Factors affecting online shopping frequency: lessons from New Zealand

Abstract

During the COVID-19 pandemic lockdown, the number of people shopping online has increased worldwide, and New Zealand is no exception. To date, little is known about the online shopping behaviours of New Zealanders in a pandemic environment. This paper provides the first attempt by exploring the factors affecting online shopping frequency in New Zealand, a country widely regarded as a paragon of excellence for containing the COVID-19 pandemic. A Poisson regression model is utilized to analyze data collected through an online survey between July and November 2020. The empirical results show that people's online shopping frequency is positively affected by payment convenience, competitive pricing, living in the city, and the number of children. The perceived effectiveness of the government's action in combating COVID-19, having poor past online shopping experiences, and being married reduce online shopping frequency.

Determinants of Youths’ Intention to Shop Online: Study of Uganda and Rwanda

“…The study concluded that, measurement for hedonic motives for online consumption was visual appeal, enduring involvement with a product or service, sensation seeking, escape, intrinsic enjoyment, hanging out, social shopping, self-expression and role shopping. Ma et al, (2022) used a regression analysis to investigate online behaviours of buyers during the COVID-19 global pandemic in New Zealand. Findings showed that shopping online is heavily influenced by convenience of payment by the consumers followed by pricing, living in the city, and the number of children in the household (Ma et al, 2022).…”

“…Ma et al, (2022) used a regression analysis to investigate online behaviours of buyers during the COVID-19 global pandemic in New Zealand. Findings showed that shopping online is heavily influenced by convenience of payment by the consumers followed by pricing, living in the city, and the number of children in the household (Ma et al, 2022). These studies (Ma et al, 2022;Martinez-Lopez et al, 2016) have applied factor analysis and regression analysis to measure hedonic motives for online consumption.…”

“…Existing literature such as Fu et al, (2020), Giao, Vuong and Quan (2020), Usman and Kumar (2021), and Gulfraz et al (2022) indicated that shopping online among customers can depend on various factors. These factors include; hedonic motivations, enjoyment, positive feelings of pleasure, excitement, convenience, level of satisfaction, payment convenience and competing prices which are related to shopping online (Alhaimer, 2022;Kim & Eastin, 2011;Erjavec & Manfreda, 2022;Ma et al, 2022;Martinez-Lopez et al, 2016;Mehra, Rajput & Paul, 2022).…”

“…On the other hand, Alaimo, Fiore and Galati (2022), and Njoroge et al, (2012) found that, satisfaction is a key factor in measuring consumers' purchase intent while Ma et al (2022) concentrated on online shopping frequency and revealed that, shopping online in New Zealand is mainly affected by convenience in payment and competitive prices. Furthermore, there are studies on shopping online including Gulfraz et al, (2022) and Ma et al, (2022) that have contributed knowledge toward an understanding of shopping online. Despite the available literature, the study by Alsoud and Othman (2018) in Jordan found that subjective norms do impact consumers' attitudes positively hence emphasizing the need for more research on online shopping in other locations.…”

“…Despite the available literature, the study by Alsoud and Othman (2018) in Jordan found that subjective norms do impact consumers' attitudes positively hence emphasizing the need for more research on online shopping in other locations. Additionally, Ma et al, (2022) discovered that shopping online can also be influenced by urban location and the size of the family.…”