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Croatian Purchase Experience During Covid-19: The Role of Company's Media Presence for Consumer Vulnerability, Resilience and Buying Behaviour

Ivana Kursan Milakovic
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Ivana Kursan Milakovic: University of Split

from University of Primorska Press

Abstract: This study examines the influence of company's media presence on consumer vulnerability and resilience during Covid-19, as well as the effects of vulnerability and resilience on new online buying behaviour patterns (e.g. forced online buying and learning a new buying skill). These aspects are determined to be underexplored in the existing consumer literature. The sample encompassed 405 Croatian consumers, whereas data was analysed using the regression analyses. Findings indicate that company's media presence significantly impacts consumer resilience, unlike the consumer vulnerability. Furthermore, the results show that the pandemic ''forced'' vulnerable consumers to online buying, whereby such consumers think that the pandemic can be perceived as an opportunity for learning a new buying skill. Moreover, consumer resilience negatively impacts forced online buying, while resilient consumers do not perceive the pandemic as a way of learning about new buying means. Besides theoretical contributions, this study also provides several marketing implications.

Keywords: Covid-19; consumer vulnerability; consumer resilience; company's media presence; online buying behaviour (search for similar items in EconPapers)
Date: 2020
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