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DISCUSSION, CONCLUSION, AND IMPLICATION
In this scenario, it created a new phenomenon of consumer behavior, namely “retributive consumption behavior”, while in other words it is called “revenge buying behavior”. In doing so, this study aims to identify the underlying factor driving consumers to engage in retaliatory behavior in the aftermath of the COVID-19 pandemic. The purpose of this study is to determine the potential factor driving consumers to engage in retaliatory behavior.
Based on the theoretical framework, the feeling of desire, herd consumption, increased purchasing power and the influence of social media will be considered as the stimulating factor that affects consumers towards retaliatory consumption behavior.
INTRODUCTION
- Introduction
- Research Background
- Problem Statement
- Research Objectives
- General Objectives
- Specific Objectives
- Research Questions
- Hypothesis of the Study
- General Hypothesis
- Specific Hypothesis
To examine the relationship between sense of desire and retaliatory spending behavior of consumers following MCO in Malaysia. To examine the relationship between herd spending and retaliatory spending behavior of consumers under MCO in Malaysia. To examine the relationship between added purchasing power and reciprocating consumer behavior after MCO in Malaysia.
To examine the relationship between social media influence and consumers' retaliatory consumption behavior after MCO in Malaysia.
Desire sensation has a positive relationship with retaliatory consumption behavior of the consumers after the deconfinement of
Herd consumption has a positive relationship with retaliatory consumption behavior of the consumers after the deconfinement
Added purchasing power has a positive relationship with retaliatory consumption behavior of the consumers after the deconfinement
Influences of social media have a positive relationship on retaliatory consumption behavior of the consumers after the deconfinement
Significant of the Study
This present research will be able to identify the critical factor that triggers the retaliatory consumption behavior of consumers after the revocation of the Movement Control Order (MCO) in Malaysia. Meanwhile, this research may help future academic research to better understand the framework of factors that promote retaliatory consumption behavior after a crisis. In addition, the findings are valuable for these marketers and companies, as this research contributes to a meaningful and enlightened view of understanding retaliatory consumer behavior.
Therefore, the result of this research is to understand what retaliatory consumption behavior means and to examine the recovery rate of consumer demand.
Conclusion
At the end of this research, marketers and businesses can quickly adapt to this new phenomenon of consumer behavior and are able to develop relevant business strategies to recover the business losses during the pandemic.
LITERATURE REVIEW
- Introduction
- Review of Relevant Theoretical
- Reactance Theory and Theorical Framework
- Review of the Literature
- Retaliatory Consumption Behaviour
- Desire Sensation
- Herd Consumption
- Added Purchasing Power
- Proposed Theoretical / Concept Framework
- Hypothesis Development
- Desire sensation has a positive relationship with retaliatory consumption behaviour of the consumers after the
- Herd consumption has a positive relationship with retaliatory consumption behaviour of the consumers after the
- Added purchasing power has a positive relationship with retaliatory consumption behaviour of the consumers
- H4: Influences of social media have a positive relationship on retaliatory consumption behaviour of the
- Conclusion
According to Lins et al. 2021), there is currently still no consensual definition regarding retaliatory consumption behavior and revenge buying behavior. According to Mandi (2020), the definition of retaliatory consumption behavior typically refers to overindulgence in celebrating an occasion or overcoming frustration. Based on the findings from different journals, this may indicate that these four independent variables are related to consumers' retaliatory behavior after the abolition of MCO in Malaysia.
This may therefore indicate that there is a positive relationship between herd consumption and retaliatory consumption behaviour.
RESEARCH METHODOLOGY
- Introduction
- Research Design
- Quantitative Research
- Descriptive Research
- Data Collection Methods
- Primary Data
- Secondary Data
- Sampling Design
- Target Population
- Sampling Location
- Sampling Element
- Sampling Technique
- Sampling Size
- Research Instrument
- Questionnaire Design
- Pilot Test Result
- Construct Measurement
- Origin of Constructs Measurement
- Scale Measurement
- Data Processing
- Data Analysis
- Descriptive Analysis
- Reliability Analysis
- Conclusion
The collected survey data will be generated in the form of frequencies, percentages or other statistical analyzes to further determine the relationship between the data (Nassaji, 2015). Information about the results of the survey will be obtained to generate conclusions that are relevant to the research topic. According to Sekaran & Bougie (2003), a suitable sample size for most research is between 30 and 500 respondents.
A pilot test rehearsal will be conducted in this study as it allows to determine the feasibility of the study by testing the research hypothesis with a small sample size before proposing the large study (Wright &. According to Bujang et al. 2018), according to Cronbach's Alpha Test is applicable for conducting pilot experiment studies by measuring the reliability or internal consistency of the variables in the Likert scale questionnaire. In constructing the measurement scale of this study, the nominal scale and the ordinal scale were applied in Part A of the survey questionnaire (Demographic Profile).
The demographic and general data will be described with a statistical table, such as calculating the frequency and percentage of information collected. For this study, inferential analysis is applied to determine the relationship between an intervention and the outcome of the study and to determine whether the observed differences between the variables were reliable or probabilistic in the current study (Trochim, 2002). In short, all variables in this study are applied with the same scale measurement. Multiple regression is recommended to analyze the sample size to get a comprehensive understanding of the independent or dependent variable.
