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The impact of regional variation in economic conditions on consumer attitudes and behavior during the crisis

Murawska Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

223--248

EN

Purpose: The main purpose of the article is to assess the impact of regional variations in economic conditions on consumer attitudes and behavior during the crisis. The study was carried out using the example of Polish voivodeships. Design/methodology/approach: In order to implement the study goal formulated, an analysis of the indicators characterizing the economic and income situation of Polish voivodeships was conducted. The assessment of the crisis-related consumer attitudes and behaviors, including the regional variation thereof, was carried out based on a CATI survey of a randomly selected group of 1000 respondents in Poland, relative to 2023. The differentiation and disparity across voivodeships, with respect to the phenomena surveyed, was subjected to calculation. The surveyed objects were clustered using the Ward's method, to verify the impact of the economic differentiation and indicator levels on consumer attitudes and behavior during the crisis. Findings: Poland remains significantly regionally differentiated in terms of the economic level of voivodeships as well as household and consumer incomes. The crisis is clearly of no subsidy in reducing these disparities. Particularly substantial disparities are found between the poorest voivodships of eastern Poland and the richer ones of western Poland. The economic and income standing of the voivodeships is reflected in consumer attitudes and behavior. Concerns associated with the deterioration of the material position and income, often accompanied by reduced sense of security and stability of employment, are considerably more often expressed by residents of voivodeships characterized by inferior economic indicators and lower income. Research limitations/implications: The Implication behind the survey entailed the examination of whether the crisis has caused changes in the attitudes and behavior of Polish consumers, as well as whether their concerns and constraints have been influenced by the economic and income condition of the regions. Practical implications: The conclusions drawn in the study can serve as a useful tool for public and utility entity managers, enabling more effective application of remedial and intervention measures, relative to the residents of regions characterized by unfavorable economic conditions and crisis-related negative sentiment. Social implications: The article provides useful insights on the economic and income indicators, as well as the on impact of existing regional differences on consumer attitudes and behavior amid the crisis, which the voivodship managers as well as the central authorities in Poland should familiarize themselves with. Originality/value: The added value of the article lies in the evaluation of recent secondary and primary source data on the differences in the economic condition of the voivodeships in Poland, including the impact of these differences on consumer attitudes and behavior, relative to their work, financial situation and sense of security during the crisis.

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The Effect of Factors of E-marketing on Purchase Decision in MSME's snack product: a case study in PT. Saikho Indo Kreatif

Wiadi Iyus, Mudrika Siti, Suharjo Diyono, Azmy Ahmad, Deni Deni

Management

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2023

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Vol. 27, no. 1

157--183

EN

Due to the multiple advantages that it offers to both sellers and consumers, the digitalization of services is a process that is gaining popularity on a global scale. The aim of this research was to explore the impact of e-marketing elements related to SME products on sustainable customer behavior in the context of purchasing decisions. The expanded unified theory of acceptance and use of technology (UTAUT2) model and the technology acceptance model (TAM) were both used to research the elements that lead to long-term behavioral changes in favor of more sustainable consumer purchasing decisions. Sustainable consumer behaviors are those that are based on trust and continuation intention (CI). The case study is based on a SME company that creates modernized versions of traditional snacks and markets them online. Researchers surveyed 122 of their customers for the survey-based statistics. The findings reveal that, out of the six factors, only 4 factors that had significant impact on trust, which are Perceived of Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and the most significant is Hedonic Motives (HM). While, Quality Information (IQ) did not contribute to Trust. Trust (T) appears to have a substantial positive impact on the development of customer’s continuous purchase decision (CI). Age and education did not moderate the relationship between trust and CI. Small and medium-sized enterprise (SME) business owners should therefore focus on Perceived Risk related variables to build greater levels of trust and capture customers’ ongoing interest. This study contributes to a body of knowledge on the e-marketing of SME items, particularly snacks, by demonstrating how CI might cause long-term behavioral changes in favor of more sustainable customer purchase decisions.

