Obeidat Zaid, Obeidat Mohammad Ibrahim
School of Business University of Jordan Amman Jordan.
National Jordanian Society for Consumer Protection Amman Jordan.
J Consum Aff. 2022 Nov 2. doi: 10.1111/joca.12493.
This study presents a detailed typology of Jordanian consumers that identifies the effects of Covid-19 on their personal, social, and purchase and consumption patterns following the pandemic. Based on a qualitative approach using a sample of Jordanian consumers ( = 71), this study identifies three main types of consumers: the rational, suspicious, and cautious. All were distinguished by cognitive, emotional, and behavioral differences: the rational consumers viewed the pandemic as a natural occurrence, were willing to vaccinate, and took the opportunity to improve their lives and consumption behavior; the suspicious consumers viewed the pandemic as a man-made virus and refused to rationalize their behaviors and follow the social-distancing rules or vaccinate; and the cautious consumers were generally somewhere in between, and while they improved some aspects of their consumption, social, and personal lives, other aspects either remained the same or worsened. The findings have implications for managers and governmental bodies.
本研究提出了一种详细的约旦消费者类型学，该类型学确定了新冠疫情对约旦消费者在疫情后的个人、社会以及购买和消费模式的影响。基于对71名约旦消费者样本采用的定性研究方法，本研究确定了三种主要类型的消费者：理性型、怀疑型和谨慎型。所有这三种类型的消费者在认知、情感和行为方面均存在差异：理性消费者将疫情视为自然事件，愿意接种疫苗，并借此机会改善自己的生活和消费行为；怀疑型消费者将疫情视为一种人造病毒，拒绝为自己的行为辩解，不遵守社交距离规则或接种疫苗；谨慎型消费者总体上处于两者之间，虽然他们在消费、社交和个人生活的某些方面有所改善，但其他方面要么保持不变，要么恶化。这些研究结果对管理者和政府机构具有启示意义。