The table offers adjusted to determine the coefficient of variables as well as that, since it is considered greater than 0.7. Briefly, this chapter 3 is mainly illustrated about the research methodology and the main rules of the chosen analysis method that will be applied in the following chapter 4, the research analysis and result.
RESEARCH ANALYSIS AND RESULTS
- Introduction
- Descriptive Analysis
- Respondent Demographic Profile
- Respondent General Information on Buying Behaviour
- Centra Tendencies of Construct Measurement
- Retaliatory Consumption Behaviour
- Desire Sensation
- Herd Consumption
- Added Purchasing Power
- Influence of Social Media
- Reliability Test
- Inferential Analysis
- Multiple Regression Analysis
- Hypothesis Testing Result
- Conclusion
As stated, Table 4.2 shows the statistics of the respondent's age group, the largest group is 150 respondents (50%) out of 300 respondents from the age group between 20 to 29 years. According to Table 4.3 above, the majority of 177 respondents out of 300 respondents are the full-time employees comprising 59%. In accordance with Table 4.5 above, the majority of 130 respondents are of Bachelor's degree with a percentage of 43%.
According to Table 4.6, 275 out of 300 respondents (92%) agree that the post-Covid-19 pandemic restriction and quarantine has changed their consumption behavior, while the remaining 25 respondents (8%) disagree with the above statement. . Based on the result given in Table 4.7, there is a proportion of respondents which is 54% (162 respondents) out of 300 respondents who often engage in shopping after the quarantine restriction. In Table 4.8, up to 52% of respondents (154 respondents) out of 300 respondents were willing to spend an average amount of money on shopping after quarantine.
Based on Table 4.12, the mean of AP ranges between 3,810 and 3,850, indicating that the majority of respondents answered “neutral” or “neutral”. According to Table 4.13, mean values of IS are between 3,780 and 3,850, meaning that the majority of respondents are “neutral” or “agree” with IS statements. As reported in the reliability test statistic of Table 4.14, each 5 variables contained 3 items (N) derived from the questionnaire of this study and all variables achieved a score above 0.9.
As concluded in Table 4.15, the R-squared of this model is 0.821, meaning that each of the independent variables (DS, HC, AP, and IS) has 82.3% of the high level of correlation with the dependent variable (RC). . Based on Table 4.16, the F-value that contributed to the study is 338.198, indicating that there is a high relative variation within each of the samples, while at the same time the P-value result has a significant value of 0.000.
DISCUSSION, CONCLUSION, AND IMPLICATION
- Introduction
- Discussion of Findings
- Desire Sensation (DS) Hypothesis
- Herd Consumption (HC) Hypothesis
- Added Purchasing Power (AP) Hypothesis
- Influence of Social Media (IS) Hypothesis
- Implication of the Study
- Theoretical Implications
- Managerial Implication
- Limitations and Recommendations
- Conclusion
H2: Herd spending is positively related to consumers' retaliatory spending behavior after a MCO is revoked. H3: Added purchasing power is positively related to consumers' retaliatory spending behavior after a MCO is revoked. H4: Social media influences have a positive effect on consumers' retaliatory spending behavior following the repeal of a Movement Control Order (MCO).
The information perceived through social media can then influence the buying behavior or action of social media users. The outcome of this theoretical framework contributed to some of the key factors (i.e., desire sensation, herd consumption, and social media influence) that directly influence retaliatory consumption behavior. Finally, the above findings show that the influence of social media can lead consumers to retaliatory behaviour.
In fact, consumers who are addicted to engaging in social media will experience fear of missing out if they miss any promotional content or offers from the brands (Andersen, 2021). A consumer who feels inspired by social media posts is most likely to engage in revenge purchases post-pandemic. To further leverage social media and maximize sales, the marketer can encourage consumers to make an impulse purchase by enhancing the in-store experience and sharing hedonic ads on social media.
The researchers are limited to accurately verifying the respondent information received because the survey was collected through social media platforms during the COVID-19 pandemic. As a result, the outcome of this study has provided a clearer picture of the four variables influencing consumers towards retaliatory consumption behavior after the lifting of MCO and post-pandemic, effectively meeting the research objective.
International Journal of Contemporary Architecture "The New ARCH", 8. Retrieved from https://www.researchgate.net/publication/353377510. Retrieved January 22, 2022, from https://www.yourarticlelibrary.com/social-research/data-collection/questionnaire-method-of-data-collection-. Retrieved November 22, 2021, from https://www.unige.ch/lettres/philo/recherche/research-groups/thumos/projects/desire-emotion-and-mind/.
Retrieved November 21, 2021 from https://www.investopedia.com/articles/personal-finance/111813/five-rules-improve-your-financial-health.asp. Retrieved November 20, 2021 from https://www.freepressjournal.in/business/wanted-frustrated-buyers-and-a-hell-lot-of-revenge-spending-to-revive-the-economy. On November 16, 2021 withdraw from https://www.thestar.com.my/news/nation reopen-all-sectors-of-economie-immediately-groups-urge-govt.
Retrieved November 25, 2021 from https://www.cnbc.com how-to-trade-europes-incoming-revenge-spend-according-to-blackrock.html. On 14 November 2021 withdraw from https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19 - --11-March-2020.
APPENDICES
Do you agree that your consumption habits have changed after the introduction of a restriction after COVID 10 or quarantine.
