Exploring the Differences in Types of Commodities and Delivery Methods among Online Shoppers during the Early Stage of the COVID-19 Pandemic

Abstract

During the early phases of the COVID-19 pandemic, the temporary limitations to in-store shopping during the lockdown period generated a significant increase in online shopping. During that period, the total spending amount and the number of online purchases increased across the whole population, although with rather heterogeneous patterns among various groups of consumers. This research examines the factors that can help explain the differences between users and non-users of online shopping in the U.S.A. during April and May 2020 to help understand the barriers to home-based shopping accessibility. The study uses data collected in the first survey wave of a longitudinal mobility study to analyze individual commodities and delivery options chosen for goods purchased online. Binomial logistic regression and Poisson regression models reveal differences in adopting e-shopping across various delivery channels, the frequency of purchase, and shipping used across commodities. In addition, a latent class cluster analysis identifies three heterogeneous groups of shoppers whose members differ mainly in income, age, education, neighborhood type, and technology attitudes. The results also highlight several differences in usage across crowdshipping markets and novel delivery options, such as in-store or locker pickup. The results also show variation in home-based accessibility across numerous factors during the pandemic.