Title: The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective
Authors: Eger, Ludvík
Komárková, Lenka
Egerová, Dana
Mičík, Michal
Citation: EGER, L., KOMÁRKOVÁ, L., EGEROVÁ, D., MIČÍK, M. The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 2021, roč. 61, č. JUL 2021, s. 1-11. ISSN 0969-6989.
Issue Date: 2021
Publisher: Elsevier
Document type: článek
URI: 2-s2.0-85102630781
ISSN: 0969-6989
Keywords in different language: Consumer behaviour;Generational perspective;COVID-19 pandemic;Theory of fear
Abstract in different language: The purpose of this research is to contribute to an understanding of the trends and impacts of the COVID-19 pandemic on consumer buying behaviour. The results document changes in consumer behaviour patterns that came to dominate at the start of the second wave of the COVID-19 pandemic in the context of the Czech Republic. The questionnaire survey using an online panel in a selected country was conducted to identify how consumers from the Baby Boomers, X and Y generations changed their shopping behaviour and which needs they gave preference to during the pandemic crisis in relation to their fears. Using a multiple regression analysis, we demonstrated that fear appeal (fears for health and economic fears) are associated with the changes in customer behaviour and influence traditional and online shopping related to COVID-19. The findings demonstrate significant differences as well as similarities in consumer behaviour between generations. Through empirical investigation, this research supports and expands generation cohort theory in relation to changes in consumer behaviour during the Covid-19 pandemic from a Central European perspective, and provides useful information for researchers and practitioners, particularly for retailers and marketers, to implement appropriate strategies.
Rights: Plný text není přístupný.
© Elsevier
Appears in Collections:Články / Articles (KPM)
Články / Articles (KMO)

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