Author(s): Anil Kashyap, Ajay Kumar
Changes in shopping behavior are witnessed along with the appearance of Covid-19 outbreak. In pandemic, selection of retail destination is determined by number of factors associated with risk and reward. This study explored factors responsible to accelerate online shopping during Covid-19 pandemic. Data for the study were collected from 394 active online shoppers who proactively shopped online during pandemic. Exploratory factor analysis and confirmatory factor analysis (CFA) is used to confirm the number of factors. Six factors; health consciousness, self prevention and precaution, marketing efforts, Government protocol, utilitarian aspects and product availability are extracted in the study. These factors are responsible to prefer e-commerce over traditional retailing during Covid-19 pandemic. The study represents the population for a specific region therefore; inferences drawn from this study may not apply in other countries. This paper adds values by adding distinct factors responsible to determine retail shopping destination especially in stressed situation. Also it strengthens the theory of hybrid channel of distribution and provides inputs to improve the retail offerings