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

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  • Sit, Kokho Jason
  • Ballantyne, Erica E.F.
  • Gorst, Jonathan

Abstract

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).

Suggested Citation

  • Sit, Kokho Jason & Ballantyne, Erica E.F. & Gorst, Jonathan, 2022. "Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003775
    DOI: 10.1016/j.jretconser.2021.102811
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    2. Sawang, Sukanlaya & Lee, Chia-Chi & Chou, Cindy Yunhsin & Vighnesh, Nanjangud Vishwanath & Chandrashekar, Deepak, 2023. "Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Sigitas Urbonavicius & Karina Adomaviciute – Sakalauske, 2023. "Learning from Pandemic Periods: Elements of the Theory of Behavioral Transformation," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 251-266.

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