Abstract

Concerning the effect of the 2019 coronavirus novel (COVID-19) pandemic on the global economic situation, this study examines the impact of customer attitudes toward negative Electronic Word of Mouth (eWOM) in their panic buying activities and switching barriers on customer satisfaction. This study also used the Rational Choice Theory approach as a foundation to explain the current situation in Indonesia regarding customer purchasing decisions and satisfaction. The questionnaires were distributed online to 691 consumers in various cities in Indonesia. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study indicate that the attitudes toward negative eWOM have an impact on increasing panic buying activity and brand switching. Finally, the relationship between buying activity as well as brand switching toward customer satisfaction has significance. The conclusions drawn in this study will contribute to studies or research regarding Rational Choice Theory.

摘要

关于 2019 年新型冠状病毒 (COVID-19) 大流行对全球经济形势的影响，本研究考察了客户对负面电子口碑 (eWOM) 的态度在其恐慌性购买活动中的影响以及对客户满意度的转换障碍。本研究还使用理性选择理论方法作为基础来解释印度尼西亚在客户购买决策和满意度方面的现状。问卷在线分发给印度尼西亚各个城市的 691 名消费者。使用偏最小二乘结构方程模型（PLS-SEM）分析数据。这项研究的结果表明，对负面电子口碑的态度对增加恐慌性购买活动和品牌转换有影响。最后，购买活动与品牌转向客户满意度之间的关系具有重要意义。本研究得出的结论将有助于有关理性选择理论的研究或研究。