Food hoarding is prevalent during the COVID-19 pandemic.To investigate the mechanism of urban consumers’food hoarding behaviors,we categorize hoarding motives into rational and irrational ones.Using random online sur...Food hoarding is prevalent during the COVID-19 pandemic.To investigate the mechanism of urban consumers’food hoarding behaviors,we categorize hoarding motives into rational and irrational ones.Using random online survey samples from three cities in China,we employ the multivariate probit model to investigate the rational and irrational motives on food hoarding behavior.Our results confirmed the existence of both rational and irrational food hoarding,and also found factors attributing to the different buying behaviors.The amount of food at hand and the expectation on the infection possibility of COVID-19 are two major factors affecting rational hoarding.Bad mood and herd psychology are factors contributing to panic buying.This study provides an empirical evidence to support intervention policies aiming at mitigating panic buying behavior.展开更多
Coronavirus disease(COVID-19)is an highly infectious respiratory disease caused by a newly discovered coronavirus.Most people infected by the COVID-19 virus will experience mild to moderate respiratory illness and rec...Coronavirus disease(COVID-19)is an highly infectious respiratory disease caused by a newly discovered coronavirus.Most people infected by the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment;a portion of infected people may die.Under coronavirous disease pandemic situation,human normal life,movement and business has been disturbed due to lockdown and closing of shopping malls and business centers in the city.Nowadays,e-commerce is a vigorous tool for diminishing streaming business processes,cycle time,organizational costs,stay at home,maintain social distancing,protect from virus,and enlightening associations with both shoppers and business partners.The research investigated the buying behavior of Bangladeshi shoppers under coronavirus disease(COVID-19)pandemic situation in case of online perspective.The research reconnoitered the impact of five aspects:health aspect,price aspect,product aspect,trust aspect,and place aspect on online buying behavior under coronavirus disease(COVID-19)pandemic situation in Bangladesh.Data were collected through a structured questionnaire by online survey method from 155 samples which encompass online shoppers in country.Simple random sampling technique were used.Data were analyzed using factor analysis,reliability analysis,and multiple regression analysis.Findings revealed that four out of five aspects:health aspect,price aspect,product aspect,and place aspect had a positive and significant influence on online buying behavior under coronavirus disease(COVID-19)pandemic situation in the perspective of Bangladesh.The assessment generates responsiveness among online practicing companies,researchers,managers,shoppers,and prospects online buyers.Online functioning businesses could be a successful leading aspects for explaining online buying behavior under coronavirus disease(COVID-19)pandemic situation in the context of Bangladesh.展开更多
“People spend 46.9%of their waking hours thinking about something else other than what they are doing and this mind-wandering typically makes them unhappy”(Killingsworth&Gilbert,2010).An antidote to this mind-wa...“People spend 46.9%of their waking hours thinking about something else other than what they are doing and this mind-wandering typically makes them unhappy”(Killingsworth&Gilbert,2010).An antidote to this mind-wandering is“Mindfulness”;derived from ancient Buddhist tradition it refers to an open and non-judgmental form of awareness that is centered on present moment experiences considering both internal and external environment(Kabat-Zinn,2003).Existing research suggests mindfulness increases self-regulation of attention and self-control(Razza et al.,2015;Panek,Bayer,Cin,&Campbell,2015).Past research has also suggested mindfulness as a long-term solution to obesity and over-eating(Herpel et al.,2015;Bahl,Milne,Ross,&Chan,2013).This research suggests mindfulness as a way of improving self-control among consumers and contributes to making a more discerning customer.In my research,I suggest mindfulness as a way to improve self-control and reduce the susceptibility of a consumer to advertising effects,promotion price effects,and impulse buying behavior.We also suggest mindfulness as an intervention to reduce the over-spending problem in consumers.Elaboration likelihood model of persuasion(ELM)forms the theoretical basis of our research.ELM suggests two ways of information processing,central route,and peripheral route.In