Naslov
Exploring Consumer Resilience during COVID-19: Demographics, Consumer Optimism, Innovativeness and Online Buying

Autori
Kursan Milaković, Ivana

Izvornik
Economic and business review (1580-0466) 23 (2021), 4; 260-272

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
consumer resilience ; optimism ; innovativeness ; demographics ; online buying ; COVID-19

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA