Influencing Factors and Switching Intention to Contact-free Shopping : Focusing on Push-Pull-Mooring Theory

Abstract

This study focuses on the contact-free shopping switching behavior exhibited by consumers of fashion during the Covid-19 pandemic. It verifies the social and environmental factors affecting the switching behavior of consumers based on the push-pull-mooring theory. A statistical analysis was conducted with data from Korean consumers who have experience purchasing fashion products through contact-free shopping during the Covid-19 period. The results show that the pull effect, which has a positive effect in the direction of contact-free shopping, had a greater impact than the push effect, which has a negative effect, or causes consumers to move away from existing contact shopping. The experiential value offered by fashion merchandisers particularly impacted the relationship between factors and switching intention. This phenomenon provides an important clue for the fashion industry in determining the direction to take in a post-Covid society, in presenting new marketing campaigns, and in finding the best way to revitalize in-person fashion shopping.