Taxonomy of Consumer Behavioral Responses During Outbreak of COVID- 19 Pandemic : Meta-synthesis Method

Document Type : Original Article

Authors

1 Ph.D. Student, in Business Administration, Marketing Management, Department of Management and Economics, Science and Research branch, Islamic Azad University (IAU), Tehran, Iran

2 Associate Prof., Department of Business Management, Science and Research branch

3 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

4 Islamic Azad University

Abstract

Objective: The outbreak of COVID-19 (Coronavirus ) in 2020 had significant effects on the economies and health of countries. The purpose of this study is systematically investigate consumer behavioral responses during the outbreak of COVID- 19 pandemic and present a model with using meta-synthesis methods.
Methodology: By using the meta-synthesis method, the dimensions of consumer behavioral responses were identified during the Covid 19 pandemic. To explanation of meta - synthesis methodology, seven step-by-step methods of Sandlowski and Barroso (2007) have been used. The study population is 986 scientific articles that published in credible journals from 2019 to 2021. Finally, 25 articles were scrutinized , then codes and concepts were extracted.
Finding: After analyzing the articles, the codes were extracted based on similarity and frequency replication then were categorized in three concepts of reaction, coping and adapting and 36 codes were extracted. Finally, the results of analyze were presented in the conceptual model.
Conclusion: By combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19 pandemic. Factors such as quarantine, social distance, and use of technology and social media will lead to the formation of new habits and leave old consumer’s habits.

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History

  • Receive Date: 18 September 2021
  • Revise Date: 04 November 2021
  • Accept Date: 04 November 2021

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