Consumer Behaviour Trends Caused and Accelerated by COVID-19 Triggering Shopping Centres’ Marketing Offer Adaptation – An Integrative Approach

• Authors: Maria Knecht-Tarczewska

Title variants

PL

Trendy zachowań konsumentów wywołane i przyspieszone przez COVID-19, skutkujące adaptacją oferty marketingowej centrów handlowych – podejście integracyjne

Abstracts

PL

Celem artykułu jest przegląd dotychczasowych badań dotyczących trendów zachowań konsumentów wywołanych i przyspieszonych przez COVID-19 oraz adaptacji oferty marketingowej centrów handlowych w celu przedstawienia propozycji zintegrowanego modelu ich relacji. Podjęto rozważania teoretyczne, opierając się na przeglądzie literatury oraz wynikach wybranych raportów rynkowych. Na podstawie tych wyników wyróżniono sześć trendów zachowań konsumentów, a zmiany oferty centrów handlowych podzielono na pięć wymiarów usługi. To integracyjne podejście zostało wykorzystane do opracowania hipotetycznego modelu relacji. Zarówno badacze, jak i praktycy mogą skorzystać z wyników tych badań. Artykuł stanowi syntezę rezultatów wcześniejszych analiz. Zaproponowano w nim zintegrowany, ramowy model odzwierciedlający hipotetyczny związek między badanymi zjawiskami

EN

This article aimed to review the previous research on consumer behaviour trends caused and accelerated by the COVID-19 pandemic and shopping centres' marketing offer adaptation, to propose an integrative model of their relation. Theoretical considerations were undertaken based on the literature review and the results of selected market reports. In these results, six trends in consumer behaviour were distinguished, and changes in the shopping centres' marketing offer were divided into five service dimensions. This integrative approach was used to develop a conceptual model of such relations. Both researchers and practitioners can benefit from these findings. This article synthesises the results of previous research creating an integrative, conceptual framework reflecting the hypothesised relation between the studied phenomena.

Keywords

EN

shopping centres; consumer behaviour; COVID-19

PL

centra handlowe; zachowania klientów; COVID-19

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Year: 2022
• Volume: 66
• Issue: 2
• Pages: 73-89

Dates

published

2022

Contributors

author

Maria Knecht-Tarczewska

• Wroclaw University of Economics and Business

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Identifiers

DOI

10.15611/pn.2022.2.06

Biblioteka Nauki

2083981