Spiritual growth, stress management, and personal gratification of consumers during the COVID-19 pandemic.
DOI:
https://doi.org/10.24054/face.v22i2.1336Keywords:
Indulgence, consumer behavior, online shopping, Covid-19, Spiritual Growth, Purchase TherapyAbstract
The COVID-19 pandemic has transformed the purchasing habits of Mexican consumers. Spending most of the day at home due to restrictions, people sought out products to help them pass the time more pleasantly. To understand this shift in purchasing behavior, a study based on Mick et al.'s (1992) theory of self-indulgence was conducted, with the participation of 657 adults, 65.4% of whom were women. Cluster analysis and factor analysis were employed, allowing the identification of three groups based on two main factors: Spiritual Growth and Personal Indulgence.
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