The Impact of the Covid-19 Pandemic on Retail Consumer Behavior
DOI:
https://doi.org/10.33050/atm.v5i1.1497Keywords:
COVID-19, Consumer Behavior, Webrooming, Pure Online Shopping, RetailAbstract
The COVID-19 pandemic that occurred throughout 2020 has an impact on economic sector. Consumers tend to use online channels to reduce face-to-face contact with marketers or other consumers. On the other hand, the consumer's need to see, touch and feel a product directly is only available in physical stores. This study aims to analyze the impact of the COVID-19 pandemic on retail consumer behavior. This study uses quantitative methods with secondary data sources obtained from several countries including the United States, England, Germany, France, Canada and Latin America. The results show that the shopping trends during the COVID-19 pandemic are webrooming and pure online shopping. Retail sales data in these countries shows that retail sales in physical stores exceed 70% of total retail sales and retail e-commerce sales are less than 30% of total retail sales. This research is expected to be useful for marketers in improving retail marketing strategies during the COVID-19 pandemic
Downloads
Download data is not yet available.
References
E. Greenberg and A. Kates, Strategic digital marketing: top digital experts share the formula for tangible returns on your marketing investment. McGraw-Hill Education, 2014.
H. Chen, W. Duan, and W. Zhou, “The interplay between free sampling and word of mouth in the online software market,” Decis. Support Syst., vol. 95, pp. 82–90, 2017, doi: 10.1016/j.dss.2017.01.001.
J. Zhang, “Customer’ Loyalty Forming Mechanism of O2O E-Commerce,” Int. J. Bus. Soc. Sci., vol. 5, no. 5, pp. 164–169, 2014.
C. Orús, R. Gurrea, and S. Ibáñez-sánchez, “The impact of consumers ’ positive online recommendations on the omnichannel webrooming experience El impacto de las recomendaciones online positivas de los consumidores en la experiencia webrooming omnicanal,” vol. 23, no. 3, pp. 397–413, 2019, doi: 10.1108/SJME-08-2019-0067.
X. Shi and Z. Liao, “Online consumer review and group-buying participation : The mediating effects of consumer beliefs,” Telemat. Informatics, vol. 34, no. 5, pp. 605–617, 2017, doi: 10.1016/j.tele.2016.12.001.
R. Manss, K. Kurze, and R. Bornschein, “What drives competitive webrooming? The roles of channel and retailer aspects,” Int. Rev. Retail. Distrib. Consum. Res., vol. 30, no. 3, pp. 233–265, 2020, doi: 10.1080/09593969.2019.1687104.
S. Arora and S. Sahney, Webrooming behaviour: a conceptual framework, vol. 45, no. 7–8. 2017.
C. Flavián, R. Gurrea, and C. Orús, “Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction,” J. Interact. Mark., vol. 47, pp. 1–15, 2019, doi: 10.1016/j.intmar.2019.02.002.
M. Marmol and V. Fernandez, “Trigger factors in brick and click shopping,” Intang. Cap., vol. 15, no. 1, pp. 57–71, 2019, doi: 10.3926/ic.1364.
PushOn, “showrooming - webrooming new report,” 2018.
N. Akhtar, M. Nadeem Akhtar, M. Usman, M. Ali, and U. Iqbal Siddiqi, “COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration,” Serv. Ind. J., vol. 40, no. 13–14, pp. 891–913, 2020, doi: 10.1080/02642069.2020.1790535.
S. Laato, A. K. M. N. Islam, A. Farooq, and A. Dhir, “Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach,” J. Retail. Consum. Serv., vol. 57, no. July, p. 102224, 2020, doi: 10.1016/j.jretconser.2020.102224.
M. B. Baihaqi, “Alasan Belanja Offline Sulit Tergantikan dengan Belanja Online,” Harian ekonomi neraca, 2018. http://www.neraca.co.id/article/102210/alasan-belanja-offline-sulit-tergantikan-dengan-belanja-online (accessed Feb. 18, 2019).
K. Isa, J. M. Shah, S. T. Palpanadan, and F. Isa, “Malaysians’ popular online shopping websites during movement control order (Mco),” Int. J. Adv. Trends Comput. Sci. Eng., vol. 9, no. 2, pp. 2154–2158, 2020, doi: 10.30534/ijatcse/2020/190922020.
B. Fisher, “UK Ecommerce 2020 : digital buying takes hold as pandemic decimates the high street,” 2020. [Online]. Available: https://www.emarketer.com/content/uk-ecommerce-2020.
P. Briggs, “Canada Ecommerce 2020 : Digital Retail Propelled by COVID-19 Quarantines,” 2020. [Online]. Available: https://www.emarketer.com/content/canada-ecommerce-2020.
A. Lipsman and Cindy Liu, “US Ecommerce 2020 : COronavirus Boosts Ecommerce Forecast and Will Accelerate Channel-Shift,” 2020. [Online]. Available: https://www.emarketer.com/content/us-ecommerce-2020.
K. von Abrams, “France Ecommerce 2020 : Digital Sales Soar as Total Retail Suffers,” 2020. [Online]. Available: https://www.emarketer.com/content/france-ecommerce-2020.
K. von Abrams, “Germany Ecommerce 2020 : Digital Retail Prospers in the Coronavirus Era,” 2020. [Online]. Available: https://www.emarketer.com/content/germany-ecommerce-2020.
M. Ceurvels, “America Ecommerce 2020 : How CIVID-19 Will Affect Growth and Sales in Argentina, Brazil and Mexico,” 2020. [Online]. Available: https://www.emarketer.com/content/latin-america-ecommerce-2020.
Z. Xu et al., “Pathological findings of COVID-19 associated with acute respiratory distress syndrome,” Lancet Respir. Med., vol. 8, no. 4, pp. 420–422, 2020, doi: 10.1016/S2213-2600(20)30076-X.
R. M. Anderson, H. Heesterbeek, D. Klinkenberg, and T. D. Hollingsworth, “How will country-based mitigation measures influence the course of the COVID-19 epidemic?,” Lancet, vol. 395, no. 10228, pp. 931–934, 2020, doi: 10.1016/S0140-6736(20)30567-5.
C. Flavián, R. Gurrea, and C. Orús, “Combining channels to make smart purchases: The role of webrooming and showrooming,” J. Retail. Consum. Serv., vol. 52, p. 101923, 2020, doi: 10.1016/j.jretconser.2019.101923.
N. Viejo-Fernández, M. J. Sanzo-Pérez, and R. Vázquez-Casielles, “Different kinds of research shoppers, different cognitive-affective consequences,” Spanish J. Mark. - ESIC, vol. 23, no. 1, pp. 45–68, 2019, doi: 10.1108/SJME-09-2018-0040.
J. Y. M. Kang, “Showrooming, Webrooming, and User-Generated Content Creation in the Omnichannel Era,” J. Internet Commer., vol. 17, no. 2, pp. 145–169, 2018, doi: 10.1080/15332861.2018.1433907.
Eshopworld.com, “Global Ecommerce Market Ranking 2019,” 2019. [Online]. Available: https://www.worldretailcongress.com/__media/Global_ecommerce_Market_Ranking_2019_001.pdf.
U.S. Bureau of the Census, “‘E-Commerce Retail Sales as a Percent of Total Sales [ECOMPCTSA],’” FRED, Federal Reserve Bank of St. Louis, 2020. https://fred.stlouisfed.org/series/ECOMPCTSA (accessed Dec. 25, 2020).
L. Liu, C. M. K. Cheung, and M. K. O. Lee, “An empirical investigation of information sharing behavior on social commerce sites,” Int. J. Inf. Manage., vol. 36, pp. 686–699, 2016.
Y. Chen and J. Xie, “Online Consumer Review : Word-of-Mouth as a New Element of Marketing Communication Mix,” Manage. Sci., vol. 53, no. 3, pp. 477–491, 2008, doi: 10.1287/mnsc.1070.0810.
M. Rhian, “‘Table Internet sales as a percentage of total retail sales (ratio) (%)’.,” offoce for national statistics, 2020. https://www.ons.gov.uk/businessindustryandtrade/retailindustry/timeseries/j4mc/drsi.
I.-P. Chiang, C.-Y. Lin, and C.-H. Huang, “Measuring The Effects of Online-to-Offline Marketing,” Contemp. Manag. Res., vol. 14, no. 3, pp. 167–189, 2018, doi: 10.7903/cmr.18462.
R. Rathee and P. Rajain, “Online shopping environments and consumer’s Need for Touch,” J. Adv. Manag. Res., 2019, doi: 10.1108/JAMR-12-2018-0116.
H. Chen, W. Duan, and W. Zhou, “The interplay between free sampling and word of mouth in the online software market,” Decis. Support Syst., vol. 95, pp. 82–90, 2017, doi: 10.1016/j.dss.2017.01.001.
J. Zhang, “Customer’ Loyalty Forming Mechanism of O2O E-Commerce,” Int. J. Bus. Soc. Sci., vol. 5, no. 5, pp. 164–169, 2014.
C. Orús, R. Gurrea, and S. Ibáñez-sánchez, “The impact of consumers ’ positive online recommendations on the omnichannel webrooming experience El impacto de las recomendaciones online positivas de los consumidores en la experiencia webrooming omnicanal,” vol. 23, no. 3, pp. 397–413, 2019, doi: 10.1108/SJME-08-2019-0067.
X. Shi and Z. Liao, “Online consumer review and group-buying participation : The mediating effects of consumer beliefs,” Telemat. Informatics, vol. 34, no. 5, pp. 605–617, 2017, doi: 10.1016/j.tele.2016.12.001.
R. Manss, K. Kurze, and R. Bornschein, “What drives competitive webrooming? The roles of channel and retailer aspects,” Int. Rev. Retail. Distrib. Consum. Res., vol. 30, no. 3, pp. 233–265, 2020, doi: 10.1080/09593969.2019.1687104.
S. Arora and S. Sahney, Webrooming behaviour: a conceptual framework, vol. 45, no. 7–8. 2017.
C. Flavián, R. Gurrea, and C. Orús, “Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction,” J. Interact. Mark., vol. 47, pp. 1–15, 2019, doi: 10.1016/j.intmar.2019.02.002.
M. Marmol and V. Fernandez, “Trigger factors in brick and click shopping,” Intang. Cap., vol. 15, no. 1, pp. 57–71, 2019, doi: 10.3926/ic.1364.
PushOn, “showrooming - webrooming new report,” 2018.
N. Akhtar, M. Nadeem Akhtar, M. Usman, M. Ali, and U. Iqbal Siddiqi, “COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration,” Serv. Ind. J., vol. 40, no. 13–14, pp. 891–913, 2020, doi: 10.1080/02642069.2020.1790535.
S. Laato, A. K. M. N. Islam, A. Farooq, and A. Dhir, “Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach,” J. Retail. Consum. Serv., vol. 57, no. July, p. 102224, 2020, doi: 10.1016/j.jretconser.2020.102224.
M. B. Baihaqi, “Alasan Belanja Offline Sulit Tergantikan dengan Belanja Online,” Harian ekonomi neraca, 2018. http://www.neraca.co.id/article/102210/alasan-belanja-offline-sulit-tergantikan-dengan-belanja-online (accessed Feb. 18, 2019).
K. Isa, J. M. Shah, S. T. Palpanadan, and F. Isa, “Malaysians’ popular online shopping websites during movement control order (Mco),” Int. J. Adv. Trends Comput. Sci. Eng., vol. 9, no. 2, pp. 2154–2158, 2020, doi: 10.30534/ijatcse/2020/190922020.
B. Fisher, “UK Ecommerce 2020 : digital buying takes hold as pandemic decimates the high street,” 2020. [Online]. Available: https://www.emarketer.com/content/uk-ecommerce-2020.
