PMID- 35457759
OWN - NLM
STAT- MEDLINE
DCOM- 20220426
LR  - 20220519
IS  - 1660-4601 (Electronic)
IS  - 1661-7827 (Print)
IS  - 1660-4601 (Linking)
VI  - 19
IP  - 8
DP  - 2022 Apr 18
TI  - Mobile Shopping during COVID-19: The Effect of Hedonic Experience on Brand 
      Conspicuousness, Brand Identity and Associated Behavior.
LID - 10.3390/ijerph19084894 [doi]
LID - 4894
AB  - COVID-19 has impacted economic and social conditions around the globe. In a 
      post-pandemic world, the labor models have been shifting in favor of working from 
      home and shopping toward online purchasing through mobile devices. The pandemic 
      has, in addition to disrupting the world economy, triggered changes in consumer 
      behavior that require a rethinking of marketing efforts from the consumer's 
      perspective and a fundamental shift in branding strategies and managerial 
      thinking. This paper expanded the understanding of the mobile consumer behavior 
      of Generation Z consumers in China by examining the changes in their behavior in 
      response to the pandemic. We used a structural equation model (SEM) to show that, 
      in mobile shopping, the hedonic experience has played an essential role in 
      signaling brand conspicuousness and product aesthetics, in turn promoting brand 
      identity and associated behavioral reactions. The paper concludes with a 
      discussion of the implications of these changes for branding identity and brand 
      management.
FAU - Jiang, Wanjing
AU  - Jiang W
AUID- ORCID: 0000-0002-2391-5997
AD  - Xiangshan Film and Television College, Ningbo University of Finance & Economics, 
      Ningbo 315175, China.
AD  - Korean Cultural Strategy Institute, Seoul 100744, Korea.
FAU - Song, Yao
AU  - Song Y
AUID- ORCID: 0000-0001-6075-6211
AD  - Korean Cultural Strategy Institute, Seoul 100744, Korea.
AD  - College of Literature and Journalism, Sichuan University, Chengdu 610064, China.
AD  - Digital Convergence Laboratory of Chinese Cultural Inheritance and Global 
      Communication, Sichuan University, Chengdu 610207, China.
LA  - eng
PT  - Journal Article
PT  - Research Support, Non-U.S. Gov't
DEP - 20220418
PL  - Switzerland
TA  - Int J Environ Res Public Health
JT  - International journal of environmental research and public health
JID - 101238455
SB  - IM
MH  - *COVID-19/epidemiology
MH  - Consumer Behavior
MH  - Humans
MH  - Marketing
MH  - Models, Theoretical
MH  - Pandemics
PMC - PMC9031833
OTO - NOTNLM
OT  - Chinese Generation Z
OT  - brand identity
OT  - consumer behavior
OT  - repurchase intention
COIS- The authors declare no conflict of interest.
EDAT- 2022/04/24 06:00
MHDA- 2022/04/27 06:00
PMCR- 2022/04/18
CRDT- 2022/04/23 01:13
PHST- 2022/02/26 00:00 [received]
PHST- 2022/04/04 00:00 [revised]
PHST- 2022/04/08 00:00 [accepted]
PHST- 2022/04/23 01:13 [entrez]
PHST- 2022/04/24 06:00 [pubmed]
PHST- 2022/04/27 06:00 [medline]
PHST- 2022/04/18 00:00 [pmc-release]
AID - ijerph19084894 [pii]
AID - ijerph-19-04894 [pii]
AID - 10.3390/ijerph19084894 [doi]
PST - epublish
SO  - Int J Environ Res Public Health. 2022 Apr 18;19(8):4894. doi: 
      10.3390/ijerph19084894.