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Analyzing Academic Discourse Evolution on Consumer Behavior and COVID-19 Using Topic Modeling
Análisis de la evolución del discurso académico sobre el comportamiento del consumidor y la COVID-19 mediante el modelado de temas
Análise da evolução do discurso acadêmico sobre o comportamento do consumidor e a covid-19 a partir da modelagem de tópicos
DOI:
https://doi.org/10.15446/innovar.v32n86.104663Palavras-chave:
Literature review, marketing trends, online consumer, pandemic, topic modeling (en)revisão de literatura, tendências de marketing, consumidor on-line, pandemia, modelagem de tópicos (pt)
Revisión de literatura, tendencias en marketing, consumidor en línea, pandemia, modelado de temas (es)
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The covid-19 pandemic brought changes in consumers’ habits derived from initial confinement in the first year and a second year characterized by an attempt to return to activities under the “new normal” label. Several literature reviews that summarize existing research on consumer behavior and the pandemic have recently emerged. Many of them have a regional or country-specific focus. Others emphasize certain factors under study at the beginning of the pandemic. This study, in contrast, separates the most salient topics found in literature in 2020 from those found in 2021 using a global Scopus database showing the evolution of the academic discourse on consumer behavior as the pandemic developed. Interestingly, some differences show consumers’ evolution throughout the pandemic, seen through the eyes of researchers. Topic modeling highlights the main topics under study in both years. Results show the relevance of four major topics that differ from one year to another. Research on online consumption, however, remains equally important in both years. We propose a theoretical model of consumer behavior research that aims to help consumers understand themselves, managers address strategies accordingly, and policymakers regulate the major issues brought by the pandemic.
El covid-19 trajo cambios en los hábitos de los consumidores producto del confinamiento estricto durante el primer año de la pandemia y un segundo año caracterizado por retomar actividades bajo el modelo de la "nueva normalidad". Recientemente, han surgido revisiones de literatura que sintetizan los estudios disponibles sobre el comportamiento de los consumidores y la pandemia. Muchas de estas revisiones tienen un enfoque regional o específico a cada país, y otras destacan ciertos factores que fueron analizados al inicio de la pandemia. Por su parte, el presente estudio separa los temas más destacados identificados en la literatura publicada en 2020 con respecto a aquellos que hacen parte del acervo de 2021. Para ello, se acudió a una base de datos global de Scopus que muestra la evolución del discurso académico en torno al comportamiento del consumidor a medida que avanzaba la pandemia. Interesantemente, algunas diferencias muestran la evolución de los consumidores a lo largo de la pandemia, vista a través de los ojos de los investigadores. El modelado de temas destaca los principales temas estudiados en ambos años. Los resultados muestran la relevancia de cuatro temas principales que difieren de un año a otro. Sin embargo, temas como la investigación sobre el consumo electrónico siguen siendo igualmente importantes en ambos años. Así, los autores de este trabajo proponemos un modelo teórico de investigación del comportamiento de los consumidores que tiene como objetivo ayudar a los consumidores a entenderse a sí mismos, apoyar a los gerentes en el abordaje de las estrategias pertinentes y propiciar que los responsables de la generación de políticas busquen regular los principales problemas ocasionados por la pandemia.
a pandemia da covid-19 trouxe mudanças nos hábitos dos consumidores derivadas do confinamento inicial no primeiro ano e um segundo ano caracterizado pela tentativa de retorno às atividades sob o rótulo de “novo normal”. Várias revisões de literatura que resumem pesquisas existentes sobre o comportamento do consumidor e a pandemia surgiram recentemente. Muitas delas apresentam um foco regional ou específico do país. Outros enfatizam certos fatores em estudo no início da pandemia. O presente estudo, em contrapartida, separa os temas mais marcantes encontrados na literatura em 2020 daqueles encontrados em 2021 a partir de uma base de dados global do Scopus, mostrando a evolução do discurso acadêmico sobre o comportamento do consumidor à medida que a pandemia se desenvolveu. Curiosamente, algumas diferenças mostram a evolução dos consumidores ao longo da pandemia, vista pelos olhos dos pesquisadores. A modelagem de tópicos destaca os principais temas em estudo em ambos os anos. Os resultados apontam a relevância de quatro grandes temas que diferem de um ano para outro. A pesquisa sobre consumo on-line, no entanto, mantém-se igualmente importante em ambos os anos. Propomos um modelo teórico de pesquisa de comportamento do consumidor que visa ajudar os consumidores a se entenderem, os gestores a abordarem estratégias em conformidade e os formuladores de políticas a regularem as principais questões trazidas pela pandemia.
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