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

• Published in: Journal of retailing and consumer services Vol. 69; p. 103100
• Main Authors: Shaw, Norman, Eschenbrenner, Brenda, Baier, Daniel
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.11.2022
• Subjects: COVID-19; ES-QUAL; Hedonic motivation; Online shopping; Perceived convenience; COVID-19; Hedonic motivation; ES-QUAL; Perceived convenience; Online shopping
• ISSN: 0969-6989; 1873-1384; 0969-6989
• DOI: 10.1016/j.jretconser.2022.103100

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.