Is Purchase Behavior Different for Consumers with Long COVID?

Alicia Blanco-Gonzalez, Gabriel Cachón-Rodríguez, Cristina Del-Castillo-Feito and Ana Cruz-Suarez ()
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Alicia Blanco-Gonzalez: Business Economics Department, Rey Juan Carlos University, 28933 Móstoles, Spain
Gabriel Cachón-Rodríguez: Business Economics Department, Rey Juan Carlos University, 28933 Móstoles, Spain
Cristina Del-Castillo-Feito: Business Economics Department, Rey Juan Carlos University, 28933 Móstoles, Spain
Ana Cruz-Suarez: Business Economics Department, Rey Juan Carlos University, 28933 Móstoles, Spain

IJERPH, 2022, vol. 19, issue 24, 1-12

Abstract: COVID-19 has generated an uncertain environment, which has motivated changes in consumers’ behavior globally. However, previous studies have not clarified if these effects are equally strong throughout the population. In this research, we want to analyze if there are behavioral differences between long-COVID consumers and others. For this purpose, we analyzed a sample of 522 consumers divided into three groups depending on their type of exposure to the disease: those with long COVID; ones that had recovered from COVID-19; and those that had never had COVID-19. The results show that the effect that COVID-19 has on purchase behavior differs depending on the type of exposure to the disease. In fact, those with long COVID experienced more pleasure when purchasing than other people, but they needed higher trust levels in the enterprises to purchase from them, since that reduces their perception of uncertainty. Furthermore, for long-COVID individuals, an organization’s legitimacy level is even more important than for other consumer groups with less contact with the disease.

Keywords: COVID-19; long COVID; purchase behavior; legitimacy; uncertainty (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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