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

Norman Shaw, Brenda Eschenbrenner and Daniel Baier

Journal of Retailing and Consumer Services, 2022, vol. 69, issue C

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.

Keywords: Online shopping; COVID-19; ES-QUAL; Hedonic motivation; Perceived convenience (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S096969892200193X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:69:y:2022:i:c:s096969892200193x

DOI: 10.1016/j.jretconser.2022.103100

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().