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Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping

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  • Jeong, Dayun
  • Ko, Eunju
  • Taylor, Charles R.

Abstract

The global COVID-19 outbreak has had a wide-ranging impact on people’s lives. This research looks at the recent shift in consumer preferences toward contact-free shopping when purchasing fashion goods. Push–pull–mooring (PPM) theory is used to identify and predict factors that promote or hinder a shift toward contact-free shopping. A survey of young consumers is used to develop and test hypotheses. The findings show that the PPM factors have a significant effect on switching behavior, risk perception, perceived value, and lock-in factors (along with some sub-factors related to each) being significantly related to both intentions to switch to contact-free shopping and actual switching behavior. Theoretical, managerial, and societal implications are discussed in the context of digital wellbeing.

Suggested Citation

  • Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    • Handle: RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322007081
    DOI: 10.1016/j.jbusres.2022.08.025
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    2. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Sung-Wen Yu & Jun-Yan Liu & Chien-Liang Lin & Yu-Sheng Su, 2022. "Applying the Push-Pull Mooring to Explore Consumers’ Shift from Physical to Online Purchases of Face Masks," Mathematics, MDPI, vol. 10(24), pages 1-16, December.
    4. Sawang, Sukanlaya & Lee, Chia-Chi & Chou, Cindy Yunhsin & Vighnesh, Nanjangud Vishwanath & Chandrashekar, Deepak, 2023. "Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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