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Consumers’ Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Elisa Martinelli

    (University of Modena and Reggio Emilia)

  • Francesca Canio

    (University of Modena and Reggio Emilia)

  • Giuseppe Nardin

    (University of Modena and Reggio Emilia)

Abstract

The spread of the Covid-19 pandemic is heavily altering how people shop. For instance, a push in on-line purchases is evident. The current work applies the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the lockdown. Specifically, within this framework, we explore how different sources of consumers’ fears generated by the spread of the Covid-19 pandemic – symptomatic and emotional - impact on consumers’ channel switching behaviour, leading shoppers to switch from buying grocery in physical stores to purchase them on-line. The empirical analysis is settled on 310 questionnaires collected on-line survey and processed using a linear regression analysis. Our findings show that consumers’ switching intentions to on-line channels are significantly and positively impacted by attitude, subjective norms and perceived behavioural control, showing a better predictive power when the dimensions of Covid-19 fear are added. While symptomatic fear acts positively on the intention to switch to on-line, emotional fear exerts a negative role. Managerial insights for retailers are provided.

Suggested Citation

  • Elisa Martinelli & Francesca Canio & Giuseppe Nardin, 2021. "Consumers’ Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad (ed.), Advances in National Brand and Private Label Marketing, pages 33-40, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76935-2_5
    DOI: 10.1007/978-3-030-76935-2_5
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    Cited by:

    1. Dan-Cristian Dabija & Veronica Câmpian & Bernd Philipp & David B. Grant, 2025. "How did consumers retail purchasing expectations and behaviour switch due to the COVID-19 pandemic?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(4), pages 1258-1270, December.
    2. Anh Thi Nguyen & Alrence S. Halibas & Robert McClelland & Nguyen Hoang Thuan, 2024. "Configurational analysis of conditions influencing customers’ channel switching intention in omnichannel retailing: a fuzzy-set analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(1), pages 141-178, February.
    3. Dezie Leonarda Warganegara & Roozbeh Babolian Hendijani, 2022. "Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    4. Stanca, Liana & Dabija, Dan-Cristian & Câmpian, Veronica, 2025. "Adaptation and resilience in retail: Exploring consumer clusters in the new normal," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    5. Mi-Hwa Jang & Eui-Yul Choi, 2022. "Will Perceived Risk of COVID-19 Move Exhibition Visitors from On-Site to Virtual? Focusing on Exhibition Quarantine Service Quality and Switching Intention," IJERPH, MDPI, vol. 19(11), pages 1-12, May.

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