Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective

SIT, KJ, BALLANTYNE, EEF and GORST, Jonathan (2022). Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective. Journal of Retailing and Consumer Services, 64, p. 102811.

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    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).

    Item Type: Article
    Uncontrolled Keywords: 1503 Business and Management; 1505 Marketing; 1506 Tourism; Marketing
    Identification Number:
    Page Range: p. 102811
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 03 Nov 2021 10:17
    Last Modified: 03 Nov 2021 10:30

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