Autoři z FM VŠE publikovali článek v prestižním časopise Journal of Retailing and Consumer Services

Autoři Ludvík Eger (za FEK ZČU), Lenka Komárková (za Fakultu managementu Vysoké školy ekonomické v Praze), Dana Egerová a Michal Mičík (za FEK ZČU) publikovali článek s názvem The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective v prestižním časopise Journal of Retailing and Consumer Services. Jedná se o časopis z druhého kvartilu v oboru FORD 5.2 Economics and Business (IF 2020: 7,135 AIS: 2020 1,049). Článek je dostupný na https://dx.doi.org/10.1016/j.jretconser.2021.102542.

Abstrakt článku: The purpose of this research is to contribute to an understanding of the trends and impacts of the COVID-19 pandemic on consumer buying behaviour. The results document changes in consumer behaviour patterns that came to dominate at the start of the second wave of the COVID-19 pandemic in the context of the Czech Republic. The questionnaire survey using an online panel in a selected country was conducted to identify how consumers from the Baby Boomers, X and Y generations changed their shopping behaviour and which needs they gave preference to during the pandemic crisis in relation to their fears. Using a multiple regression analysis, we demonstrated that fear appeal (fears for health and economic fears) are associated with the changes in customer behaviour and influence traditional and online shopping related to COVID-19. The findings demonstrate significant differences as well as similarities in consumer behaviour between generations. Through empirical investigation, this research supports and expands generation cohort theory in relation to changes in consumer behaviour during the Covid-19 pandemic from a Central European perspective, and provides useful information for researchers and practitioners, particularly for retailers and marketers, to implement appropriate strategies.

Klíčová slova: Consumer behaviourGenerational perspectiveCOVID-19 pandemicTheory of fear