Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective
Journal of Retailing and Consumer Services
; 64:102811, 2022.
Article
in English
| ScienceDirect | ID: covidwho-1472073
ABSTRACT
Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers' positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful to profile shoppers’ coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping).
Full text:
Available
Collection:
Databases of international organizations
Database:
ScienceDirect
Language:
English
Journal:
Journal of Retailing and Consumer Services
Year:
2022
Document Type:
Article
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