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Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis

Center for Management of Muenster University, Universitaetsstrasse 14-16, 48143 Muenster, Germany
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Sustainability 2020, 12(24), 10247; https://0-doi-org.brum.beds.ac.uk/10.3390/su122410247
Received: 21 October 2020 / Revised: 30 November 2020 / Accepted: 4 December 2020 / Published: 8 December 2020
(This article belongs to the Special Issue How Consumer Behavior Patterns Change in a Pandemic Condition)
The investigation of established drivers of online purchase behavior is of great relevance during the COVID-19 pandemic, as companies must anticipate consumer behavior during this global crisis to maintain a competitive edge. This study investigates online shopping motives of generation Y and Z during the COVID-19 shutdown in April 2020. We use survey data from 451 German consumers to examine the relations between normative, utilitarian and hedonic motives, and purchase intentions employing structural equation modeling. The results show that normative determinants such as media reports on the economic situation are related to consumers’ purchase intentions, whereas the normative influence of close social networks is not. Furthermore, we find that hedonic motivation is a better predictor of purchase intentions than utilitarian motives and that individuals practicing social distancing, generation Z, and women show higher levels of hedonic motivation. We provide recommendations for e-commerce companies on ways to address consumers’ purchase motives and strategically harness normative influences. View Full-Text
Keywords: e-commerce; consumer behavior; COVID-19; social distancing; hedonic motives; utilitarian motives; normative pressures e-commerce; consumer behavior; COVID-19; social distancing; hedonic motives; utilitarian motives; normative pressures
MDPI and ACS Style

Koch, J.; Frommeyer, B.; Schewe, G. Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis. Sustainability 2020, 12, 10247. https://0-doi-org.brum.beds.ac.uk/10.3390/su122410247

AMA Style

Koch J, Frommeyer B, Schewe G. Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis. Sustainability. 2020; 12(24):10247. https://0-doi-org.brum.beds.ac.uk/10.3390/su122410247

Chicago/Turabian Style

Koch, Julia, Britta Frommeyer, and Gerhard Schewe. 2020. "Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis" Sustainability 12, no. 24: 10247. https://0-doi-org.brum.beds.ac.uk/10.3390/su122410247

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