Croatian purchase experience during COVID-19: The role of company’s media presence for consumer vulnerability, resilience and buying behaviour (CROSBI ID 704891)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Kursan Milaković, Ivana
engleski
Croatian purchase experience during COVID-19: The role of company’s media presence for consumer vulnerability, resilience and buying behaviour
This study examines the influence of company’s media presence on consumer vulnerability and resilience during Covid-19, as well as the effects of vulnerability and resilience on new online buying behaviour patterns (e.g. forced online buying and learning a new buying skill). These aspects are determined to be underexplored in the existing consumer literature. The sample encompassed 405 Croatian consumers, whereas data was analysed using the regression analyses. Findings indicate that company’s media presence significantly impacts consumer resilience, unlike the consumer vulnerability. Furthermore, the results show that the pandemic ‘’forced’’ vulnerable consumers to online buying, whereby such consumers think that the pandemic can be perceived as an opportunity for learning a new buying skill. Moreover, consumer resilience negatively impacts forced online buying, while resilient consumers do not perceive the pandemic as a way of learning about new buying means. Besides theoretical contributions, this study also provides several marketing implications.
COVID-19 ; consumer vulnerability ; consumer resilience ; company’s media presence ; online buying behaviour
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Podaci o prilogu
207-218.
2021.
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objavljeno
978-961-293-077-6
Podaci o matičnoj publikaciji
MIC 2020: The 20th Management International Conference
Vinkler, Jonatan
Koper: Univerza na Primorskem
2712-3766
Podaci o skupu
Nepoznat skup
predavanje
29.02.1904-29.02.2096