The Impact of Scarcity of Health Supplement Products' Impacts on Impulsive Purchasing during the COVID-19 Pandemic in Indonesia
Abstract
The peak of the COVID-19 outbreak in Indonesia occurred in 2020, causing a scarcity of health supplement products that significantly impact consumers' impulsive purchases and public safety. During this challenging period, it is crucial to understand the impact of scarcity on customers' impulsive purchases. However, little research has been done in Indonesia on the impact of health supplement scarcity on impulsive purchases. Based on scarcity and SOR theories, this research investigates the impact of scarcity of health supplement products on customers' impulsive purchases during pandemics in Indonesia. In short, the study identified the mechanisms of mediation (fear of missing out) and moderation (social media fake news) in the relationship between scarcity and impulsive purchasing. Ultimately, 170 valid data points were acquired using online surveys, and SmartPLS was used for data analysis. As the results showed that fear of missing out dominates the impact of the scarcity of impulsive purchases. The study provides more information about consumers' impulsive purchases given the scarcity of health supplement products in times of pandemics. Businesses and the Indonesian government can take steps to reduce the impact, hich might help keep the country safe throughout the pandemic.
Keywords
DOI: 10.22146/gamaijb.71700
References
Abel, J. P., Buff, C. L., & Burr, S. A. (2016). Social Media and the Fear of Missing Out: Scale Development and Assessment. Journal of Business & Economics Research, 14(1), 33–44. Addo,
P. C., Jiaming, F., Kulbo, N. B., & Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7–8), 471–490. https://doi.org/10.1080/02642069.2020.1751823 Aggarwal,
P., Jun, S. Y., & Huh, J. H. (2011). SCARCITY MESSAGES. Journal of Advertising, 40(3), 19–30. https://doi.org/10.2753/JOA0091-3367400302
Ahmed, R. R., Salman, F., Malik, S. A., Streimikiene, D., Soomro, R. H., & Pahi, M. H. (2020). Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis. Sustainability, 12(1), 439. https://doi.org/10.3390/su12010439
Ahmed, R. R., Streimikiene, D., Rolle, J.-A., & Duc, P. A. (2020). THE COVID-19 PANDEMIC AND THE ANTECEDANTS FOR THE IMPULSE BUYING BEHAVIOR OF US CITIZENS. Journal of Competitiveness, 12(3), 5–27. https://doi.org/https://doi.org/10.7441/joc.2020.03.01
Arifianti, R., & Gunawan, W. (2020). PERILAKU IMPULSE BUYINGDAN INTERAKSI SOSIAL DALAM PEMBELIAN DI MASA PANDEMI. Jurnal Pemikiran Dan Penelitian Sosiologi, 5(1). https://jurnal.unpad.ac.id/sosioglobal/article/view/30759/pdf
Balta, S., Emirtekin, E., Kircaburun, K., & Griffiths, M. D. (2020). Neuroticism, Trait Fear of Missing Out, and Phubbing: The Mediating Role of State Fear of Missing Out and Problematic Instagram Use. International Journal of Mental Health and Addiction, 18, 628–639. https://doi.org/https://doi.org/10.1007/s11469-018-9959-8
Chen, T., Yeh, T., & Wang, Y. (2021). The drivers of desirability in scarcity marketing. Asia Pacific Journal of Marketing and Logistics, 33, 924–944. https://doi.org/10.1108/APJML-03-2020-0187
Chiang, C., Chiun-shin, L., & Chin, S.-P. (2011). Optimizing time limits for maximum sales response in Internet shopping promotions. Expert Systems with Applications, 38(1), 520–526. https://doi.org/10.1016/j.eswa.2010.06.094
Föbker, N. (2018). Can You Resist? The Influence of Limited-Time Scarcity and Limited-Supply Scarcity on Females and Males in Hotel Booking Apps. University of Twente.
Garrett, L. (2020). COVID-19: the medium is the message. The Lancet. https://doi.org/https://doi.org/10.1016/ S0140-6736(20)30600-0
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45–61. https://doi.org/10.1080/09593960701778077
Gupta, S., & Gentry, J. W. (2019). ‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity. The International Review of Retail, Distribution and Consumer Research, 29, 178–197. https://doi.org/10.1080/09593969.2018.1562955
Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial Least Squares Structural Equation Modelling (PLS-SEM) an emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, Joe F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414–433. https://doi.org/10.1007/s11747-011-0261-6
Hair, Joseph F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: Seventh Edition.
Prentice Hall. Hair, Joseph F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.).
SAGE. Ho, S. Y., & Lim, K. H. (2018). Nudging Moods to Induce Unplanned Purchases in Imperfect Mobile Personalization Contexts. MIS Quarterly, 42(3), 757–778. https://doi.org/10.25300/MISQ/2018/14083
Hodkinson, C. (2016). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 1–24. https://doi.org/10.1080/13527266.2016.1234504
Huang, Y., & Zhao, N. (2020). Generalized anxiety disorder, depressive symptoms and sleep quality during COVID-19 outbreak in China: a web-based cross-sectional survey. Psychiatry Research, 288, 112954. https://doi.org/https://doi.org/10.1016/j.psychres.2020. 112954.
Indriani. (2020, July 10). Kominfo : Hingga Juni terdapat 850 hoaks terkait COVID-19. Kominfo. https://kominfo.go.id/content/detail/27755/kominfo-hingga-juni-terdapat-850-hoaks-terkait-covid-19/0/sorotan_media
Jang, W., Ko, Y. J., Morris, J. D., & Chang, Y. (2015).Scarcity Message Effects on Consumption Behavior: Limited Edition Product Considerations. Psychology & Marketing, 32(10), 989–1001. https://doi.org/10.1002/mar.20836
Jiyoung, K., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention. Journal of Research in Interactive, 7(1), 33–56. https://doi.org/10.1108/1750593131131
Julianti, A. (2020). KECEMASAN DAN PEMBELIAN IMPULSIF PADA SAAT PANDEMI COVID-19. UG JURNAL, 14.
