Page 40 - IJSA, Vol. 4, No 2, 2021

International Journal of Science Annals, Vol. 4, No. 2, 2021
рrint ISSN: 2617-2682; online ISSN: 2707-3637; DOI:10.26697/ijsa

Introduction individuals and their well-being (Laato et al., 2020).
The outbreak of coronavirus disease 2019 has been Particularly, it was generally related to distress and
considered as a major public health crisis, which has health anxiety (Doherty-Torstrick et al., 2016;
infected more than 10 million people worldwide (Wang Mohammed et al., 2019; Starcevic & Berle, 2013). In
et al., 2020). Considering its drawbacks, many addition, people are seeking health-related data in order
researchers start scientific debates universally (Laato et to reclaim a sense of safety and control. Thus, a health
al., 2020; Wang et al., 2020). Since it could influence online search may constitute a coping strategy for health
human mental well-being and lead to fears, worries, and anxious individuals (Jungmann & Witthoft, 2020). In
anxiety among individuals, psychological and recent years, many researchers were interested in the
behavioral drawbacks are considered as key research role of coping processes and emotional regulation in
focus (Jungmann & Witthoft, 2020; Wang et al., 2020). health anxiety (Gioia & Boursier, 2020).
In this context, previous studies on pandemics have Surprisingly, despite its spread and its prominence, the
demonstrated that anxiety, health worries, and safety consequences of this shift in health behavior are still not
behavior are widespread in these times and have fully appreciated (Jungmann & Witthoft, 2020; Laato et
reported that up to over 50% of respondents show al., 2020; Mohammed et al., 2019). Research into
worries or anxiety during virus-induced pandemics “cyberchondria” is in its infancy (McManus et al.,
(Garfin et al., 2020; Jungmann & Witthoft, 2020). 2014). Particularly, there has been little research on the
Embedding our study in the field of mental health, we effects associated with health anxiety and cyberchondria
heed the call for research into solutions to promote in the context of consumer behavior (Wang et al., 2020).
mental wellbeing. In this field, so much work can be The investigation of possible effects can help to better
done and public health specialists can propose an understand the consumers’ reactions to the increasing
effective way out to challenge societal problems, health anxiety and to develop possible transdisciplinary
particularly those related to mental health problems measures. In this current research, we are trying to
(Jungmann & Witthoft, 2020; Huang & Zhao, 2020; investigate the effect of cyberchondria on online
Xiao et al., 2020). However, there is still a limited shopping, which is considered as a coping strategy. In
exploration of the impact of COVID-19 on consumers’ fact, during this pandemic, the online shopping
mental well-being and consumers’ behavior (Jungmann experience is considered as inevitable solution to social
& Witthoft, 2020; Zhang & Ma, 2020). distancing and an evolving risk of contamination. In
Several studies have revealed an association between other words, avoidance-motivated people seek such
infectious diseases such as COVID-19 and anxiety experiences not for the presence of positive stimuli, but
disorders (Bajcar & Babiak, 2021; E. Lee & Lee, 2019; rather for the relative absence of negative stimuli.
Hashemi et al., 2020). In this paper, we are focusing on Physical shopping is becoming too risky and the online
one specific side of health anxiety called context provides a safer shopping environment,
“cyberchondria”. This latter is consistent with cognitive particularly for those who showed health-related
behavioral models of health anxiety which consider anxiety.
repetitively checking sources of medical information as It was demonstrated that being involved in a public
a form of reassurance seeking (Doherty-Torstrick et al., health emergency, like the COVID-19 pandemic, can
2016; Loos, 2013). It refers to searching the web spark consumers’ preferences for utilitarian products,
excessively for health care information and escalation of for making unusual protection purchases and for
anxiety regarding the state of one’s health (Doherty- hoarding and stockpiling (Latoo et al., 2020; Wang et
Torstrick et al., 2016; McManus et al., 2014; al., 2020). However, even if hedonic purchases are often
Mohammed et al., 2019). viewed as the tools to regulate consumers’ emotions
In fact, many individuals are going online to search for (e.g. stress, negative mood) (Wang et al., 2020), no prior
useful information that may help them to reduce stress, research investigated the effect of such health anxiety on
anxiety and bad feeling about what would happen in the the enjoyable side of shopping as coping strategy.
future. Past researchers suggest the term “Dr. Google” The aim of the study. To investigate how excessive
to describe how patients make Google searches for some health-related anxiety leads to online shopping
self‑help and self‑management (Lee et al., 2014). Web enjoyment, and to examine the mediating roles of
search engines can intensify requests about content on COVID-19 fear and hedonic shopping motivation.
serious, life‑threatening, or rare diseases (Mohammed et Five main hypotheses will be tested in the following
al., 2019; White & Horvitz, 2009). Cyberchondria is parts (Figure 1):
evolving not only among clinically diagnosed people, H1: Cyberchondria is positively related to hedonic
but also among those who have no medical training. shopping motivations.
Even if this phenomenon is not new, the context of H2: Cyberchondria affect positively the online shopping
COVID-19 offered researchers worldwide an enjoyment.
opportunity for exploring this concept, as the pandemic H3: The hedonic shopping motivations affect positively
escalated into a global health crisis with abundant the online shopping enjoyment.
reports and personal stories invading the World Wide H4: Cyberchondria increases the level of COVID-19
Web and the social media (Laato et al., 2020). In fact, fear.
since 2019, several researchers proved that H5: The higher level of COVID-19 fear, the more likely
cyberchondria can be damaging and harmful for consumers will enjoy the online shopping experience.

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