Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Switching Behavior Toward Online Shopping: Coercion or Choice during Covid-19 Pandemic

Author(s): Ram Komal Prasad and Manish Kumar Srivastava

The pandemic, Covid-19, offered new opportunities for coercive online shopping to Indian consumers. Non techno-savvy and less educated consumers have also switched to online shopping. The present study investigates the customers' switching Behavior during the Covid-19 outbreak due to two attributes, perceived risks of infectious disease and the benefits of online shopping. Purchase and consumption acted as moderators in the model. A systematic empirical study with scientific research design was executed during March to August 2020 when the Covid-19 outbreak peaked, and online shopping became an alternate savior for continuity of life. This was the period when sanitization and mask-wearing, social distancing, avoiding touch was made compulsory. The hierarchical regression determined the catalyst role of Covid-19 in behavior switch and perception modification of online consumers. Findings suggest the change in risk perception during the Covid-19 pandemic lead to a change in marketing policies focused on awareness building. Control variables in the model behaved differently in online shopping, and new behaviors are expected to continue even after the pandemic. This study will contribute to elucidate switching buying behavior and the growth of the online business.

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