Kalla, S. M., & Arora, A. . (2011). Impulse Buying: A Literature Review. Global Business Review, 12, 145. https://doi.org/10.1177/097215091001200109
Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling Fourth Edition (4th Editio). Guilford Press.
Kristofferson, K., McFerran, B., Morales, A., & Dahl, D. (2017). The Dark Side of Scarcity Promotions: How Exposure to Limited-Quantity Promotions Can Induce Aggression. Consumer Research, 43(5), 683–706. https://doi.org/https://doi.org/10.1093/jcr/ucw056
Lee, H.-J., & Yun, Z.-S. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39, 259–267. https://doi.org/10.1016/j.foodqual.2014.06.002
Limaye, R. J., Sauer, M., Ali, J., Berstein, J., Wahl, B., Barnhill, A., & Labrique, A. (2020). Building trust while influencing online COVID-19 content in the social media world. The Lancet Digital Health. https://doi.org/10.1016/s2589-7500(20)30084-4
Ling, L. P., & Yazdanifard, R. (2015). What Internal and External Factors Influence Impulsive Buying Behavior in online Shopping? Global Journal of Management and Business Research: EMarketing, 15(5), 25–32.
Maliana, I. (2021, September). BREAKING NEWS Corona 30 September 2021: Kasus Positif Bertambah 1.690, Sembuh 2.848, Meninggal 113. TribunNews. https://www.tribunnews.com/corona/2021/09/30/breaking-news-corona-30-september-2021-kasus-positif-bertambah-1690-sembuh-2848-meninggal-113
Moon, M. A., Farooq, A., & Kiran, M. (2017). Social Shopping Motivations of Impulsive and Compulsive Buying Behaviors. UW Journal of Management Sciences 1, 15–27. Pinandhita, V. (2021). Vitamin dan “Susu Beruang” Jadi Buruan di Tengah Lonjakan COVID-19. Detikhealth. https://health.detik.com/berita-detikhealth/d-5628164/vitamin-dan-susu-beruang-jadi-buruan-di-tengah-lonjakan-covid-19
Pradhan, V. (2016). Study on Impulsive Buying Behavior among Consumers in Supermarket in Kathmandu Valley. Journal of Business and Social Sciences Research, 1(2), 215–233. https://doi.org/https://doi.org/10.3126/jbssr.v1i2.20926
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/J.CHB.2013.02.014
Radiordk. (2021, July 7). Covid-19 Melonjak, Masyarakat Dilanda Panic Buying Susu Beruang. http://rdk.fidkom.uinjkt.ac.id/index.php/2021/07/07/covid-19-melonjak-masyarakat-dilanda-panic-buying-susu-beruang/
Riyanto, G. (2021, February 23). Jumlah Pengguna Internet Indonesia 2021 Tembus 202 Juta. Kompas.Com. https://tekno.kompas.com/read/2021/02/23/16100057/jumlah-pengguna-internet-indonesia-2021-tembus-202-juta
Shi, X., Li, F., & Chumnumpan, P. (2020). The use of product scarcity in marketing. European Journal of Marketing, 54(2), 380–418. https://doi.org/https://doi.org/10.1108/EJM-04-2018-0285
Supriyanto, Y. (2020, March 31). Kecemasan Virus Corona Meningkatkan Belanja Online. Bisnis.Com. https://lifestyle.bisnis.com/read/20200331/220/1220509/kecemasan-virus-corona-meningkatkan-belanja-online
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using Partial Least Squares. Journal of Information Technology Theory and Application, 11, 5–40.
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: feeling and no thinking. European Journal of Personality, 15, S71–S83. https://doi.org/10.1002/per.423
Wang, S., Wang, J., Li, J., Wang, J., & Liang, L. (2018). Policy implications for promoting the adoption of electric vehicles: Do consumer’s knowledge, perceived risk and financial incentive policy matter? Transportation Research Part A: Policy and Practice, 117, 58–69. https://doi.org/10.1016/J.TRA.2018.08.014
Widiyarti, Y. (2020, April). Belanja Impulsif, Pelarian dari Kecemasan pada COVID-19. Tempo.Co. https://gaya.tempo.co/read/1327098/belanja-impulsif-pelarian-dari-kecemasan-pada-covid-19/full&view=ok
Wu, W.-Y., Lu, H.-Y., Wu, Y.-Y., & Fu, C.-S. (2011). The effects of product scarcity and consumers’ need for uniqueness on purchase intention. International Journal of Consumer Studies, 36(3), 263–274. https://doi.org/10.1111/j.1470-6431.2011.01000.x
Wu, Y., & Li, E. (2018). Marketing mix, customer value, and customer loyalty in social commerce. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250
Xiao, H., Zhang, Z., & Zhang, L. (2020). A diary study of impulsive buying during the COVID-19 pandemic. Current Psychology. https://doi.org/https://doi.org/10.1007/s12144-020-01220-2
Zhang, J., Jiang, N., Turner, J. J., & Sharif, S. P. (2021). The Impact of Scarcity of Medical Protective Products on Chinese Consumers’ Impulsive Purchasing during the COVID-19 Epidemic in China. Sustainability, 13, 9749. https://doi.org/https:// doi.org/10.3390/su13179749
Zhang, Z., Jimenez, F. R., & Cicala, J. E. (2020). Fear Of Missing Out Scale: A self concept perspective. Psychology & Marketing, 37, 1619–1634. https://doi.org/10.1002/mar.21406
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Gadjah Mada International Journal of Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.