Digital consumerism in times of crisis: exploring the shift in online shopping behaviour

Abstract

Purpose

This research delves into consumer online shopping behaviour during the different phases of the COVID-19 pandemic, utilising the Theory of Planned Behaviour and the Behavioural Inhibition System.

Design/methodology/approach

A unique and comprehensive repeated cross-sectional methodology was meticulously employed, capturing the nuances of consumer online shopping behaviour across three distinct phases of the pandemic: the initial phase following the outbreak of COVID-19, the transition phase marked by the relaxation of restrictions, and the adaptation phase as society moved towards a new normal. The study involved a sample of 1,155 participants. Structural equation modelling was used to analyse the effects of behavioural attitudes, subjective norms, perceived behavioural control, and the moderating role of pandemic-induced consumer anxiety on online purchase intention.

Findings

The impact of behavioural attitudes on online purchase intentions increased continuously from the initial phase to the adaptation phase. In contrast, the influence of subjective norms on online shopping intentions gradually declined over the same period. During the early stages of the pandemic, consumer anxiety amplified the influence of personal attitudes towards online shopping while diminishing the impact of social pressures on the same behaviour.

Originality/value

This study’s originality lies in its nuanced analysis of how online purchase intentions evolved across different stages of the COVID-19 pandemic, integrating insights from both the Theory of Planned Behaviour and the Behavioural Inhibition System. The study offers a comprehensive understanding of the shifts in consumer behaviour over time. It enables more strategic and proactive marketing tactics in a changing environment.

Citation

Akar, E. (2024), "Digital consumerism in times of crisis: exploring the shift in online shopping behaviour", British Food Journal, Vol. 126 No. 9, pp. 3441-3462. https://doi.org/10.1108/BFJ-01-2024-0021