central route processing,customer evaluates communication by the logic of the argument presented.In peripheral processing,customer relies on peripherals like the attractiveness of source of information and other such peripherals to process information(Petty&Cacioppo,1984).The mindful customer is more likely to use central route than the peripheral route of information processing(Schramm&Hu,2014;Dong&Brunel,2006;Panek et al.,2015).Due to the difference in information processing,the mindful customer may not be influenced by peripheral cues of marketing like advertising and price promotions.We examine the differential effects of mindfulness vs.non-mindful consumers’response to marketing messages,through a series of experiments.This research also suggests mindfulness as a way to protect consumers against marketing enticements and improve their self-control against the harmful behavior of impulsive buying and overspending.The research also has implications for improving general happiness in the consumer.Since past research suggests,mind wandering leads to unhappiness in people(Mathew et al.,2010).展开更多
BACKGROUND Although panic buying(PB)is a ubiquitous behavior,it became prominent during the coronavirus disease 2019 pandemic.However,studies are inadequate to explore the different aspects of it,even though it covers...BACKGROUND Although panic buying(PB)is a ubiquitous behavior,it became prominent during the coronavirus disease 2019 pandemic.However,studies are inadequate to explore the different aspects of it,even though it covers several perspectives of life and academic domains.AIM To assess the research that have been conducted on PB.METHODS A search was conducted to identify the articles in PubMed,PubMed Central,Scopus,and Google Scholar using the search term“panic buying”on November 15,2020.A total of 104 articles was extracted from the initial search.After removing duplicates and initial and full-text screening,42 articles were included in the study.We only considered peer-reviewed published articles that can be downloaded in a full portable document format.Articles published in other languages and preprints were excluded.RESULTS Among the 42 articles,27 were original contributions,6 were correspondences,3 were commentaries,3 were review articles,and there was one each for editorial,opinion,and discussion type of articles.Several domains have been researched such as psychology,responsible factors,supply chain,management,disaster preparedness,e-commerce,consumer behavior,marketing,prevention strategies,media,social network,economics,personality,and engineering.Authors from several disciplines,such as psychiatry,management,economics,business,sales and marketing,consumer behavior,public health,communication,information management,sociology,engineering,business administration,psychology,nursing,health economics,food policy,epidemiology,and community health,have been studied it.Definition,causative model,econometric model,controlling strategy,and measuring instrument have been reported.A total of 18 papers had cross-country collaboration,and ten were funded projects.Most of the authors were affiliated with the institutions of Australia,Bangladesh,China,India,Singapore,and the United States.CONCLUSION PB is a relatively newer concept to get the attention of the research community.Further robust studies with replication of the findings are warranted to explore,predict,and control during crises.展开更多
一、原文 Two years ago,I gave my yearly talk before the Applied Philosophy Institute in Sunnyvale, California. The topic was"Money & God."The audience turnout was excellent.Almost everyone had some deep ...一、原文 Two years ago,I gave my yearly talk before the Applied Philosophy Institute in Sunnyvale, California. The topic was"Money & God."The audience turnout was excellent.Almost everyone had some deep feelings about money and God——taken separately or united in various holy and unholy alliances.展开更多
The convenience and anonymity of online shopping have stimulated people＇s impulse buying tendency. Impulse buying is notonly a competitive method for businesses, but also a crucial factor influencing sales of e-comme...The convenience and anonymity of online shopping have stimulated people＇s impulse buying tendency. Impulse buying is notonly a competitive method for businesses, but also a crucial factor influencing sales of e-commerce. Based on a systematic reviewof literatures, this paper explores factors affecting the online impulse buying. Moreover, by using the S-O-R model, this paperdescribes the formation mechanism of the online impulse buying behavior. At Last, it points out issues worthy of future studies.For example, this paper suggests to take into consideration of sociocultural impact and to put more emphasis on empirical studies.展开更多
