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

Jason Sit*, Erica E. F. Ballantyne, Jonathan Gorst

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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).
Original languageEnglish
Article number102811
Number of pages8
JournalJournal of Retailing and Consumer Services
Volume64
Early online date18 Oct 2021
DOIs
Publication statusPublished - 1 Jan 2022

Keywords

  • pandemic crisis
  • shopper behaviour
  • regulatory-focus theory
  • segmentation
  • retail strategy

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