The COVID-19 outbreak changed dramatically and altered the attitudes, intentions and purchasing patterns of consumers. This global crisis was particularly notable because of globalization—the interconnection of markets and countries—and its unprecedented coverage by traditional and digital media.

This research queried the impact of the COVID-19 crisis on consumers’ motivation and behavior. The present paper was based on the results of mixed methods —qualitative and quantitative analyses—conducted in more than 55 countries and collectively engaging 1,015 participants. The studies were performed by the end of March 2020, at which time the pandemic was at its first peak, allowing data to be collected in real time, recording the actual behaviors of consumers and not simply what they could recall after the fact.

As a result of the COVID-19 crisis, many changes took place in consumer behavior related to products, channels, and motivations. These changes proved to be more related to consumers’ perceptions of the crisis than to its practical effects. Several managerial and theoretical implications are provided, as well as compelling future research avenues.

COVID-19 爆发发生了巨大变化，改变了消费者的态度、意图和购买模式。由于全球化——市场和国家之间的相互联系——以及传统媒体和数字媒体前所未有的报道，这场全球危机尤为引人注目。

这项研究询问了 COVID-19 危机对消费者动机和行为的影响。本论文基于在超过 55 个国家进行的混合方法——定性和定量分析——的结果，共有 1,015 名参与者参与。这些研究是在 2020 年 3 月底之前进行的，当时大流行正处于第一个高峰，可以实时收集数据，记录消费者的实际行为，而不仅仅是他们事后可以回忆的内容。

由于 COVID-19 危机，与产品、渠道和动机相关的消费者行为发生了许多变化。事实证明，这些变化更多地与消费者对危机的看法有关，而不是与其实际影响有关。提供了一些管理和理论意义，以及引人注目的未来研究途径。