Motivated by the business model called“community group buying”(CGB),which has emerged in China and some countries in Southeast Asia,such as Singapore and Indonesia,we develop algorithms that could help CGB platforms...Motivated by the business model called“community group buying”(CGB),which has emerged in China and some countries in Southeast Asia,such as Singapore and Indonesia,we develop algorithms that could help CGB platforms match consumers with stage-stations(the picking up center under the CGB mode).By altering the fundamental design of the existing hierarchy algorithms,improvements are achieved.It is proven that our method has a faster running speed and greater space efficiency.Our algorithms avoid traversal and compress the time complexities of matching a consumer with a stage-station and updating the storage information to O(logM)and O(MlogG),where M is the number of stage-stations and G is that of the platform’s stock-keeping units.Simulation comparisons of our algorithms with the current methods of CGB platforms show that our approaches can effectively reduce delivery costs.An interesting observation of the simula-tions is worthy of note:Increasing G may incur higher costs since it makes inventories more dispersed and delivery prob-lems more complicated.展开更多
Crises in the past have caused devastating,long-lasting impacts on the global economy.The after-effects always bring some dynamic and rigorous challenges for businesses and governments.Such challenges have always been...Crises in the past have caused devastating,long-lasting impacts on the global economy.The after-effects always bring some dynamic and rigorous challenges for businesses and governments.Such challenges have always been a point of discussion for scholars.The recent COVID-19 pandemic emaciated the global economy,leaving everyone mired in uncertainty,fear,and psychological impairments.One of the headwind features utilized by consumers during pandemic was panic buying(PB),which must be explored in various contexts for policymakers and practitioners.To address this gap,this study deployed a moderated mediation mechanism,integrating the health belief model(HBM)and competitive arousal theory(CAT)to excavate the notions underlying PB with the intrusion of evolved real-time psychological disorders:intolerance of uncertainty(IU)and cyberchondria(CYC).The study was conducted as a natural experiment in a South Asian developing economy using online surveys.It found that health beliefs—perceived severity(PSV)and perceived susceptibility(PSC)—positively impact perceived arousal(PA),which causes PB,and that PA has a sturdy mediator role.Moreover,in the relationship between health beliefs and arousal,the different psychological disorders were found to have significant moderating roles The study findings can help mitigate risk uncertainties and panic situations and thus contribute to consumers’wellbeing.展开更多
Compulsive buying (CB) is a proposed disorder of dysregulated buying behaviour that is associated with high rates of Axis I comorbidity, particularly depression and anxiety. It has been proposed that purchasing behavi...Compulsive buying (CB) is a proposed disorder of dysregulated buying behaviour that is associated with high rates of Axis I comorbidity, particularly depression and anxiety. It has been proposed that purchasing behaviours may serve as a maladaptive means of alleviating negative affect in vulnerable individuals. The aim of the current study was to experimentally manipulate affect to test this mood repair hypothesis. Compulsive buyers (n = 26) and pathological gamblers (n = 23) diagnosed using structured clinical interviews (SCID) and healthy controls (n = 24) were randomly assigned to either a negative or positive mood-induction procedure (MIP) and participated in an experimental buying task. Results revealed that, irrespective of mood induction condition, compulsive buyers reported a greater urge to acquire items, purchased more items, and spent a greater total amount of money during the buying task when compared to the healthy control group. Compulsive buyers were also faster than pathological gamblers in making decisions to purchase, even after controlling for motor impulsivity (BIS). There was, however, no main effect of mood-induction condition or group by condition interaction. Limitations and future directions are discussed.展开更多
