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  • Exploring consumer resilience during COVID-19 [Elektronski vir] : demographics, consumer optimism, innovativeness and online buying
    Kursan Milaković, Ivana
    This study investigates the predictors and outcome of consumer resilience given the Covid-19 pandemic and retail context. Predictors are represented by demographic characteristics and underexplored ... protective factors of consumer optimism and innovativeness, while the outcome variable includes online buying. Empirical research was conducted on the convenience sample of 400 Croatian consumers. Research results show that, given demographic characteristics, gender plays an important role in consumer resilience. In terms of the individual protective factors, both consumer optimism and innovativeness positively influence consumer resilience. In addition, consumer resilience negatively impacts online buying. Findings also have practical implications for companies’ marketing strategies.
    Vir: Economic and business review [Elektronski vir]. - ISSN 2335-4216 (Vol. 23, iss. 4, article 4, Dec. 2021, str. 260-272)
    Vrsta gradiva - e-članek
    Leto - 2021
    Jezik - angleški
    COBISS.SI-ID - 91649539

    Povezava(-e):

    https://www.ebrjournal.net/home/vol23/iss4/4/
    DOI

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