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Consumers and Businesses Response to the COVID-19 Pandemic: is it about the Digital Shift?статья
- Авторы: Berezka Svetlana, Sheresheva Marina, Rebiazina Vera
- Сборник: Conference book. Annual GSOM Emerging Markets Conference 2020
- Год издания: 2020
- Место издания: St. Petersburg State University Graduate School of Management St. Petersburg, Russia GSOM St.Petersburg
- Первая страница: 211
- Последняя страница: 216
- Аннотация: Purpose: This research focuses on the changes in consumer behavior including special requests and needs businesses should now take into account due to the new reality causedby the COVID-19 pandemic. It has led to the unprecedented and not yet fully investigated consequences for society and businesses during the world lockdown in spring 2020. Studydesign: The empirical research is based on the online survey of 445 consumers from theRussian market. As a result of confirmatory factor analysis (CFA) five factors areidentified concerning consumer behavior during the COVID-19 pandemic. Three clusters of consumers were identified based on these five factors. Findings: The study reveals theincrease in personal anxiety associated with the pandemic for two clusters of the consumers, and the challenge for some consumers to adjust their behavior with the lack of services. Originality/value: The paper contributes to studies on customer behavior during the COVID-19 pandemic and may be used as a base for future research and as a basis for businesses to change their marketing strategy.
- Добавил в систему: Березка Светлана Михайловна