It is important to study the relationship between marketing factors and purchase decisions of middle-class consumers in Nanning housing market.This study will investigate the factors influencing people decision to pur...It is important to study the relationship between marketing factors and purchase decisions of middle-class consumers in Nanning housing market.This study will investigate the factors influencing people decision to purchase houses in Nanning City.The extrinsic housing attributes at this study consist of environmental attributes and location attributes.I have a limited understanding of the purchase behavior of Nanning home buyers in Nanning City.This study adopts the data collection methods of e-mail and field survey.Based on 509 questionnaires,the data were analyzed using descriptive statistics analysis and logistic regression.The results show that location attributes,such as school districts,positively influence housing purchase decisions in Nanning City.This study contributes to an improved understanding of home buyers’decision making in Nanning City.The beneficiaries of this study include home buyers and marketers and academic institutions.To better meet home buyers’needs and achieve a competitive advantage,marketers can use the research outcomes to focus more on those housing purchase factors that significantly influence house buyers’purchase decision making.展开更多
<strong>Introduction:</strong> Malaria control becomes effective if countries adopt the World Health Organization & Global Malaria Programme (WHO/GMP) recommendation with includes diagnosis of malaria ...<strong>Introduction:</strong> Malaria control becomes effective if countries adopt the World Health Organization & Global Malaria Programme (WHO/GMP) recommendation with includes diagnosis of malaria cases and treatment with effective medicines, distribution of insecticide-treated nets (ITNs) and indoor residual spraying (IRS). Ownership and utilization of mosquito nets for malaria prevention is still sub-optimal with only 62% ownership of at least one mosquito net and only 37% of children using the nets. This seeks to investigate the willingness to buy and the use ITN use among caregivers of under five children attending immunization clinic in Bingham University Teaching Hospital. <strong>Methodology:</strong> A descriptive cross sectional study design carried out among 242 caregivers of all ages and sex of under-five children attending immunization clinic at Bingham University Teaching Hospital (BHUTH) in Jos North Local Government Area of Plateau State, Nigeria. A Simple Random Sampling technique was used to select respondents. <strong>Findings:</strong> Two hundred and sixteen 216 (89.3%) of the children use ITNs, majority of the children 190 (78.5%) slept under ITN the night before the interview, 226 (93.4%) owned ITNs, 156 (64.5%) got the ITNs for free while 60 (24.8%) paid for it and majority 172 (71.1%) of the children use ITN every night. Tertiary education, having much younger children (less than 3 years) and perception as a means of malaria prevention were associated with higher use of ITNs. Majority 220 (90.9%) the caregivers were willing to buy ITN and also recommend ITN to others. Caregivers who were traders and civil servants were willing to buy ITN than farmers, tertiary education, having children 1 - 3 months old, and owning 3 or more ITNs was associated with willingness to buy ITNs. <strong>Conclusion: </strong>About 90% of the children of caregivers use ITNs and over three quarters slept under ITN the night before the interview and majority use it every night. Majority the caregivers were willing to buy ITN and also recommend ITN to others. The government and health care workers should continue to encourage and enlighten caregivers to keep using ITNs for their children and sustain mass free distribution of ITNs to improve ownership and utilization of ITNs.展开更多
基金The authors thank the National Natural Science Foundation of China(72003008)the Social Science Funding from Beijing Municipal Education Commission,China(SM201810011002)2017 Beijing High Level Group Building Program,China(IDHT20170505).
文摘Food hoarding is prevalent during the COVID-19 pandemic.To investigate the mechanism of urban consumers’food hoarding behaviors,we categorize hoarding motives into rational and irrational ones.Using random online survey samples from three cities in China,we employ the multivariate probit model to investigate the rational and irrational motives on food hoarding behavior.Our results confirmed the existence of both rational and irrational food hoarding,and also found factors attributing to the different buying behaviors.The amount of food at hand and the expectation on the infection possibility of COVID-19 are two major factors affecting rational hoarding.Bad mood and herd psychology are factors contributing to panic buying.This study provides an empirical evidence to support intervention policies aiming at mitigating panic buying behavior.
