Understanding post-pandemic market segmentation through perceived risk,behavioural intention,and emotional wellbeing of consumers |
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| Affiliation: | 1. Edinburg Napier University, Edinburg Napier Business School, Edinburgh, EH11 4BN, Scotland, United Kingdom;2. Queensland University of Technology, QUT Business School, Brisbane, Australia;3. National Chengchi University, Department of Business Administration, Taipei City, 116, Taiwan;4. National Taiwan Normal University, College of Management, Taipei City, 106, Taiwan;5. Indian Institute of Management, Bangalore, 560076, India;1. Department of Business Administration, Myongji University, Seoul, South Korea;2. College of Business Administration, Inha University, Incheon, South Korea;3. College of Business Administration, Inha University, Incheon, South Korea;1. Korea University Business School, 145, Anam-Ro, Seongbuk-Gu, Seoul, 02841, South Korea;2. Bryant University, 1150 Douglas Pike, Smithfield, RI, 02917, USA;3. Jeju National University, 102 Jejudaehak-ro, Jeju-si, Jeju-do, 63243, South Korea;4. Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Department of Human Studies, LUMSA University of Rome, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Management and Quantitative Studies, University of Naples Parthenope, Via Generale Parisi, 13, 80132, Naples, Italy;3. Department of Communication and Social Research (CORIS), Sapienza, University of Rome, Via Salaria 113, 00198, Rome, Italy |
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| Abstract: | The COVID-19 pandemic has altered consumer behaviour, leading to varying levels of perceived risk for different products and services. Companies must reassess their market segmentation strategies and adapt them to take effective countermeasures to improve employee performance and achieve the desired results. Research on post-pandemic segmentation is lacking. Thus, this study aims to create consumer archetypes based on perceived risk and examine how they affect behaviour and emotions post-pandemic. Based on 1,140 survey responses from Taiwanese consumers, consumer segments are classified into three archetypes: Moderate, Aggressive, and Hesitant. The Hesitant group mainly comprised senior women who faced high physical and psychological risks. In contrast, the moderate archetype group had the lowest levels of perceived risk but showed less interest in shopping activities and personal hygiene than the other two groups. Aggressive shoppers prioritise quality and convenience, with fluctuating emotions during shopping, despite moderate concerns about the virus. |
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| Keywords: | Consumer perceived risk Emotional wellbeing Market segmentation Covid-19 Post-purchase behaviour Safety |
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