Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis

Julia Koch, Britta Frommeyer and Gerhard Schewe
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Julia Koch: Center for Management of Muenster University, Universitaetsstrasse 14-16, 48143 Muenster, Germany
Britta Frommeyer: Center for Management of Muenster University, Universitaetsstrasse 14-16, 48143 Muenster, Germany
Gerhard Schewe: Center for Management of Muenster University, Universitaetsstrasse 14-16, 48143 Muenster, Germany

Sustainability, 2020, vol. 12, issue 24, 1-20

Abstract: The investigation of established drivers of online purchase behavior is of great relevance during the COVID-19 pandemic, as companies must anticipate consumer behavior during this global crisis to maintain a competitive edge. This study investigates online shopping motives of generation Y and Z during the COVID-19 shutdown in April 2020. We use survey data from 451 German consumers to examine the relations between normative, utilitarian and hedonic motives, and purchase intentions employing structural equation modeling. The results show that normative determinants such as media reports on the economic situation are related to consumers’ purchase intentions, whereas the normative influence of close social networks is not. Furthermore, we find that hedonic motivation is a better predictor of purchase intentions than utilitarian motives and that individuals practicing social distancing, generation Z, and women show higher levels of hedonic motivation. We provide recommendations for e-commerce companies on ways to address consumers’ purchase motives and strategically harness normative influences.

Keywords: e-commerce; consumer behavior; COVID-19; social distancing; hedonic motives; utilitarian motives; normative pressures (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (38)

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