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Online shopping continuance after COVID-19: A comparison of Canada, Germany and the United States

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  • Shaw, Norman
  • Eschenbrenner, Brenda
  • Baier, Daniel

Abstract

The COVID-19 pandemic brought about an increase in online shopping because of government-imposed restrictions and consumer anxiety over the potential health risk associated with in-store shopping. By end of 2021, many health concerns had been alleviated through efforts such as vaccinations and reductions in hospitalizations in certain countries. Some governments started to relax their restrictions and consumers started to return to in-store shopping, creating the possibility that the volume of online shopping would decrease once stores reopened. However, consumers may continue to shop online more than they did prior to the pandemic because of their experience during the lockdown. This study seeks to understand the factors that explain the potential of online shopping continuance. A novel model is constructed by extending ES-QUAL, and adding hedonic motivation, social shopping and health susceptibility as mediators. Empirical data is collected from Canada, Germany and the US. We find that convenience and efficiency, as well as security for some females, are important factors contributing to online shopping's perceived usefulness and, ultimately, intentions to continue shopping online. In addition, creating an enjoyable online shopping experience adds to these continuance intentions.

Suggested Citation

  • Shaw, Norman & Eschenbrenner, Brenda & Baier, Daniel, 2022. "Online shopping continuance after COVID-19: A comparison of Canada, Germany and the United States," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s096969892200193x
    DOI: 10.1016/j.jretconser.2022.103100
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    References listed on IDEAS

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    2. Ut-Tha Veenarat, 2023. "Pioneering Eco-Cart: Carbon Reduction Solutions for Thai Online Shoppers," Management & Marketing, Sciendo, vol. 18(4), pages 515-536, December.
    3. Axenbeck, Janna & Bertschek, Irene & Breithaupt, Patrick & Erdsiek, Daniel, 2023. "Firm digitalisation and mobility - Do Covid-19-related changes persist?," ZEW Discussion Papers 23-011, ZEW - Leibniz Centre for European Economic Research.
    4. Li, Xue & Tan, Alexander Jun Hao & Wang, Xueqin & Yuen, Kum Fai, 2023. "Investigating gig workers’ commitment to crowdsourced logistics platforms: Fair employment and social exchange perspectives," Technology in Society, Elsevier, vol. 74(C).
    5. 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.
    6. Gigliotti, Marina & Rizzi, Francesco, 2023. "Resilient shopping behaviours by change, not by chance: are disruptive events’ effects permanent?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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