AUTHOR=Li Hung Xin , Hassan Komal , Malik Haider Ali , Anuar Marhana Mohamed , Khan Tariq Iqbal , Yaacob Mohd Rafi TITLE=Impulsive and Compulsive Buying Tendencies and Consumer Resistance to Digital Innovations: The Moderating Role of Perceived Threat of COVID-19 JOURNAL=Frontiers in Psychology VOLUME=13 YEAR=2022 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.912051 DOI=10.3389/fpsyg.2022.912051 ISSN=1664-1078 ABSTRACT=

Based on the theory of reasoned action and innovation resistance theory, this study aims to explore the tendencies of consumer resistance to digital innovation and the moderating role of a perceived threat of coronavirus disease 2019 (COVID-19). Data were collected using a cross-sectional online survey of 1,000 consumers of fast-moving consumer goods (FMCGs) in Pakistan. The results revealed several significant relationships between tendencies (impulsive and compulsive) of consumer resistance to digital innovation and the perceived threat of COVID-19. This study brings several key insights for consumers of FMCG products from Pakistan, and many theoretical and practical implications and future research directions are suggested.