This study explores consumer behavior during the pandemic through the lens of social cognitive theory (SCT). Using the SCT framework and assessing the pandemic as an environmental set, this study strives to fill the gaps in the underexplored impacts of the personal processes of consumer vulnerability, resilience, and adaptability on the behavioral processes of purchase satisfaction and repurchase. The research results show that consumers are self-efficacious to a degree when it comes to purchase decision making in the context of pandemics. Vulnerability and resilience directly influence the purchase satisfaction and indirectly influence the repurchase intention via satisfaction. Furthermore, purchase satisfaction positively affects the repurchase intention. In addition, research results show that consumer adaptability to online shopping moderates the relationship between consumer resilience and purchase satisfaction. These findings have practical implications in terms of marketers’ communication strategy development.

中文翻译：

---

COVID-19 大流行期间的购买体验和社会认知理论：消费者脆弱性、复原力和适应性与购买满意度和回购的相关性

本研究通过社会认知理论 (SCT) 的视角探讨大流行期间的消费者行为。本研究使用 SCT 框架并将大流行作为一个环境集进行评估，努力填补消费者脆弱性、复原力和适应性等个人过程对购买满意度和回购行为过程的未充分探索影响方面的空白。研究结果表明，在流行病的背景下，消费者在做出购买决策时具有一定程度的自我效能感。脆弱性和弹性直接影响购买满意度，并通过满意度间接影响回购意愿。此外，购买满意度正向影响回购意愿。此外，研究结果表明，消费者对网上购物的适应性调节了消费者弹性与购买满意度之间的关系。这些发现对营销人员的传播策略发展具有实际意义。