Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers

Sukanlaya Sawang, Chia Chi Lee, Cindy Yunhsin Chou*, Nanjangud Vishwanath Vighnesh, Deepak Chandrashekar

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

9 引文 斯高帕斯(Scopus)

摘要

The COVID-19 pandemic has altered consumer behaviour, leading to varying levels of perceived risk for different products and services. Companies must reassess their market segmentation strategies and adapt them to take effective countermeasures to improve employee performance and achieve the desired results. Research on post-pandemic segmentation is lacking. Thus, this study aims to create consumer archetypes based on perceived risk and examine how they affect behaviour and emotions post-pandemic. Based on 1,140 survey responses from Taiwanese consumers, consumer segments are classified into three archetypes: Moderate, Aggressive, and Hesitant. The Hesitant group mainly comprised senior women who faced high physical and psychological risks. In contrast, the moderate archetype group had the lowest levels of perceived risk but showed less interest in shopping activities and personal hygiene than the other two groups. Aggressive shoppers prioritise quality and convenience, with fluctuating emotions during shopping, despite moderate concerns about the virus.

原文英語
文章編號103482
期刊Journal of Retailing and Consumer Services
75
DOIs
出版狀態已發佈 - 2023 11月

ASJC Scopus subject areas

  • 行銷

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