Abstract

Researchers have investigated the impact of various factors on customers’ online shopping behaviors. What is not yet clear is the influence of customers’ pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers’ pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers’ pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers’ online shopping manners.

摘要

研究人员调查了各种因素对客户网上购物行为的影响。目前尚不清楚的是客户的流行担忧对其购买意向和购买行为的影响。本研究基于对土耳其 520 名在线客户的调查，旨在调查与大流行相关的客户购买意愿问题。我们分析了它在客户细分中的作用。我们通过引入影响客户的流行病担忧来扩展计划行为理论。用偏最小二乘法检验假设，结果表明客户对流行病的担忧对其购买意向产生了影响。我们还通过使用从假设检验中获得的心理变量发现了三个客户群。与大流行相关的担忧被揭示是客户细分的决定因素。我们提供了一个激动人心的机会，以提高我们对客户细分和客户在线购物方式的了解。