IDEAS home Printed from https://ideas.repec.org/a/nwe/eajour/y2024i4p846-876.html
   My bibliography  Save this article

Predictors of the Likelihood of Continuous Usage of Online Shopping Post-COVID-19

Author

Listed:
  • Nina Angelovska

    (University of Skopje – Faculty of Economics, Skopje, North Macedonia)

  • Julijana Angelovska

    (University of Skopje – Faculty of Economics, Skopje, North Macedonia)

Abstract

Government’s response to the COVID-19 outbreak resulting in imposed socialdistancing measures, lockdowns and closing of economies triggered the acceleration of e-commerce growth globally. Driven by necessity consumers shifted from traditional to online shopping, but the main question of interest to practitioners and researchers is: Will this changed behaviour last post-COVID-19? We aim in this study to respond and contribute to the insufficient understanding of the factors that can predict the likelihood of continuous usage of online shopping post-COVID-19. To achieve this goal, we use survey data from 2.082 respondents, collected in North Macedonia during the period of social distancing measures (November 2020). We explore the associated predictors of the likelihood of online shopping continuity behaviour post-COVID-19, employing binary logit regression. We found that age, data protection and conventional motives are not significant predictors while gender, employment status, online shopping frequency, online shopping experience, payment security and commencement of online triggered by COVID-19 showed as statistically significant predictors of the likelihood of continuous online shopping post-COVID-19.

Suggested Citation

  • Nina Angelovska & Julijana Angelovska, 2024. "Predictors of the Likelihood of Continuous Usage of Online Shopping Post-COVID-19," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 846-876, December.
    • Handle: RePEc:nwe:eajour:y:2024:i:4:p:846-876
    as