文摘Coronavirus disease(COVID-19)is an highly infectious respiratory disease caused by a newly discovered coronavirus.Most people infected by the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment;a portion of infected people may die.Under coronavirous disease pandemic situation,human normal life,movement and business has been disturbed due to lockdown and closing of shopping malls and business centers in the city.Nowadays,e-commerce is a vigorous tool for diminishing streaming business processes,cycle time,organizational costs,stay at home,maintain social distancing,protect from virus,and enlightening associations with both shoppers and business partners.The research investigated the buying behavior of Bangladeshi shoppers under coronavirus disease(COVID-19)pandemic situation in case of online perspective.The research reconnoitered the impact of five aspects:health aspect,price aspect,product aspect,trust aspect,and place aspect on online buying behavior under coronavirus disease(COVID-19)pandemic situation in Bangladesh.Data were collected through a structured questionnaire by online survey method from 155 samples which encompass online shoppers in country.Simple random sampling technique were used.Data were analyzed using factor analysis,reliability analysis,and multiple regression analysis.Findings revealed that four out of five aspects:health aspect,price aspect,product aspect,and place aspect had a positive and significant influence on online buying behavior under coronavirus disease(COVID-19)pandemic situation in the perspective of Bangladesh.The assessment generates responsiveness among online practicing companies,researchers,managers,shoppers,and prospects online buyers.Online functioning businesses could be a successful leading aspects for explaining online buying behavior under coronavirus disease(COVID-19)pandemic situation in the context of Bangladesh.
文摘“People spend 46.9%of their waking hours thinking about something else other than what they are doing and this mind-wandering typically makes them unhappy”(Killingsworth&Gilbert,2010).An antidote to this mind-wandering is“Mindfulness”;derived from ancient Buddhist tradition it refers to an open and non-judgmental form of awareness that is centered on present moment experiences considering both internal and external environment(Kabat-Zinn,2003).Existing research suggests mindfulness increases self-regulation of attention and self-control(Razza et al.,2015;Panek,Bayer,Cin,&Campbell,2015).Past research has also suggested mindfulness as a long-term solution to obesity and over-eating(Herpel et al.,2015;Bahl,Milne,Ross,&Chan,2013).This research suggests mindfulness as a way of improving self-control among consumers and contributes to making a more discerning customer.In my research,I suggest mindfulness as a way to improve self-control and reduce the susceptibility of a consumer to advertising effects,promotion price effects,and impulse buying behavior.We also suggest mindfulness as an intervention to reduce the over-spending problem in consumers.Elaboration likelihood model of persuasion(ELM)forms the theoretical basis of our research.ELM suggests two ways of information processing,central route,and peripheral route.In central route processing,customer evaluates communication by the logic of the argument presented.In peripheral processing,customer relies on peripherals like the attractiveness of source of information and other such peripherals to process information(Petty&Cacioppo,1984).The mindful customer is more likely to use central route than the peripheral route of information processing(Schramm&Hu,2014;Dong&Brunel,2006;Panek et al.,2015).Due to the difference in information processing,the mindful customer may not be influenced by peripheral cues of marketing like advertising and price promotions.We examine the differential effects of mindfulness vs.non-mindful consumers’response to marketing messages,through a series of experiments.This research also suggests mindfulness as a way to protect consumers against marketing enticements and improve their self-control against the harmful behavior of impulsive buying and overspending.The research also has implications for improving general happiness in the consumer.Since past research suggests,mind wandering leads to unhappiness in people(Mathew et al.,2010).
