[논문]Global Changing of Consumer Behavior to Retail Distribution due to Pandemic of COVID-19: A Systematic Review

TIMOTIUS, Elkana; OCTAVIUS, Gilbert Sterling

doi:10.15722/jds.19.11.202111.69

Global Changing of Consumer Behavior to Retail Distribution due to Pandemic of COVID-19: A Systematic Review 원문보기

유통과학연구 = Journal of distribution science, v.19 no.11, 2021년, pp.69 - 80

TIMOTIUS, Elkana (Department of Industrial Engineering, Faculty of Engineering and Computer Science, Universitas Kristen Krida Wacana) , OCTAVIUS, Gilbert Sterling (Executive Education Center, Universitas Pelita Harapan)

Abstract ▼ AI-Helper

Purpose: Consumers have unique behaviors that are classified based on their interests and considerations before buying. They are predicted will change due to the pandemic of COVID-19. This study provides insights for retailers about the dynamic of consumer behavior before and during the pandemic, including future predictions. Research design, data and methodology: The Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) statement was applied in this study. Seven studies that were selected from five databases meet the criteria for cohort and cross-sectional analyses of gender, age, store types, and environmental concerns. Results: Consumer's gender and age contribute to consumer behavior change. Both offline and online stores can be integrated as omnichannel rather than substitute each other. Product distribution and consumer budget need to be reevaluated by retailers, while internet security is the most essential factor when developing their online transactions. Conclusions: COVID-19 pandemic has a significant impact on changing consumer behavior in most countries. Retailers are encouraged to adapt to the changes by modifying their business model with technology. However, it is still speculated and cannot be generalized due to different cultural and contextual factors. Future studies are always needed to synchronize along with the transition of consumers' behavior.

주제어

표/그림 (4)

표 Table 1: Keywords Used in Each Database
그림 Figure 1: PRISMA Flowchart of Study Selection
표 Table 2: Summary of Baseline Characteristics and Outcomes of Included Studies
표 Table 3: Retail Consumer Behavior during the Pandemic in Several Countries

AI 본문요약
AI-Helper

대상 데이터

In the identification stage, this study obtained a total of 16,555 papers that have related keywords from five databases. Having checked the title and abstract, there are 2,031 eligible papers. However, 1,002 papers were listed in more than one database so only 1,029 papers were valid.

이론/모형

The Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) statement was applied to conduct the systematic review on retail consumer behavior. It includes cohort and cross-sectional analyses of variables such as gender, age, store types, and environmental concerns.

성능/효과

This foundation of consumer behavior results in males buying goods at higher prices since they do not compare to other products as females did during the buying process. Consequently, females tend to process slowly by surfing and comparing products before finalizing their purchase as leisure, with the additional advantage of finding lower prices. Considering this motive, a shopping environment such as background music, cleanliness, and comfortable facilities is critical when the retailer's primary consumers are females.
Considering this motive, a shopping environment such as background music, cleanliness, and comfortable facilities is critical when the retailer's primary consumers are females
Consumer behavior changes dynamically along with technological developments, shifting needs, and consumer spending patterns. This was shown when customers have to stay at home during the pandemic, they become accustomed to using technology by shopping online.
Gender differences arise because of biological that impact how consumers behave in buying a product. While males are utilitarian-motivated, less critical in buying products, and view shopping as a task, females view shopping as a relaxing and adventurous activity.
Generation Y's consumptive behavior may result from higher technology fluency than older generations and further push retailers to get their presence online
In summary, to get consumers' interest, retailers must consider combining offline and online stores, with social media presence being ever more critical to introduce brands, build trust, and gather attention to their products
Considering this motive, a shopping environment such as background music, cleanliness, and comfortable facilities is critical when the retailer's primary consumers are females. Moreover, due to their behavioral window-shopping, females are more likely to buy goods that are not in their primary intention to buy and results in a higher frequency of shopping. The intention to repurchase is higher in females who have trust propensity to a product when compared to males; this can be linked to females' previous more intensive search for information on a product before buying that made them perceived what they bought was the most suitable product, and therefore tend to have greater brand loyalty.
While online retails are convenient for one-click- away accessibility and competitive price, they are prone to fraud, delivery errors, and privacy issues. On the other hand, Brick-and-mortar stores are advantageous, particularly in showing the authentic product in front of the consumers, gaining trust quickly from consumers, but prone to difficulty in reaching consumers, since they need to get consumers to come physically to make a purchase. Nowadays, consumers are more sophisticated; they put many considerations before buying a product, especially when they are of high value.
In summary, to get consumers' interest, retailers must consider combining offline and online stores, with social media presence being ever more critical to introduce brands, build trust, and gather attention to their products. Retailers are advised to increase utilization of goods and services via digital channels without ignoring data security and privacy which still more important than convenience. The Theory of Planned Behavior can be implemented in marketing strategies for sustainable products while also paying attention to consumers' cost-saving considerations and sustainable products.
Panic buying and stockpiling can be observed in many countries after the declaration of the global pandemic. Several sectors experienced an increase in demands, such as food supply, medicines, and drugstore products. Meanwhile, products of tertiary needs demands are decreasing.
The Theory of Planned Behavior can be implemented in marketing strategies for sustainable products while also paying attention to consumers' cost-saving considerations and sustainable products.
The current situation of the COVID-19 pandemic drastically changes consumers' behavior in a way nobody has predicted
The intention to repurchase is higher in females who have trust propensity to a product when compared to males; this can be linked to females' previous more intensive search for information on a product before buying that made them perceived what they bought was the most suitable product, and therefore tend to have greater brand loyalty.
The raised expectations for increased in store safety must be considered in offline stores to satisfy consumers' demands, such as cleanliness, temperature checking, and limiting the number of visitors at a time.
While males are utilitarian-motivated, less critical in buying products, and view shopping as a task, females view shopping as a relaxing and adventurous activity. Therefore, females are more impulsive, flexible, and emotionally driven. This foundation of consumer behavior results in males buying goods at higher prices since they do not compare to other products as females did during the buying process.
Therefore, females are more impulsive, flexible, and emotionally driven. This foundation of consumer behavior results in males buying goods at higher prices since they do not compare to other products as females did during the buying process. Consequently, females tend to process slowly by surfing and comparing products before finalizing their purchase as leisure, with the additional advantage of finding lower prices.
Gender differences arise because of biological that impact how consumers behave in buying a product. While males are utilitarian-motivated, less critical in buying products, and view shopping as a task, females view shopping as a relaxing and adventurous activity. Therefore, females are more impulsive, flexible, and emotionally driven.

후속연구

This systematic review may provide new scope for retailers and marketers in understanding the various and dynamic ways of consumer behavior, including the pattern of retail distribution. However, consumer behavior in a retail store cannot be generalized due to different cultural and contextual factors.

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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