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. 2022 Aug 16:13:939786.
doi: 10.3389/fpsyg.2022.939786. eCollection 2022.

Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19

Pei Wang  1 , Sindy Chapa  1
Affiliations

Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19

Pei Wang et al. Front Psychol. .

Abstract

This work aims to promote the development of the online shopping market and improve the online marketing effect of goods. First, entrepreneurial psychology and online shopping are discussed. Then, impulse buying behavior (IBB) is analyzed, and the IBB model and hypotheses of consumers are proposed under the psychological model. Finally, consumers' IBB during COVID-19 is assessed under the psychological models. Hedonic shopping value (HSV) is a psychological factor directly affecting consumers' IBB during COVID-19. The results indicate that COVID-19 has a specific stimulating effect on IBB. Meanwhile, the types of goods consumers buy during COVID-19 vary widely across age groups and regions. Overall, clothing is the most purchased item by consumers. This work provides the main reference for the improvement of the online commodity marketing effect and makes a crucial contribution to the development of the online shopping market.

Keywords: COVID-19; entrepreneurial psychology; impulse buying behavior; marketing effect; online shopping.

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Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Figures

FIGURE 1
FIGURE 1
Basic situation of entrepreneurial psychology. (A) The basic connotation of entrepreneurial psychology; (B) The influencing factors and evaluation indicators of entrepreneurial psychology.
FIGURE 2
FIGURE 2
Basic forms of online shopping. (A) Online shopping malls; (B) Shopping channels via social software; (C) Shopping function of social software.
FIGURE 3
FIGURE 3
Specific design ideas of marketing plans by exploring consumers’ impulse buying behavior (IBB).
FIGURE 4
FIGURE 4
Psychological models of impulse buying behavior (IBB).
FIGURE 5
FIGURE 5
Hypothesis verification results of the psychological model.
See this image and copyright information in PMC

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