Business Economics Department, Rey Juan Carlos University, 28933 Móstoles, Spain.
Int J Environ Res Public Health. 2022 Dec 11;19(24):16658. doi: 10.3390/ijerph192416658.
COVID-19 has generated an uncertain environment, which has motivated changes in consumers' behavior globally. However, previous studies have not clarified if these effects are equally strong throughout the population. In this research, we want to analyze if there are behavioral differences between long-COVID consumers and others. For this purpose, we analyzed a sample of 522 consumers divided into three groups depending on their type of exposure to the disease: those with long COVID; ones that had recovered from COVID-19; and those that had never had COVID-19. The results show that the effect that COVID-19 has on purchase behavior differs depending on the type of exposure to the disease. In fact, those with long COVID experienced more pleasure when purchasing than other people, but they needed higher trust levels in the enterprises to purchase from them, since that reduces their perception of uncertainty. Furthermore, for long-COVID individuals, an organization's legitimacy level is even more important than for other consumer groups with less contact with the disease.
COVID-19 带来了不确定的环境，这促使全球消费者的行为发生了变化。然而，之前的研究并没有明确这些影响在整个人群中是否同样强烈。在这项研究中，我们想要分析长新冠消费者和其他人之间是否存在行为差异。为此，我们分析了一个由 522 名消费者组成的样本，这些消费者根据他们对疾病的暴露类型分为三组：患有长新冠的人；已从 COVID-19 中康复的人；从未感染过 COVID-19 的人。结果表明，COVID-19 对购买行为的影响因疾病暴露类型而异。事实上，患有长新冠的人在购买时比其他人更快乐，但他们需要更高的企业信任水平才能从他们那里购买，因为这降低了他们对不确定性的感知。此外，对于长新冠患者来说，组织的合法性水平甚至比其他与疾病接触较少的消费者群体更为重要。
