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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 5-Mar-2024 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 https://doi.org/10.1016/j.jretconser.2023.103482
dc.contributor 企博學二
dc.creator (作者) 李嘉綺
dc.creator (作者) Lee, Chia-Chi;Sawang, Sukanlaya;Chou, Cindy Yunhsin;Vighnesh, Nanjangud Vishwanath;Chandrashekar, Deepak
dc.date (日期) 2023-11
dc.date.accessioned 5-Mar-2024 16:16:14 (UTC+8)-
dc.date.available 5-Mar-2024 16:16:14 (UTC+8)-
dc.date.issued (上傳時間) 5-Mar-2024 16:16:14 (UTC+8)-
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150374-
dc.description.abstract (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.
dc.format.extent 112 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) Journal of Retailing and Consumer Services, Vol.75, 103482
dc.subject (關鍵詞) Consumer perceived risk; Emotional wellbeing; Market segmentation; Covid-19; Post-purchase behaviour; Safety
dc.title (題名) Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1016/j.jretconser.2023.103482
dc.doi.uri (DOI) https://doi.org/10.1016/j.jretconser.2023.103482