Exploring channel switching in the aftermath of the Covid-19 pandemic: Are shoppers all driven by the same motivations?
Francesca De Canio,
Maria Fuentes-Blasco,
Elisa Martinelli
Abstract:PurposeThe pandemic impacted consumers' shopping processes, leading them to approach the online channel for grocery shopping for the first time. The paper contributes to the retailing literature by identifying different grocery shopper segments willing to switch online moved by heterogeneous motivations. Integrating the technology acceptance model 2 (TAM-2) and the protection motivation theory (PMT), this study identifies technology-related and Covid-related motivations jointly impacting channel switching.Desi… Show more
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