338 KB0 KB200920262021Kursan Milaković, Ivanaletnik:23številka:iss. 4 (art. 4)str. 260-272DOI:10.15458/2335-4216.1291ISSN:2335-4216COBISSID_HOST:91649539URN:URN:NBN:SI:doc-YPEW8S2YenEkonomska fakultetaEconomic and business reviewconsumer behaviourmarketingonline shoppingpandemicpandemijaspletna trgovinatrženjevedenje potrošnikovExploring consumer resilience during COVID-19| demographics, consumer optimism, innovativeness and online buying|This study investigates the predictors and outcome of consumer resilience given the Covid-19 pandemic and retail context. Predictors are represented by demographic characteristics and underexplored protective factors of consumer optimism and innovativeness, while the outcome variable includes online buying. Empirical research was conducted on the convenience sample of 400 Croatian consumers. Research results show that, given demographic characteristics, gender plays an important role in consumer resilience. In terms of the individual protective factors, both consumer optimism and innovativeness positively influence consumer resilience. In addition, consumer resilience negatively impacts online buying. Findings also have practical implications for companies’ marketing strategiesTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Ekonomska fakulteta