37th Brown Bag Seminar - Assist. Prof. Ivana Kursan Milaković, Ph.D.

We are pleased to invite you to a new, 37th online Brown Bag Seminar to be held on Thursday, November 25, 2021, at 2:00 p.m. The cycle of the Brown Bag Seminars will be continued by Assist. Prof. Ivana Kursan Milaković, Ph.D., from the Faculty of Economics in Split, who will present the paper  "Purchase experience during the COVID-19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase".

A link to connect to the Brown Bag seminar is available on the website www.efzg.unizg.hr/najava-brown-bag-seminara/42813
Summary of the presentation:
This research deals with the study of consumer behavior during the Covid-19 pandemic through the application of social cognitive theory (SCT). Using the SCT framework and the pandemic as an external/environmental dimension, the research seeks to penetrate the unexplored influences of personal processes of consumer vulnerability, resilience, and adaptability to behavioral processes of shopping satisfaction and repurchase intentions. The results of the research suggest the existence of a certain level of consumer self-efficacy when it comes to making purchasing decisions during a pandemic. Namely, the vulnerability and resilience of consumers have a direct impact on customer satisfaction, while their importance for repurchase is present in the form of an indirect impact through satisfaction. Furthermore, satisfaction with the purchase has a positive effect on the intention to repurchase. In addition, research results show that consumer adaptability to online shopping moderates the link between consumer resilience and shopping satisfaction. These findings also have practical implications for the development of the communication strategy of business entities.

About the presenter:
Assist. Prof. Ivana Kursan Milaković, Ph.D., of the Department of Marketing, Faculty of Economics of the University of Split, where she received her Ph.D. in 2014. Her research interests include the domains of consumer behavior and marketing communication. She has published scientific papers in several international journals, such as the International Journal of Advertising, The Service Industries Journal, Electronic Commerce Research and Applications, the International Journal of Consumer Studies, and Economic Research.
Description of the Brown Bag Seminar concept:
The Brown Bag Seminar (BBS) is an informal one-hour workshop with aim of presenting research in different stages of design (ideas, rounded theoretical framework, conducted empirical research, etc.), promoting discussion and creating a stimulating environment focused on the constructive discussion between exhibitors and the rest of participants of the seminar. The basic idea of the BBS is to create a platform where at least once a month, the FEB ZG employees will have the opportunity to present the ideas and articles they work on within their scientific research work. We invite you to respond and help with your constructive comments to exhibitors and expose by yourself the topics you are currently working on, unpublished works or present the research ideas you are thinking about.
The idea is that presentations (in English or Croatian - depending on the presenter's preference) last for 30-40 minutes, and is followed by a discussion. 

On behalf of the organizers,

Ms. Tanja Komarac, Ph.D.
Postdoctoral student
Department of Marketing
Faculty of Economics & Business, University of Zagreb