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=Volume 13 - 2022

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=Established 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 Covid-19. Data were collected using a cross-sectional online survey of 1000 consumers of Fast Moving Consumer Goods (FMCG) products in Pakistan. 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 as well many theoretical and practical implications along with future research directions are suggested.