In an analysis based on the theory of Fear, this study examines impulse purchase patterns during the COVID-19 Pandemic across major US urban centers. Data from 889 US consumers were collected from leading US cities to evaluate impulse buying behavior fluctuations using SEM-based multivariate approaches to examine the survey statistics. We used COVID-19 as a moderating variable of this impulse purchase behavior. The results confirmed that Fear of a complete lockdown, peers buying, scarcity of essential products on shelves, US stimulus checks, the limited supply of essential goods, and panic buying have had a compelling and affirmative influence on the sharp swings of impulse buying patterns. The findings further confirm that Fear Appeal and social media fake news have had a strong positive impact on impulse buying as mediating factors. Finally, it was concluded that COVID-19 is a significant moderating factor influencing the impulse buying behavior of US citizens. The practical implications suggest that marketers and brand managers should devise novel strategies to enhance their brand’s market share to attain a competitive advantage in COVID-19 or similar panic situations in the future. These research findings are essential to comprehend the sharp fluctuations of impulse buying patterns in the current cutthroat competition environment across the US and other parts of the world.

中文翻译：

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COVID-19 大流行和美国公民冲动购买行为的前因

在基于恐惧理论的分析中，本研究考察了 COVID-19 大流行期间美国主要城市中心的冲动购买模式。从美国主要城市收集了来自 889 名美国消费者的数据，以使用基于 SEM 的多元方法检查调查统计数据来评估冲动购买行为的波动。我们使用 COVID-19 作为这种冲动购买行为的调节变量。结果证实，对完全封锁的恐惧、同行购买、货架上的必需品稀缺、美国刺激检查、必需品供应有限以及恐慌性购买对冲动购买模式的急剧波动产生了令人信服和肯定的影响。调查结果进一步证实，恐惧呼吁和社交媒体假新闻作为中介因素对冲动购买产生了强烈的积极影响。最后，得出的结论是，COVID-19 是影响美国公民冲动购买行为的重要调节因素。实际意义表明，营销人员和品牌经理应制定新策略来提高其品牌的市场份额，以便在未来 COVID-19 或类似的恐慌情况下获得竞争优势。这些研究结果对于理解美国和世界其他地区当前激烈竞争环境中冲动购买模式的剧烈波动至关重要。实际意义表明，营销人员和品牌经理应制定新策略来提高其品牌的市场份额，以便在未来 COVID-19 或类似的恐慌情况下获得竞争优势。这些研究结果对于理解美国和世界其他地区当前激烈竞争环境中冲动购买模式的剧烈波动至关重要。实际意义表明，营销人员和品牌经理应制定新策略来提高其品牌的市场份额，以便在未来 COVID-19 或类似的恐慌情况下获得竞争优势。这些研究结果对于理解美国和世界其他地区当前激烈竞争环境中冲动购买模式的剧烈波动至关重要。