The moderating effect of social media use in impulsive buying of personal protective equipments during the COVID-19 pandemic

Figures & data

Figure 1. The conceptual research framework.

Table 1. Construct definition of the conceptual research framework

Construct	Test Item	Construct Definition	Reference
Scarcity (SC)	Four	The perceptions of customers toward the scarcity of health supplement products in pandemic	W.-Y. Wu et al. (2011)
Perceived Value (PV)	Four	The perceptions of customers toward the perceived value of health supplement products in pandemic	Zhang et al. (2021)
Social Media Use (SM)	Three	The perceptions of customers related to social media use in pandemic COVID-19 about scarcity health supplement products	Ahmed et al. (2020)
Impulsive Buying (IB)	Five	The perceptions of customers toward the impulse buying of health supplement products in pandemic	Ho and Lim (2018)

Table 2. The step of PLS-SEM analysis

Step of Analysis	Analysis Unit	Basic Threshold	Reference
Measurement model evaluation	Indicator reliability: Indicator loadings	≥0.70	Hair et al. (2019)
	Internal consistency reliability: Composite reliability	0.70–0.90
	Convergent validity: average variance extracted (AVE)	≥0.50
	Discriminant validity: HTMT	<0.85
Structural model evaluation	p-value	p < 0.05
	R^2 value	0.75, 0.50, 0.25 (substantial, moderate, weak)
	f^2(effect size)	>0.02 (small); >0.15 (medium); >0.35 (large)

Table 3. The overview of the respondent

Profil	Criteria	Frequency	Percentage
Gender	Male	131	40.9%
	Female	189	59.1%
Age	17–25	93	29.1%
	26–35	113	35.3%
	36–45	61	19.1%
	46–55	35	10.9%
	56 over	18	5.6%
Occupation	Student	98	30.6%
	Entrepreneur	71	22.2%
	Government employees	49	15.3%
	Other	102	31.9%
Income (USD)	243.18 or less	118	36.9%
	243.18–312.67	95	29.7%
	312.67–382.15	49	15.3%
	382.15 and above	58	18.1%
Health supplement products are scarcity	Yes	186	58.1%
	No	134	41.9%

Table 4. The summary of the measurement model evaluation

Variables	Indicator/ Items	Reliability Test			Validity Test
		Indicator Loadings	Cronbach’s Alpha	Composite Reliability	Convergent Validity (AVE)	Discriminant Validity (HTMT)
Impulsive Buying (IB)	IB1	0.793	0.872	0.907	0.663	Valid
	IB2	0.883
	IB3	0.851
	IB4	0.800
	IB5	0.737
Perceived Value (PV)	PV1	0.781	0.818	0.880	0.647	Valid
	PV2	0.812
	PV3	0.826
	PV4	0.799
Scarcity (SC)	SC1	0.774
	SC2	0.783	0.731	0.818	0.533	Valid
	SC3	0.766
	SC4	0.579
Social Media Use (SM)	SM1	0.803	0.723	0.843	0.642	Valid
	SM2	0.787
	SM3	0.813

Table 5. The summary of the discriminant validity test (HTMT)

	Impulsive Buying	Perceived Value	Scarcity	Social Media Use
Impulsive Buying	0.814
Perceived Value	0.455	0.804
Scarcity	0.395	0.339	0.730
Social Media Use	0.587	0.384	0.400	0.801

Table 6. The summary of the relationship testing

Hypotheses	Relationship	Path Coefficient	Sample Mean	Standard Deviation	t-values	p-Values	Significance
H1	Scarcity→Impulsive Buying	0.200	0.207	0.100	1.993	0.047	Yes
H2	Scarcity→Perceived Value	0.339	0.361	0.092	3.689	0.000	Yes
H3	Perceived Value→Impulsive Buying	0.205	0.196	0.103	1.984	0.048	Yes
H4	Scarcity→Perceived Value→Impulsive Buying	0.069	0.070	0.041	1.671	0.095	Not
H5	Moderating Effect 1→Impulsive Buying	0.164	0.171	0.079	2.087	0.037	Yes

Figure 2. The output of the structural model evaluation.

Table 7. The summary of f²(effect size) value

Construct Relationship	f^2 (Effect Size) Score	Effect
Moderating Effect 1→IB	0.052	Small
PV→IB	0.060	Small
SC→IB	0.053	Small
SC→PV	0.130	Small

Wu, W.-Y., Lu, H.-Y., Wu, -Y.-Y., & Fu, C.-S. (2011). The effects of product scarcity and consumers’ need for uniqueness on purchase intention. International Journal of Consumer Studies, 36(3), 263–274. https://doi.org/10.1111/j.1470-6431.2011.01000.x

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Zhang, J., Jiang, N., Turner, J. J., & Sharif, S. P. (2021). The impact of scarcity of medical protective products on Chinese consumers’ impulsive purchasing during the COVID-19 epidemic in China. Sustainability, 13(17), 9749. https://doi.org/10.3390/su1317974917

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Ahmed, R. R., Streimikiene, D., Rolle, J.-A., & Duc, P. A. (2020). The COVID-19 pandemic and the antecendants for the impulse buying behaviour of US citizens. Journal of Competitiveness, 12(3), 5–27. https://doi.org/10.7441/joc.2020.03.01

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Ho, S. Y., & Lim, K. H. (2018). Nudging moods to induce unplanned purchases in imperfect Mobile personalization contexts. MIS Quarterly, 42(3), 757–778. https://doi.org/10.25300/MISQ/2018/14083

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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

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