THE DUAL EFFECT OF FEAR OF PANDEMIC ON CONSUMERS (SATISFACTION AND REPURCHASE INTENTION) FOR ELECTRICAL HOME APPLIANCES DURING COVID-19

Abstract

Electrical Home Appliances (EHA) are necessary for modern life. Some of these items are costly. Customer needs cognitive decision before purchasing. COVID-19 and its impact on humanity are disastrous and devastating (lockdown, social distance, joblessness, low/no income, death, and long health crisis). Like other businesses, EHA purchases and their usage have been affected. The study investigated customer satisfaction and the repurchase intention of EHA. The study was conducted in Malaysia and data were collected from 400 Malaysians using structured questions through social media and emails. Collected data were analysed with PLS-SEM (SmartPLSv.3). The study found that product quality, customer perceived value, and social media usage were significant with customer satisfaction and customer satisfaction and fear of the pandemic were also influential on repurchase intention. Besides, customer satisfaction is mediated fully with repurchase intention. Moreover, the contributory part is to investigate the moderating effect of fear of the pandemic on the relationship between satisfaction and repurchase intention was significant. Fear of the pandemic was a successful exogenous and interaction construct. The study used two prominent theories to support the framework and the relationships: Stimulus Organism Response theory and Perceived Risk Theory were successfully buttressed by current findings. These findings were very insightful for practitioners and knowledge-builders.