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2022 | 66 | 2 | 73-89
Tytuł artykułu

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

Treść / Zawartość
Warianty tytułu
PL
Trendy zachowań konsumentów wywołane i przyspieszone przez COVID-19, skutkujące adaptacją oferty marketingowej centrów handlowych – podejście integracyjne
Języki publikacji
Abstrakty
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.
Rocznik
Tom
66
Numer
2
Strony
73-89
Opis fizyczny
Daty
wydano
2022
Twórcy
  • Wroclaw University of Economics and Business
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Biblioteka Nauki
2083981
Identyfikator YADDA
bwmeta1.element.ojs-doi-10_15611_pn_2022_2_06
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