COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic
COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic
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DOI：
10.1080/08961530.2020.1771646
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发表时间：
2020-05-27
影响因子：
3.3
通讯作者：
Buff, Cheryl
中科院分区：
文献类型：
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作者：
Zwanka, Russell J.;Buff, Cheryl
本文回顾了 2020 年 COVID-19 大流行对全球消费者特征、购买模式、全球互联性和心理行为以及其他营销活动的潜在影响。本文避开按出生阶段（婴儿潮一代、千禧一代、百年一代等）对世代群体进行品牌化，重点关注重大历史里程碑（肯尼迪遇刺、越南战争、伊朗人质危机、恐怖主义、2008 年全球经济萎缩），以及这些里程碑如何对未来行为产生更大的影响，而不是简单地出生在某个年份段并以这种方式标记整个群体。本文的意义在于向营销人员建议我们可以从 2020 年的 COVID-19 大流行中看到的长期行为转变，以及由此产生的消费者行为转变。
This paper reviews the potential impact of the COVID-19 pandemic of 2020 on global consumer traits, buying patterns, global interconnectedness and psychographic behavior, and other marketing activities. Eschewing the branding of generational cohorts by their birth segments (Baby Boomers, Millennials, Centennials, etc.), this paper focuses upon major historical milestones (JFK assassination, Vietnam War, Iran Hostage Crisis, Terrorism, 2008 worldwide economic contraction) and how those milestones had more effects upon future behavior than simply being born during a certain segment of years and labeling entire cohorts in that manner. The implications of this paper are to suggest to marketers the long-term behavioral shifts we could see from the COVID-19 pandemic of 2020, and the resulting shifts in consumer behavior.