Pandemic Shopping Behavior: Did Voluntary Behavioral Changes during the COVID-19 Pandemic Increase the Competition between Online Retailers and Physical Retail Locations?

Abstract

Online retailing both challenges and endangers physical retail locations, especially city centers. Since 2020, the COVID-19 pandemic has substantially impacted the retail landscape. Apart from consumer behavior changes resulting from government-imposed restrictions, some studies have also shown voluntary changes in individual mobility behavior to avoid infections. The present study seeks to analyze the impact of such behavior changes on shopping decisions, specifically the impact of a) fear of infection and b) perceived inconvenience of face masks in retail shops on the likelihood of online shopping. A quantitative channel choice model based on individual shopping decisions is utilized and includes socio-demographic, geographic, and psychographic characteristics of consumers. To account for the impact of the pandemic, this model also includes 1) behavioral variables inferred from the psychological Perceived Vulnerability to Disease (PVD) scale reflecting fear of infection, and 2) a variable reflecting acceptance of mandatory face masks in retailing. The empirical basis is a representative consumer survey in three German regions. Findings demonstrate that fear of infection and the obligation to wear a mask are of secondary importance when choosing a shopping channel. In contrast, age, shopping attitudes, and, partially, the accessibility of shops are of great importance.