Factors Affecting the Growth of E-Shopping Consumers Over Traditional Shopping After Covid-19: GCC Countries' Perspective

Abstract

Purpose: The study aims to explore the factors that have led to a significant shift in consumer behavior from traditional shopping methods to e-shopping in the Gulf Cooperation Council (GCC) countries, particularly in the aftermath of the COVID-19 pandemic. It seeks to identify and analyze the various elements that contribute to consumers' growing preference for online shopping and to understand how this trend is reshaping the retail landscape in the GCC region. Theoretical Framework: The research is anchored in the theory of consumer behavior and the Technology Acceptance Model (TAM), like perceived usefulness, consumer psychology, ease of payment, budget considerations, health issues, and cultural and traditional values which helps in understanding the factors influencing consumers' acceptance and use of technology, in this case, e-shopping platforms. Design/Methodology/Approach: This study adopts a mixed-method approach, combining quantitative data from structured online consumer surveys and qualitative insights from expert interviews. The authors used the PLS-SEM approach to investigate the survey of 380 responses to examine the impact of various factors on e-shopping behavioral intention among consumers in the GCC countries. Findings: The findings reveal that perceived usefulness, consumer psychology, ease of payment, budget considerations, health issues, and cultural and traditional values significantly and positively impact the e-shopping behavioral intention of consumers. However, product variety does not significantly influence the e-shopping behavioral intention in the GCC region. Research, Practical & Social Implications: The study opens new avenues for research in consumer behavior and e-commerce, especially in the context of unforeseen global events like pandemics. The insights are valuable for retailers, e-commerce platforms, and marketers in the GCC region for strategizing and aligning with changing consumer preferences. It aids in developing targeted marketing strategies and enhancing the online shopping experience. Originality/Value: This research offers original insights into the shift towards e-shopping in the GCC region post-COVID-19. It contributes to the broader discourse on consumer behavior in the context of pandemics and technological acceptance, providing a region-specific perspective that enhances understanding in this field.