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The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study

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  • Ngoh, Cheryl-lyn
  • Groening, Christopher

Abstract

COVID-19, combined with firms' multichannel adjustments, has accelerated changes in consumer shopping behaviors. This paper explores these issues through a segmentation study to examine consumers’ pre- and during-COVID-19 channel shopping behavior. Using survey data from 485 U.S. participants, Latent Profile Analysis identified six segments that vary in three dimensions: in-store vs. online behavior pre-COVID-19, in-store vs. online behavior during-COVID-19, and the change in channel shopping behavior from pre- to during-COVID-19. Motivation (utilitarian and hedonic), opportunity (time and physical), and ability play significant roles in explaining the findings, while psychographic and demographic variables play lesser roles. Further analysis revealed that these segments have different channel switching intentions when the focal retailer closed its physical store. These findings add greater understanding and support to the assumption that consumers more frequently shopped online than in-store during- than pre-COVID-19. In sum, this research addresses how changes in the shopping environment may affect consumer segments and their behavior.

Suggested Citation

  • Ngoh, Cheryl-lyn & Groening, Christopher, 2022. "The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001588
    DOI: 10.1016/j.jretconser.2022.103065
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    3. Akram, Muhammad Waseem, 2023. "Influence of Social Media on Consumers' Online Purchasing Habits During: The COVID-19 Pandemic in Pakistan," OSF Preprints qwg2d, Center for Open Science.
    4. Elshaer, Ibrahim A. & Alrawad, Mahmaod & Lutfi, Abdalwali & Azazz, Alaa M.S., 2024. "Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM – fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Hagen, Daphne & Spierings, Bas & Weltevreden, Jesse & Risselada, Anne & Atzema, Oedzge, 2024. "What drives consumers to use local online retail platforms? The influence of non-place-specific and place-specific motives," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Chen, Di & Wang, Chunyan & Liu, Yi, 2023. "How household food shopping behaviors changed during COVID-19 lockdown period: Evidence from Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Dekimpe, Marnik G. & Gijsbrechts, Els & Gielens, Katrijn, 2023. "Proximity-store introductions: A new route to big-box retailer success?," Journal of Retailing, Elsevier, vol. 99(4), pages 621-633.
    8. Ashutosh Sarkar & Debadyuti Das & Arindam Debroy, 2024. "Panic Buying, Product Substitution and Channel-Shifting Behaviour During Pandemic," IIM Kozhikode Society & Management Review, , vol. 13(1), pages 25-43, January.

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