Year: 2020
Type: article
Study design: Observational Study
Abstract: 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.
Source: Sustainability
DOI: 10.3390/su122410247
Authors: Julia Koch, Britta Frommeyer, Gerhard Schewe
Institution: University of Münster
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,085
OpenAlex ID: W3112540260