Post-pandemic motivations for consumers’ e-retailer preference in an emerging market: a qualitative approach

Abstract

Purpose This paper aims to explore consumers’ post-pandemic (COVID-19) motivations for an e-retailer preference in an emerging market like India. Design/methodology/approach This study applied qualitative methodology to explore the research question, and 44 in-depth interviews were conducted with online consumers. The interviews were transcribed and analysed using open, axial and selective coding strategies. Findings This study identified seven post-pandemic motivations for consumers’ e-retailer preference, and the motivations were classified into: utilitarian (remote location and fast delivery, product choice and availability, comparative price and discounts and customer service), hedonic (aesthetics of the e-retailer store) and both utilitarian and hedonic (mobile-friendliness and user interface and interactivity). Research limitations/implications Creating knowledge post-pandemic period is essential. This study communicates empirical evidence to suggest consumers are motivated through both utilitarian and hedonic motivation for an e-retailer preference in an emerging market. Furthermore, the researchers are encouraged to collect data from more developing countries and test the proposed e-retailer preference factors. Practical implications The study offers new knowledge to online retail managers to understand how emerging market consumers prefer an e-retailer and strive to attract and retain customers in the market. Originality/value Past studies have highlighted the importance of consumer online shopping motivations and channel preferences. However, there is limited literature investigating how consumers prefer an e-retailer over other e-retailers for online shopping. This study addresses the gap in the existing retailing literature and offers fresh insights into how consumers prefer an e-retailer post-pandemic from an emerging market context.