Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era

Higueras-Castillo, Elena; Liébana‐Cabanillas, Francisco; Ramos, Ángel Francisco Villarejo

doi:10.1016/j.jbusres.2022.113622

Cited by 24 publications

(13 citation statements)

References 72 publications

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“…Specifically, such conditions are likely to have influenced owner-managers to reconsider which product-markets to target, and the extent to which they try to de-rail as opposed to collaborate with their pre-pandemic rivals (following the outside-in perspective of Day, 2014) [4]. For example, with in-person operations closing during lockdowns, decision-makers may have engaged with new coopetition partners to supplement an enhanced online presence (following Amankwah-Amoah et al ., 2021; Felzensztein and Tretiakov, 2023; Higueras-Castillo et al ., 2023). This may include various coopetition practices like pooled resources to establish distributor relationships, thereby facilitating scaling up sales to export markets.…”

Section: Theoretical Framework Including Hypothesesmentioning

confidence: 99%

“…Preparation for a post-pandemic period occurred in different ways, including respective owner-managers receiving government assistance and/or pivoting facets of their business models (Behl et al ., 2023; Kabir and Abubakar, 2023; Klöckner et al ., 2023). For example, during lockdowns, certain firms’ business models pivoted from in-person to online sales, sometimes referred to as digital acceleration (Gavrila and De Lucas Ancillo, 2022; Giotopoulos et al ., 2022; Higueras-Castillo et al ., 2023).…”

Section: Introductionmentioning

confidence: 99%

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A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Mahdi,

Crick,

Crick

et al. 2024

IJEBR

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Purpose Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association. This investigation unpacks the relationship between entrepreneurial marketing behaviour and firm performance under the moderating role of coopetition, in an immediate post-COVID-19 period.Design/methodology/approach A resource-based theoretical lens, alongside an outside-in perspective, underpins this study. Following 20 field interviews, survey responses via an online survey were obtained from 306 small, passive exporting wine producers with a domestic market focus in the United States. The data passed all major robustness checks.Findings The statistical findings indicated that entrepreneurial marketing activities positively and significantly influenced firm performance, while coopetition provided a non-significant moderation effect. Field interviews suggested that entrepreneurs’ attemps to scale up from passive to more active export activities in an immediate post-pandemic period helped explain the findings. Owner-managers rejoined trustworthy and complementary pre-pandemic coopetition partners in the immediate aftermath of coronavirus disease 2019 (COVID-19) for domestic market activities. In contrast, they had to minimise risks from dark-side/opportunistic behaviour when joining coopetition networks with partners while attempting to scale up export market activities.Originality/value Unique insights emerge to unpack the entrepreneurial marketing–performance relationship via the moderation effect of coopetition, namely, with the temporal setting of an immediate post-COVID-19 period. Firstly, new support arises regarding the likely performance-enhancing impact of owner-managers’ engagement in entrepreneurial marketing practices. Secondly, novel findings emerge in respect of the contrasting role of coopetition in both domestic and export market activities. Thirdly, new evidence arises in relation to a resource-based theoretical lens alongside an outside-in perspective, whereby, strategic flexibility in pivoting facets of a firm’s business model needs effective management following a crisis.

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Section: Theoretical Framework Including Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Mahdi,

Crick,

Crick

et al. 2024

IJEBR

View full text Add to dashboard Cite

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“…, 2022a). Consumers started adopting heterogeneous single vs multi-channel - if not omnichannel - purchasing behaviours (Frasquet et al., 2021), guided by heterogeneous motivational settings (Higueras-Castillo et al. , 2023).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…The channel selection was a merge between both utilitarian and hedonic motivations, and health-related and Covid-related psychological motivations (Fuentes et al, 2022;Wang et al, 2022a). Consumers started adopting heterogeneous single vs multi-channel -if not omnichannel -purchasing behaviours (Frasquet et al, 2021), guided by heterogeneous motivational settings (Higueras-Castillo et al, 2023).…”

Section: Exploring Channel Switchingmentioning

confidence: 99%

Exploring channel switching in the aftermath of the Covid-19 pandemic: Are shoppers all driven by the same motivations?

De Canio,

Fuentes-Blasco,

Martinelli

2023

IJRDM

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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.Design/methodology/approachA mixture regression model was estimated on the 370 valid questionnaires, filled out by Italian shoppers, delivering four internally consistent segments.FindingsThe results reveal the existence of four segments willing to switch towards the online channel for grocery shopping in the aftermath of the pandemic. Utilitarian shoppers would switch online as they consider the online channel useful and easy to use. Responsive shoppers will prefer the online channel driven by the fear of being infected in-store. Novel enthusiasts show interest in the online channel to not catch the virus and cope with emotional fear, although they consider online shopping as an enjoyable and useful activity as well. Smart shoppers consider online shopping as an easy-to-use alternative for their grocery purchases.Originality/valueThis paper identifies technology-related and Covid-related motivations jointly impacting shoppers' channel switching to online and presents a novel method – i.e. mixture regression – allowing for the identification of shopper segments motivated by different reasons, both emotional and utilitarian, to switch towards the online channel for their grocery shopping. Among other motivations, the fear of Covid-19 is identified as a relevant motivation to switch to online.

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“…Work, banking, consulting, or shopping from home (physical distancing) were coerced to control the infectious virus (Andrienko, 2020). Digital /communication technology came up as a savior to alleviate the consequences of COVID‐19 on the economy (Sharma & Deepika, 2020), causing a rapid change in consumers' behavior, and an overall jump in the sale of e‐commerce could be witnessed globally (Babu & Kumar, 2020: Davis & Toney, 2021; Higueras‐Castillo et al, 2023; Shaw et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Consumers' behavioral intention toward online shopping in the post‐COVID‐19 period

Khatoon,

Anwar,

Shamsi

et al. 2023

Int J Consumer Studies

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Infectious COVID‐19 transformed the world overnight, freezing all physical activities and forcing the majority toward online mode. Technology came up as a savior to alleviate the consequences of COVID‐19 on the economy, causing a rapid transformation in consumers' behavior, and an overall jump in the sale of e‐commerce could be witnessed globally. This paper aims to explore the factors that caused the transformation in consumers' behavioral attitude (AT) and intention toward online shopping (BITOS). The study integrates the TPB and UTAUT models while adding two additional variables, namely, perceived risks (PR) and perceived benefits (PB), to predict consumers' BITOS. A survey was conducted to collect a sample of 402 consumers Aligarh city, and the National Capital Region of India using the mall intercept sampling method. The data were analysed to establish the measurement model and test the hypothesized structural model with the Smart‐PLS software. The study's findings confirmed that PB, subjective social norms, perceived ease of use, and perceived usefulness positively affect AT and BITOS, whereas PR does not influence AT and BITOS. The study also indicated that AT has a positive effect on BITOS. Concerning AT, it does not mediate the relationship between PR and BITOS; however, it mediates between the direct link PB and BITOS, making it stronger. The study's findings help the E‐commerce industry understand consumers' transformed attitudes/intentions and restructure their strategies to strengthen their online business further. Despite its regional and design limitations, it contributes significantly to the current research on online shopping behavior in India during COVID‐19.

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Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era

Cited by 24 publications

References 72 publications

A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Exploring channel switching in the aftermath of the Covid-19 pandemic: Are shoppers all driven by the same motivations?

Consumers' behavioral intention toward online shopping in the post‐COVID‐19 period

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