Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior?
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/23468 |
Resumo: | Purpose: Our work assessed patterns of intra and inter-regional e-commerce behavior ex-ante and during the COVID-19 pandemic. Design/methodology/approach: The research was conducted under a quantitative approach, using a non-experimental longitudinal design focusing on the evolution of groups. Initially, relevant variables were selected from the Passport Euromonitor International Lifestyle survey database for the 2019–2021 period, in a sample of forty countries, for which a cluster analysis and the subsequent parametric and non-parametric tests of comparison between groups were performed, considering socioeconomic, demographic, cultural and e-commerce related variables. Findings: The patterns of digital consumer behavior in the countries under analysis showed changes during the pandemic, moving from characteristics of greater heterogeneity before COVID-19 to a more homogeneous scenario among consumers in different countries. Theoretical and methodological implications: This work delve into digital consumer patterns during the COVID-19 pandemic. Additionally, the methodological contribution of the research highlights the use of data clustering techniques for behavioural segmentation, being a replicable example for other researchers. Originality/value: There is a new term proposed to specific characteristics of the e-commerce consumer where socioeconomic, demographic, and cultural variables are added as a complement to the characterization of the Level of Sophistication by the Digital Consumer. |
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oai:ojs.periodicos.uninove.br:article/23468 |
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REMark - Revista Brasileira de Marketing |
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Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? Market situation informationE-commercePandemicsPurpose: Our work assessed patterns of intra and inter-regional e-commerce behavior ex-ante and during the COVID-19 pandemic. Design/methodology/approach: The research was conducted under a quantitative approach, using a non-experimental longitudinal design focusing on the evolution of groups. Initially, relevant variables were selected from the Passport Euromonitor International Lifestyle survey database for the 2019–2021 period, in a sample of forty countries, for which a cluster analysis and the subsequent parametric and non-parametric tests of comparison between groups were performed, considering socioeconomic, demographic, cultural and e-commerce related variables. Findings: The patterns of digital consumer behavior in the countries under analysis showed changes during the pandemic, moving from characteristics of greater heterogeneity before COVID-19 to a more homogeneous scenario among consumers in different countries. Theoretical and methodological implications: This work delve into digital consumer patterns during the COVID-19 pandemic. Additionally, the methodological contribution of the research highlights the use of data clustering techniques for behavioural segmentation, being a replicable example for other researchers. Originality/value: There is a new term proposed to specific characteristics of the e-commerce consumer where socioeconomic, demographic, and cultural variables are added as a complement to the characterization of the Level of Sophistication by the Digital Consumer.Universidade Nove de Julho - Uninove2023-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2346810.5585/remark.v22i4.23468ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1614-16442177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/23468/10540Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessBarrantes-Aguilar, Luz ElenaSolís-Rivera, Luis RicardoVillalobos, Alexis2023-12-29T19:42:22Zoai:ojs.periodicos.uninove.br:article/23468Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-12-29T19:42:22REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
title |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
spellingShingle |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? Barrantes-Aguilar, Luz Elena Market situation information E-commerce Pandemics |
title_short |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
title_full |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
title_fullStr |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
title_full_unstemmed |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
title_sort |
Global consumers before and during the COVID-19 pandemic: What aspects characterize digital consumer behavior? |
author |
Barrantes-Aguilar, Luz Elena |
author_facet |
Barrantes-Aguilar, Luz Elena Solís-Rivera, Luis Ricardo Villalobos, Alexis |
author_role |
author |
author2 |
Solís-Rivera, Luis Ricardo Villalobos, Alexis |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Barrantes-Aguilar, Luz Elena Solís-Rivera, Luis Ricardo Villalobos, Alexis |
dc.subject.por.fl_str_mv |
Market situation information E-commerce Pandemics |
topic |
Market situation information E-commerce Pandemics |
description |
Purpose: Our work assessed patterns of intra and inter-regional e-commerce behavior ex-ante and during the COVID-19 pandemic. Design/methodology/approach: The research was conducted under a quantitative approach, using a non-experimental longitudinal design focusing on the evolution of groups. Initially, relevant variables were selected from the Passport Euromonitor International Lifestyle survey database for the 2019–2021 period, in a sample of forty countries, for which a cluster analysis and the subsequent parametric and non-parametric tests of comparison between groups were performed, considering socioeconomic, demographic, cultural and e-commerce related variables. Findings: The patterns of digital consumer behavior in the countries under analysis showed changes during the pandemic, moving from characteristics of greater heterogeneity before COVID-19 to a more homogeneous scenario among consumers in different countries. Theoretical and methodological implications: This work delve into digital consumer patterns during the COVID-19 pandemic. Additionally, the methodological contribution of the research highlights the use of data clustering techniques for behavioural segmentation, being a replicable example for other researchers. Originality/value: There is a new term proposed to specific characteristics of the e-commerce consumer where socioeconomic, demographic, and cultural variables are added as a complement to the characterization of the Level of Sophistication by the Digital Consumer. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-18 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/23468 10.5585/remark.v22i4.23468 |
url |
https://periodicos.uninove.br/remark/article/view/23468 |
identifier_str_mv |
10.5585/remark.v22i4.23468 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/23468/10540 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1614-1644 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138639735685120 |