Determinants of Consumers’ Online/Offline Shopping Behaviours during the COVID-19 Pandemic

Abstract

The COVID-19 pandemic has wreaked havoc in Korean society since the end of 2019. Unlike prior to the pandemic, when online and offline activities were conducted side-by-side, many aspects of consumers’ daily lives are only conducted online, especially shopping and meetings. This study analysed the characteristics of consumers who have used offline shopping channels during the pandemic. In addition, participants were asked how often they will use online and offline shopping channels after society stabilizes from COVID-19 in order to analyse what determinants will be used to select either online or offline shopping channels after the pandemic. This study will contribute to provide a deeper understanding of the consumption patterns of consumers (online vs. offline) during times of deep external impact, such as a pandemic.

A Study on Consumer Behaviour: Transition from Traditional Shopping to Online Shopping During the COVID-19 Pandemic

“…Some respondents avoid purchasing at physical stores since a lot of people do not follow the SOP and social distance. People who did not comply with the SOP tend to use the traditional shopping method and this situation has diminished other people's desires to use it to avoid exposure to the virus (Moon, Choe & Song, 2021). Table 3 shows the respondent's perceptions towards online shopping methods.…”

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

“…Consumer behaviors changed under different stages of the pandemic, across different countries and areas, and under different governmental policies. Individual differences influenced consumers' channel selections [98]. In a recent study, researchers investigated apparel consumers' channel shifting intentions during the COVID-19 pandemic and discovered that perceived vulnerability (PV) affected consumers' attitude toward shifting to online channel from physical channel [53].…”

“…Perceived vulnerability is the key concept in the protection motivation theory for measuring threat appraisals (the degree of risk of perilous actions) [99]. Moon et al [98] revealed that perceived vulnerability and offline-channel use intention were negatively correlated. BOPI and BOCP services could help reduce the searching and browsing time consumers might spend in physical stores or even skip the offline channel (walk-ins) to receive orders.…”

Changes in purchasing patterns in the beauty market due to Post–COVID‐19: Literature review

“…Even after COVID‐19, consumers said they would wear masks, and most said that only basic makeup can be done while wearing masks 17 . In the presence of severe external influences including serious prevalence of infectious diseases such as SARS or COVID‐19, the consumption patterns of consumers have been changing or expanding into the paradigm of online shopping channels than making offline purchases 18 . Table 1 summarizes beauty purchasing activities that have changed from offline to online due to COVID‐19.…”