Understanding the Impact of COVID-19 Pandemic on Online Shopping and Travel Behaviour: A Structural Equation Modelling Approach

Abstract

The outbreak of the COVID-19 pandemic has led to significant alterations in people’s social and economic behaviour. This paper aims to study the pandemic’s influence on online shopping and travel behaviour and discover how these phenomena are related. To this end, eight variables were identified that describe socio-demographic status, COVID-19 variables, online shopping variables, and travel behaviour. The structural equation modelling (SEM) approach was adopted to analyse the relationships between these variables. A conceptual model was formed by devising hypothetical relationships, and then the validity and reliability of the model were evaluated using SEM tools. Among the 19 theoretical relationships, 17 were verified. It was found that socio-demographic status directly affects the COVID-19 variables, influencing online shopping variables. As a result, it was inferred that during the pandemic, people’s daily travel habits had been affected by their inclinations toward online shopping, and the more people are aware of COVID-19 and feel responsible about the pandemic, the more they are persuaded to shop online rather than in-person shopping. Policymakers can use the findings of this study to change the public’s travel and shopping behaviour to tackle the pandemic.

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