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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/150374

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題名:	Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers
作者:	李嘉綺 Lee, Chia-Chi;Sawang, Sukanlaya;Chou, Cindy Yunhsin;Vighnesh, Nanjangud Vishwanath;Chandrashekar, Deepak
貢獻者:	企博學二
關鍵詞:	Consumer perceived risk;Emotional wellbeing;Market segmentation;Covid-19;Post-purchase behaviour;Safety
日期:	2023-11
上傳時間:	2024-03-05 16:16:14 (UTC+8)
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.
關聯:	Journal of Retailing and Consumer Services, Vol.75, 103482
資料類型:	article
DOI 連結:	https://doi.org/10.1016/j.jretconser.2023.103482
DOI:	10.1016/j.jretconser.2023.103482
顯示於類別:	[企業管理學系] 期刊論文

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