文摘BACKGROUND Although panic buying(PB)is a ubiquitous behavior,it became prominent during the coronavirus disease 2019 pandemic.However,studies are inadequate to explore the different aspects of it,even though it covers several perspectives of life and academic domains.AIM To assess the research that have been conducted on PB.METHODS A search was conducted to identify the articles in PubMed,PubMed Central,Scopus,and Google Scholar using the search term“panic buying”on November 15,2020.A total of 104 articles was extracted from the initial search.After removing duplicates and initial and full-text screening,42 articles were included in the study.We only considered peer-reviewed published articles that can be downloaded in a full portable document format.Articles published in other languages and preprints were excluded.RESULTS Among the 42 articles,27 were original contributions,6 were correspondences,3 were commentaries,3 were review articles,and there was one each for editorial,opinion,and discussion type of articles.Several domains have been researched such as psychology,responsible factors,supply chain,management,disaster preparedness,e-commerce,consumer behavior,marketing,prevention strategies,media,social network,economics,personality,and engineering.Authors from several disciplines,such as psychiatry,management,economics,business,sales and marketing,consumer behavior,public health,communication,information management,sociology,engineering,business administration,psychology,nursing,health economics,food policy,epidemiology,and community health,have been studied it.Definition,causative model,econometric model,controlling strategy,and measuring instrument have been reported.A total of 18 papers had cross-country collaboration,and ten were funded projects.Most of the authors were affiliated with the institutions of Australia,Bangladesh,China,India,Singapore,and the United States.CONCLUSION PB is a relatively newer concept to get the attention of the research community.Further robust studies with replication of the findings are warranted to explore,predict,and control during crises.
文摘一、原文 Two years ago,I gave my yearly talk before the Applied Philosophy Institute in Sunnyvale, California. The topic was"Money & God."The audience turnout was excellent.Almost everyone had some deep feelings about money and God——taken separately or united in various holy and unholy alliances.
文摘The convenience and anonymity of online shopping have stimulated people＇s impulse buying tendency. Impulse buying is notonly a competitive method for businesses, but also a crucial factor influencing sales of e-commerce. Based on a systematic reviewof literatures, this paper explores factors affecting the online impulse buying. Moreover, by using the S-O-R model, this paperdescribes the formation mechanism of the online impulse buying behavior. At Last, it points out issues worthy of future studies.For example, this paper suggests to take into consideration of sociocultural impact and to put more emphasis on empirical studies.
基金supported by the National Natural Science Foundation of China(71991464,71921001)Fundamental Research Funds for the Central Universities,General Program(WK2040000053)Key Program(YD2040002027)。
文摘Motivated by the business model called“community group buying”(CGB),which has emerged in China and some countries in Southeast Asia,such as Singapore and Indonesia,we develop algorithms that could help CGB platforms match consumers with stage-stations(the picking up center under the CGB mode).By altering the fundamental design of the existing hierarchy algorithms,improvements are achieved.It is proven that our method has a faster running speed and greater space efficiency.Our algorithms avoid traversal and compress the time complexities of matching a consumer with a stage-station and updating the storage information to O(logM)and O(MlogG),where M is the number of stage-stations and G is that of the platform’s stock-keeping units.Simulation comparisons of our algorithms with the current methods of CGB platforms show that our approaches can effectively reduce delivery costs.An interesting observation of the simula-tions is worthy of note:Increasing G may incur higher costs since it makes inventories more dispersed and delivery prob-lems more complicated.
基金supported by the National Natural Science Foundation of China(Grant Nos.72272136 and 72172024)Humanities and Social Science Project from the Ministry of Education of China(20YJA630061).
文摘Crises in the past have caused devastating,long-lasting impacts on the global economy.The after-effects always bring some dynamic and rigorous challenges for businesses and governments.Such challenges have always been a point of discussion for scholars.The recent COVID-19 pandemic emaciated the global economy,leaving everyone mired in uncertainty,fear,and psychological impairments.One of the headwind features utilized by consumers during pandemic was panic buying(PB),which must be explored in various contexts for policymakers and practitioners.To address this gap,this study deployed a moderated mediation mechanism,integrating the health belief model(HBM)and competitive arousal theory(CAT)to excavate the notions underlying PB with the intrusion of evolved real-time psychological disorders:intolerance of uncertainty(IU)and cyberchondria(CYC).The study was conducted as a natural experiment in a South Asian developing economy using online surveys.It found that health beliefs—perceived severity(PSV)and perceived susceptibility(PSC)—positively impact perceived arousal(PA),which causes PB,and that PA has a sturdy mediator role.Moreover,in the relationship between health beliefs and arousal,the different psychological disorders were found to have significant moderating roles The study findings can help mitigate risk uncertainties and panic situations and thus contribute to consumers’wellbeing.
