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Online Shopping and In-store Shopping on COVID-19 for Airline Service Employees

Author

Listed:
  • Liu Li-Ling

    (Department of Business Administration, CTBC Business School, No. 600, Section 3, Taijiang Boulevard, Annan District, Tainan 709, Taiwan, R.O.C.)

  • Wei Yi-Hsiung

    (Department of Business Administration, CTBC Business School, No. 600, Section 3, Taijiang Boulevard, Annan District, Tainan 709, Taiwan, R.O.C.)

Abstract

This study investigated the relationship between online and in-store shopping for airline service employees by using a quantitative survey method. Purpose sampling was used. This study found that the frequency of online purchases by pilots before and post-pandemic was significantly higher than that by flight attendants. Post-pandemic, the frequency of flight attendants shopping in-store was significantly higher than that of pilots. The frequency of online shopping before-pandemic positively affected the frequency of in-store shopping before-pandemic. The frequency of online shopping post-pandemic negatively affected the frequency of in-store shopping post-pandemic. The results found that online shopping affects users’ willingness to purchase in stores, and suggested that online shopping service providers should build user-friendly and easy-to-access systems. The findings can help retail marketers effectively prioritize the benefits of online shopping, which considerably affects user’s desire to use the Internet.

Suggested Citation

  • Liu Li-Ling & Wei Yi-Hsiung, 2024. "Online Shopping and In-store Shopping on COVID-19 for Airline Service Employees," Review of Pacific Basin Financial Markets and Policies (RPBFMP), World Scientific Publishing Co. Pte. Ltd., vol. 27(02), pages 1-24, June.
    • Handle: RePEc:wsi:rpbfmp:v:27:y:2024:i:02:n:s0219091524500139
    DOI: 10.1142/S0219091524500139
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