ArticleThe Journal of consumer affairs2022
An analysis of the relationship between risk perceptions and willingness-to-pay for commodities during the COVID-19 pandemic.
Article in The Journal of consumer affairs, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
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Who cites it
4 citing papers in PubMed.
- Paying in public: Peer effects, impression management, and willingness to pay on digital payment platforms.PloS one · 2026Article
- Development of a Japanese version of the Awe Experience Scale (AWE-S): A structural topic modeling approach.F1000Research · 2023Article
- An analysis of the relationship between risk perceptions and willingness-to-pay for commodities during the COVID-19 pandemic.The Journal of consumer affairs · 2022Article
- Pandemics and consumers' mental well-being.The Journal of consumer affairs · 2022Article
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Authors and funding
2 authors.
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Abstract
The novel coronavirus disease of 2019 (COVID-19) has had a significant impact on the global retail market. Nonetheless, consumers will eventually return to the market once the pandemic is effectively controlled. Therefore, it is critical to consider which features closely linked to COVID-19 may affect consumer behavior. The present study thus addresses this gap by investigating the relationship of risk perceptions regarding COVID-19 with an important component of consumer behavior-namely, willingness-to-pay (WTP)-and further explores the underlying mechanisms behind this relationship. Data collected from 480 Chinese participants were analyzed using structural equation modeling. Results showed that those with a greater risk perception regarding COVID-19 were more likely to exhibit a higher WTP for various commodities, which can be driven by awe and perceived loss of control induced by COVID-19. The present study delineates the effect that public health emergencies have on the consumption intentions of the general public.
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