文摘Compulsive buying (CB) is a proposed disorder of dysregulated buying behaviour that is associated with high rates of Axis I comorbidity, particularly depression and anxiety. It has been proposed that purchasing behaviours may serve as a maladaptive means of alleviating negative affect in vulnerable individuals. The aim of the current study was to experimentally manipulate affect to test this mood repair hypothesis. Compulsive buyers (n = 26) and pathological gamblers (n = 23) diagnosed using structured clinical interviews (SCID) and healthy controls (n = 24) were randomly assigned to either a negative or positive mood-induction procedure (MIP) and participated in an experimental buying task. Results revealed that, irrespective of mood induction condition, compulsive buyers reported a greater urge to acquire items, purchased more items, and spent a greater total amount of money during the buying task when compared to the healthy control group. Compulsive buyers were also faster than pathological gamblers in making decisions to purchase, even after controlling for motor impulsivity (BIS). There was, however, no main effect of mood-induction condition or group by condition interaction. Limitations and future directions are discussed.
文摘It is important to study the relationship between marketing factors and purchase decisions of middle-class consumers in Nanning housing market.This study will investigate the factors influencing people decision to purchase houses in Nanning City.The extrinsic housing attributes at this study consist of environmental attributes and location attributes.I have a limited understanding of the purchase behavior of Nanning home buyers in Nanning City.This study adopts the data collection methods of e-mail and field survey.Based on 509 questionnaires,the data were analyzed using descriptive statistics analysis and logistic regression.The results show that location attributes,such as school districts,positively influence housing purchase decisions in Nanning City.This study contributes to an improved understanding of home buyers’decision making in Nanning City.The beneficiaries of this study include home buyers and marketers and academic institutions.To better meet home buyers’needs and achieve a competitive advantage,marketers can use the research outcomes to focus more on those housing purchase factors that significantly influence house buyers’purchase decision making.
文摘<strong>Introduction:</strong> Malaria control becomes effective if countries adopt the World Health Organization & Global Malaria Programme (WHO/GMP) recommendation with includes diagnosis of malaria cases and treatment with effective medicines, distribution of insecticide-treated nets (ITNs) and indoor residual spraying (IRS). Ownership and utilization of mosquito nets for malaria prevention is still sub-optimal with only 62% ownership of at least one mosquito net and only 37% of children using the nets. This seeks to investigate the willingness to buy and the use ITN use among caregivers of under five children attending immunization clinic in Bingham University Teaching Hospital. <strong>Methodology:</strong> A descriptive cross sectional study design carried out among 242 caregivers of all ages and sex of under-five children attending immunization clinic at Bingham University Teaching Hospital (BHUTH) in Jos North Local Government Area of Plateau State, Nigeria. A Simple Random Sampling technique was used to select respondents. <strong>Findings:</strong> Two hundred and sixteen 216 (89.3%) of the children use ITNs, majority of the children 190 (78.5%) slept under ITN the night before the interview, 226 (93.4%) owned ITNs, 156 (64.5%) got the ITNs for free while 60 (24.8%) paid for it and majority 172 (71.1%) of the children use ITN every night. Tertiary education, having much younger children (less than 3 years) and perception as a means of malaria prevention were associated with higher use of ITNs. Majority 220 (90.9%) the caregivers were willing to buy ITN and also recommend ITN to others. Caregivers who were traders and civil servants were willing to buy ITN than farmers, tertiary education, having children 1 - 3 months old, and owning 3 or more ITNs was associated with willingness to buy ITNs. <strong>Conclusion: </strong>About 90% of the children of caregivers use ITNs and over three quarters slept under ITN the night before the interview and majority use it every night. Majority the caregivers were willing to buy ITN and also recommend ITN to others. The government and health care workers should continue to encourage and enlighten caregivers to keep using ITNs for their children and sustain mass free distribution of ITNs to improve ownership and utilization of ITNs.
