Exploring Consumer Resilience during COVID-19: Demographics, Consumer Optimism, Innovativeness and Online Buying (CROSBI ID 303267)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Kursan Milaković, Ivana
engleski
Exploring Consumer Resilience during COVID-19: Demographics, Consumer Optimism, Innovativeness and Online Buying
This study investigates the predictors and outcome of consumer resilience given the Covid-19 pandemic and retail context. Predictors are represented by demographic characteristics and underexplored protective factors of consumer optimism and innovativeness, while the outcome variable includes online buying. Empirical research was conducted on the convenience sample of 400 Croatian consumers. Research results show that, given demographic characteristics, gender plays an important role in consumer resilience. In terms of the individual protective factors, both consumer optimism and innovativeness positively influence consumer resilience. In addition, consumer resilience negatively impacts online buying. Findings also have practical implications for companies’ marketing strategies.
consumer resilience ; optimism ; innovativeness ; demographics ; online buying ; COVID-19
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Podaci o izdanju
23 (4)
2021.
260-272
objavljeno
1580-0466
2335-4216
10.15458/2335-4216.1291