Online Shopping and In-store Shopping on COVID-19 for Airline Service Employees

Liu Li-Ling and Wei Yi-Hsiung ()
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Liu Li-Ling: Department of Business Administration, CTBC Business School, No. 600, Section 3, Taijiang Boulevard, Annan District, Tainan 709, Taiwan, R.O.C.
Wei Yi-Hsiung: Department of Business Administration, CTBC Business School, No. 600, Section 3, Taijiang Boulevard, Annan District, Tainan 709, Taiwan, R.O.C.

Review of Pacific Basin Financial Markets and Policies (RPBFMP), 2024, vol. 27, issue 02, 1-24

Abstract: This study investigated the relationship between online and in-store shopping for airline service employees by using a quantitative survey method. Purpose sampling was used. This study found that the frequency of online purchases by pilots before and post-pandemic was significantly higher than that by flight attendants. Post-pandemic, the frequency of flight attendants shopping in-store was significantly higher than that of pilots. The frequency of online shopping before-pandemic positively affected the frequency of in-store shopping before-pandemic. The frequency of online shopping post-pandemic negatively affected the frequency of in-store shopping post-pandemic. The results found that online shopping affects users’ willingness to purchase in stores, and suggested that online shopping service providers should build user-friendly and easy-to-access systems. The findings can help retail marketers effectively prioritize the benefits of online shopping, which considerably affects user’s desire to use the Internet.

Keywords: Airline pilots and flight attendants; online shopping; in-store shopping; COVID-19; service (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1142/S0219091524500139

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