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How do customers change their purchasing behaviors during the COVID-19 pandemic?

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  • Truong, Dothang
  • Truong, My D.

Abstract

This study focuses on examining how customers' shopping behaviors have changed during the pandemic and contributing variables. Three primary shopping modes include online purchases, curbside pickup, and in-store shopping. The dependent variables are the changes in customers' spending in those three modes during the pandemic. The theory of fear appeal was used as the theoretical foundation for selecting independent variables. Based on this theory, two groups of independent variables were identified, fears for health and fears for financial conditions due to COVID-19. Additionally, demographic variables were also included in the analysis. The data from Census Bureau's Household Pulse Survey Phase 3.1 collected from June 23 to July 5, 2021, was used with 24,998 useable cases. Logistic regression was used to analyze the data to test the effects of independent variables on customers' shopping behavior changes in the three modes. The results show that both fears for health and fears for financial conditions have effects on the shopping behavioral changes. Due to those fears, residents change their shopping behaviors by considering the shopping modes that allow them to deal with or avoid the risks. Additionally, demographic variables, including age, gender, race, income, and marriage status, also have significant impacts on their shopping decisions.

Suggested Citation

  • Truong, Dothang & Truong, My D., 2022. "How do customers change their purchasing behaviors during the COVID-19 pandemic?," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    • Handle: RePEc:eee:joreco:v:67:y:2022:i:c:s096969892200056x
    DOI: 10.1016/j.jretconser.2022.102963
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    12. Grzywińska-Rąpca Małgorzata & Duarte Nelson & Kulli Altin & Enkelejda Goci, 2022. "Diversification of student consumption during the pandemic - Albania, Poland and Portugal," Central European Economic Journal, Sciendo, vol. 9(56), pages 309-322, January.
    13. Andrzej Dudek & Daria Elżbieta Jaremen & Izabela Michalska-Dudek, 2023. "Factors Determining ROPO Behaviors of Travel Agencies Customers during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(7), pages 1-18, April.
    14. Gumataw Kifle Abebe & Sylvain Charlebois & Janet Music, 2022. "Canadian Consumers’ Dining Behaviors during the COVID-19 Pandemic: Implications for Channel Decisions in the Foodservice Industry," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    15. Pop, Rebeka-Anna & Hlédik, Erika & Dabija, Dan-Cristian, 2023. "Predicting consumers' purchase intention through fast fashion mobile apps: The mediating role of attitude and the moderating role of COVID-19," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    16. Liu, Yanfeng & Cai, Lanhui & Ma, Fei & Wang, Xueqin, 2023. "Revenge buying after the lockdown: Based on the SOR framework and TPB model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Ola Bareja-Wawryszuk & Tomasz Pajewski & Kübra Müge Çakaröz & Baki Kavas, 2022. "Changes in Consumer Behavior during the COVID-19 Pandemic: A Comparative Analysis between Polish and Turkish Consumers," Sustainability, MDPI, vol. 14(16), pages 1-11, August.
    18. Ana Marija Filipas & Nenad Vretenar & Ivan Prudky, 2023. "Decision trees do not lie: Curiosities in preferences of Croatian online consumers," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 157-181.
    19. Sigitas Urbonavicius & Karina Adomaviciute – Sakalauske, 2023. "Learning from Pandemic Periods: Elements of the Theory of Behavioral Transformation," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 251-266.
    20. Rodríguez-Priego, Nuria & Porcu, Lucia & Prados Peña, María Belén & Crespo Almendros, Esmeralda, 2023. "Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    21. Xu, Yingzi & Ling, I-Ling, 2023. "Effects of face masks and photo tags on nonverbal communication in service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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