Purpose

Based on the stimulus-organism-response (S-O-R) model, this study examines how safety measures, related assistance and tangible benefits affect consumers' emotional and cognitive states, leading to behavioural responses in an uncertain store environment.

Design/methodology/approach

The proposed model was tested with the survey data collected from grocery shoppers in Japan and Croatia (n = 314 in each country) and analysed using structural equation modelling.

Findings

Safety measures and related assistance decreased perceived threat in Croatia, enhanced arousal in both countries and caused fear in Japan. Tangible benefits reduced fear in Japan and increased arousal in Croatia. In a crisis, perceived threats push unplanned buying and motivate consumers to protect themselves. Arousal drives unplanned buying but diverts consumers from health-focussed behaviour. Loyalty can be gained if fear is controlled.

Practical implications

To retain consumers, retailers should secure a safe shopping environment that reduces fear and provides enough benefits to outweigh the threat.

Originality/value

Using the S-O-R framework, this study enriches the literature on consumer behaviour in a pandemic by contributing new insights into (1) the impact of safety measures and tangible benefits as stimuli, (2) the organismic response through affective and cognitive states, (3) health-focussed behaviour as a novel outcome and (4) comparing the effects in the two countries.

中文翻译：

---

危机中消费者对商店相关刺激的反应：来自日本和克罗地亚的证据

目的

本研究基于刺激-有机体-反应（SOR）模型，探讨安全措施、相关援助和切实利益如何影响消费者的情绪和认知状态，从而在不确定的商店环境中导致行为反应。

设计/方法论/途径

使用从日本和克罗地亚（每个国家 n = 314）的杂货购物者收集的调查数据对所提出的模型进行了测试，并使用结构方程模型进行了分析。

发现

安全措施和相关援助减少了克罗地亚的威胁感知，提高了两国的警觉性，并在日本引起了恐惧。切实的好处减少了日本的恐惧，提高了克罗地亚的警觉性。在危机中，感知到的威胁会推动计划外购买，并促使消费者保护自己。兴奋会导致计划外的购买，但会分散消费者对健康的关注。如果恐惧得到控制，就可以获得忠诚。

实际影响

为了留住消费者，零售商应该确保一个安全的购物环境，减少恐惧并提供足够的好处来抵消威胁。

原创性/价值

本研究利用 SOR 框架，丰富了有关大流行病中消费者行为的文献，提供了新的见解：(1) 安全措施和作为刺激的切实利益的影响，(2) 通过情感和认知状态产生的有机反应，(3)以健康为中心的行为作为一种新的结果；(4) 比较两国的效果。