    Download full text from publisher

    File URL: https://www.unwe.bg/doi/eajournal/2024.4/EA.2024.4.09.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yu Ding & Huapu Lu, 2017. "The interactions between online shopping and personal activity travel behavior: an analysis with a GPS-based activity travel diary," Transportation, Springer, vol. 44(2), pages 311-324, March.
    2. Farag, Sendy & Schwanen, Tim & Dijst, Martin & Faber, Jan, 2007. "Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping," Transportation Research Part A: Policy and Practice, Elsevier, vol. 41(2), pages 125-141, February.
    3. Van Kien Pham & Thu Ha Do Thi & Thu Hoai Ha Le, 2020. "A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1846882-184, January.
    4. Barnes, Stuart J., 2020. "Information management research and practice in the post-COVID-19 world," International Journal of Information Management, Elsevier, vol. 55(C).
    5. Sharma, Sujeet Kumar & Sharma, Manisha, 2019. "Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 65-75.
    6. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    7. Prasanta Kr. Chopdar & V. J. Sivakumar, 2019. "Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk," Behaviour and Information Technology, Taylor & Francis Journals, vol. 38(1), pages 42-64, January.
    8. Hamood Mohammed Al-Hattami, 2021. "Determinants of intention to continue usage of online shopping under a pandemic: COVID-19," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1936368-193, January.
    9. Hjorthol, Randi & Gripsrud, Mattias, 2009. "Home as a communication hub: the domestic use of ICT," Journal of Transport Geography, Elsevier, vol. 17(2), pages 115-123.
    10. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
    11. Juan Ramón López Soler & Panayotis Christidis & José Manuel Vassallo, 2021. "Teleworking and Online Shopping: Socio-Economic Factors Affecting Their Impact on Transport Demand," Sustainability, MDPI, vol. 13(13), pages 1-24, June.
    12. Andrew N. Mason & John Narcum & Kevin Mason, 2021. "Social media marketing gains importance after Covid-19," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1870797-187, January.
    13. Susanne Feichtinger & Manfred Gronalt, 2021. "The Environmental Impact of Transport Activities for Online and In-Store Shopping: A Systematic Literature Review to Identify Relevant Factors for Quantitative Assessments," Sustainability, MDPI, vol. 13(5), pages 1-23, March.
    14. Mohammad Anisur Rahman & Md. Aminul Islam & Bushra Humyra Esha & Nahida Sultana & Sujan Chakravorty, 2018. "Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1514940-151, January.
    15. Bill Doolin & Stuart Dillon & Fiona Thompson & James L. Corner, 2005. "Perceived Risk, the Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective," Journal of Global Information Management (JGIM), IGI Global, vol. 13(2), pages 66-88, April.
    16. Eastlick, Mary Ann & Lotz, Sherry L. & Warrington, Patricia, 2006. "Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment," Journal of Business Research, Elsevier, vol. 59(8), pages 877-886, August.
    17. Wan-Rung Lin & Yi-Hsien Wang & Yi-Min Hung, 2020. "Analyzing the factors influencing adoption intention of internet banking: Applying DEMATEL-ANP-SEM approach," PLOS ONE, Public Library of Science, vol. 15(2), pages 1-25, February.
    18. Jozef Bucko & Lukáš Kakalejčík & Martina Ferencová, 2018. "Online shopping: Factors that affect consumer purchasing behaviour," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1535751-153, January.
    19. Close, Angeline G. & Kukar-Kinney, Monika, 2010. "Beyond buying: Motivations behind consumers' online shopping cart use," Journal of Business Research, Elsevier, vol. 63(9-10), pages 986-992, September.
    20. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
    21. Ganesh, Jaishankar & Reynolds, Kristy E. & Luckett, Michael & Pomirleanu, Nadia, 2010. "Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies," Journal of Retailing, Elsevier, vol. 86(1), pages 106-115.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Minh Hieu Nguyen & Jimmy Armoogum & Binh Nguyen Thi, 2021. "Factors Affecting the Growth of E-Shopping over the COVID-19 Era in Hanoi, Vietnam," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    2. Calderwood, Eric & Freathy, Paul, 2014. "Consumer mobility in the Scottish isles: The impact of internet adoption upon retail travel patterns," Transportation Research Part A: Policy and Practice, Elsevier, vol. 59(C), pages 192-203.
    3. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2019. "Exploring the Influence of Consumer Demographics on Online Purchase Benefits," FIIB Business Review, , vol. 8(4), pages 303-316, December.
    5. Doris Morales-Solana & Irene Esteban-Millat & Alejandro Alegret Cotas, 2022. "Experiences in consumer flow in online supermarkets," Electronic Commerce Research, Springer, vol. 22(4), pages 1195-1226, December.
    6. Sebald, Anna Kathrin & Jacob, Frank, 2018. "Help welcome or not: Understanding consumer shopping motivation in curated fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 188-203.
    7. Ana-Maria Urdea & Cristinel Petrişor Constantin & Ioana-Mădălina Purcaru, 2021. "Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    8. Siti Hasma Hajar Mat Zin & Siti Haslini Zakaria & Rumaizah Che Md Nor & Nor Hidayah Hassim & CT Munirah Niesha Mohd Shafee & Suhanah Rosnan & Nur Syafizan Mohd Sufter, 2024. "Analyzing Consumers Online Shopping Behavior Using Different Online Shopping Platforms: A Case Study in Malaysia," Information Management and Business Review, AMH International, vol. 16(2), pages 99-110.
    9. Sebald, Anna Kathrin & Jacob, Frank, 2020. "What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations," European Management Journal, Elsevier, vol. 38(2), pages 319-334.
    10. Zhenjie Wang & Chunling Zhu & Shanwu Tian & Ping Li, 2019. "Differentiation and pricing power of online retailers," Frontiers of Business Research in China, Springer, vol. 13(1), pages 1-20, December.
    11. Kunbo Shi & Long Cheng & Jonas De Vos & Yongchun Yang & Wanpeng Cao & Frank Witlox, 2021. "How does purchasing intangible services online influence the travel to consume these services? A focus on a Chinese context," Transportation, Springer, vol. 48(5), pages 2605-2625, October.
    12. Andrews, Lynda & Bianchi, Constanza, 2013. "Consumer internet purchasing behavior in Chile," Journal of Business Research, Elsevier, vol. 66(10), pages 1791-1799.
    13. Hiroyasu INOUE & Yasuyuki TODO, 2022. "Has COVID-19 Permanently Changed Online Consumption Behavior?," Discussion papers 22018, Research Institute of Economy, Trade and Industry (RIETI).
    14. Li, Shengxiao (Alex), 2023. "Revisiting the relationship between information and communication technologies and travel behavior: An investigation of older Americans," Transportation Research Part A: Policy and Practice, Elsevier, vol. 172(C).
    15. Colaço, Rui & de Abreu e Silva, João, 2022. "Exploring the e-shopping geography of Lisbon: Assessing online shopping adoption for retail purchases and food deliveries using a 7-day shopping survey," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 2014. "Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1013-1020.
    17. Pallant, Jason I. & Danaher, Peter J. & Sands, Sean J. & Danaher, Tracey S., 2017. "An empirical analysis of factors that influence retail website visit types," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 62-70.
    18. Pernot, Delphine, 2021. "Internet shopping for Everyday Consumer Goods: An examination of the purchasing and travel practices of click and pickup outlet customers," Research in Transportation Economics, Elsevier, vol. 87(C).
    19. Straubinger, Anna & de Groot, Henri L.F. & Verhoef, Erik T., 2023. "E-commerce, delivery drones and their impact on cities," Transportation Research Part A: Policy and Practice, Elsevier, vol. 178(C).
    20. Padmavathy, Chandrasekaran & Swapana, Murali & Paul, Justin, 2019. "Online second-hand shopping motivation – Conceptualization, scale development, and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 19-32.

    More about this item

    Keywords

    developing countries; e-commerce; Pandemic Crisis; binary logit regression; North Macedonia;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nwe:eajour:y:2024:i:4:p:846-876. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vanya Lazarova (email available below). General contact details of provider: https://edirc.repec.org/data/unweebg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.