behavior in the era of Corona is essential for business managers to monitor changes in purchasing behavior and consumer habits. Hence, the current research aims to investigate the effect of fear caused by the covid-19 epidemic (fear of health and fear of economic conditions) on consumer buying behavior in various Iranian generational groups. The research is descriptive-survey in nature and practical in purpose. The statistical population is all consumers in 5 provinces of Tehran, Isfahan, Fars, Eastern Azarbaijan and Alborz. The sampling method is random and clustered, and the statistical sample size is 368 people. Data is collected using a questionnaire that was distributed electronically and in print. The validity of the mentioned questionnaire was confirmed by experts and the pre-test and its reliability was confirmed by calculating Cronbach's alpha. To analyze, SPSS 26 software was used.The results showed that the fear of health and the fear of the economic situation leads to a change in buying behavior. The fear of health among different generations has a significant difference, and the fear of the economic situation does not differ among different generations. Also, there is no significant difference in buying behavior among different generations.

 

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