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Identifying the factors affecting the consumer behavior in switching to e-wallets in payment activities

Nguyen Hong Thu, Nguyen Ngoc Tien

Polish Journal of Management Studies

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2022

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Vol. 25, No. 1

292--311

EN

Cryptocurrency has been growing and gradually accepted in payment transactions. Therefore, e-wallets were created to meet the payment needs of consumers. Nevertheless, the factors affecting consumer behavior in switching to using e-wallets in payment need further investigation. This study aims to determine the factors affecting the consumer behavior of switching to e-wallets in payment activities in Vietnam. A typical survey was conducted on 150 consumers in the Southeast region of Vietnam, with the quantitative approach being applied to gather, process and scrutinize data. Quantitative research tools employed include descriptive statistics, Cronbach’s Alpha Analysis, exploratory factor analysis, and multivariable regression analysis with the support of SPSS 22.0. The research results show that five factors affect behavior toward switching to e-wallets in payment activities of the consumer, including (i) Consumer perception of the usefulness of switching to e-wallets, (ii) Consumer attitudes towards switching to e-wallets, (iii) Consumer perception of safety for e-wallets, (iv) Consumer perception of the ease of use of e-wallets and (v) Consumer behavior in readiness for the transition to e-wallets. Accordingly, research has suggested that payment service providers through e-wallets who want to attract consumers to use e-wallet services need to focus on the usefulness, safety, ease of use and convenience of e-wallet services. Once the issues of usefulness, safety and ease of use of e-wallet services are considered, consumers’ attitudes towards e-wallets will gradually change; thereby making the consumer behavior of using e-wallets more and more popular, increasing its frequency.

PL

Kryptowaluta rośnie i stopniowo jest akceptowana w transakcjach płatniczych. Dlatego e-portfele powstały z myślą o potrzebach płatniczych konsumentów. Niemniej jednak czynniki wpływające na zachowanie konsumentów przy przechodzeniu na korzystanie z e-portfeli w płatnościach wymagają dalszych badań. Niniejsze badanie ma na celu określenie czynników wpływających na zachowania konsumentów związane z przechodzeniem na e-portfele w działaniach płatniczych w Wietnamie. Typowe badanie przeprowadzono na 150 konsumentach w południowo-wschodnim regionie Wietnamu, stosując podejście ilościowe do gromadzenia, przetwarzania i analizowania danych. Zastosowane ilościowe narzędzia badawcze obejmują statystyki opisowe, analizę alfa Cronbacha, eksploracyjną analizę czynnikową i wielowymiarową analizę regresji przy wsparciu SPSS 22.0. Wyniki badań pokazują, że pięć czynników wpływa na zachowanie konsumentów wobec przejścia na e-portfele w czynnościach płatniczych, w tym (i) postrzeganie przez konsumentów użyteczności przejścia na e-portfele, (ii) postawy konsumentów wobec przejścia na e-portfele, (iii) Postrzeganie przez konsumentów bezpieczeństwa portfeli elektronicznych, (iv) Postrzeganie przez konsumentów łatwości korzystania z portfeli elektronicznych oraz (v) Zachowanie konsumentów w gotowości do przejścia na portfele elektroniczne. W związku z tym badania sugerują, że dostawcy usług płatniczych za pośrednictwem e-portfeli, którzy chcą przyciągnąć konsumentów do korzystania z usług e-portfela, muszą skupić się na użyteczności, bezpieczeństwie, łatwości użytkowania i wygodzie usług e-portfela. Po rozważeniu kwestii użyteczności, bezpieczeństwa i łatwości korzystania z usług e-portfela, stosunek konsumentów do e-portfeli będzie się stopniowo zmieniał; tym samym spopularyzując zachowania konsumenckie związane z korzystaniem z e-portfeli, zwiększając jego częstotliwość.