P. Briggs, “Canada Ecommerce 2020 : Digital Retail Propelled by COVID-19 Quarantines,” 2020. [Online]. Available: https://www.emarketer.com/content/canada-ecommerce-2020.
A. Lipsman and Cindy Liu, “US Ecommerce 2020 : COronavirus Boosts Ecommerce Forecast and Will Accelerate Channel-Shift,” 2020. [Online]. Available: https://www.emarketer.com/content/us-ecommerce-2020.
K. von Abrams, “France Ecommerce 2020 : Digital Sales Soar as Total Retail Suffers,” 2020. [Online]. Available: https://www.emarketer.com/content/france-ecommerce-2020.
K. von Abrams, “Germany Ecommerce 2020 : Digital Retail Prospers in the Coronavirus Era,” 2020. [Online]. Available: https://www.emarketer.com/content/germany-ecommerce-2020.
M. Ceurvels, “America Ecommerce 2020 : How CIVID-19 Will Affect Growth and Sales in Argentina, Brazil and Mexico,” 2020. [Online]. Available: https://www.emarketer.com/content/latin-america-ecommerce-2020.
Z. Xu et al., “Pathological findings of COVID-19 associated with acute respiratory distress syndrome,” Lancet Respir. Med., vol. 8, no. 4, pp. 420–422, 2020, doi: 10.1016/S2213-2600(20)30076-X.
R. M. Anderson, H. Heesterbeek, D. Klinkenberg, and T. D. Hollingsworth, “How will country-based mitigation measures influence the course of the COVID-19 epidemic?,” Lancet, vol. 395, no. 10228, pp. 931–934, 2020, doi: 10.1016/S0140-6736(20)30567-5.
C. Flavián, R. Gurrea, and C. Orús, “Combining channels to make smart purchases: The role of webrooming and showrooming,” J. Retail. Consum. Serv., vol. 52, p. 101923, 2020, doi: 10.1016/j.jretconser.2019.101923.
N. Viejo-Fernández, M. J. Sanzo-Pérez, and R. Vázquez-Casielles, “Different kinds of research shoppers, different cognitive-affective consequences,” Spanish J. Mark. - ESIC, vol. 23, no. 1, pp. 45–68, 2019, doi: 10.1108/SJME-09-2018-0040.
J. Y. M. Kang, “Showrooming, Webrooming, and User-Generated Content Creation in the Omnichannel Era,” J. Internet Commer., vol. 17, no. 2, pp. 145–169, 2018, doi: 10.1080/15332861.2018.1433907.
Eshopworld.com, “Global Ecommerce Market Ranking 2019,” 2019. [Online]. Available: https://www.worldretailcongress.com/__media/Global_ecommerce_Market_Ranking_2019_001.pdf.
U.S. Bureau of the Census, “‘E-Commerce Retail Sales as a Percent of Total Sales [ECOMPCTSA],’” FRED, Federal Reserve Bank of St. Louis, 2020. https://fred.stlouisfed.org/series/ECOMPCTSA (accessed Dec. 25, 2020).
L. Liu, C. M. K. Cheung, and M. K. O. Lee, “An empirical investigation of information sharing behavior on social commerce sites,” Int. J. Inf. Manage., vol. 36, pp. 686–699, 2016.
Y. Chen and J. Xie, “Online Consumer Review : Word-of-Mouth as a New Element of Marketing Communication Mix,” Manage. Sci., vol. 53, no. 3, pp. 477–491, 2008, doi: 10.1287/mnsc.1070.0810.
M. Rhian, “‘Table Internet sales as a percentage of total retail sales (ratio) (%)’.,” offoce for national statistics, 2020. https://www.ons.gov.uk/businessindustryandtrade/retailindustry/timeseries/j4mc/drsi.
I.-P. Chiang, C.-Y. Lin, and C.-H. Huang, “Measuring The Effects of Online-to-Offline Marketing,” Contemp. Manag. Res., vol. 14, no. 3, pp. 167–189, 2018, doi: 10.7903/cmr.18462.
R. Rathee and P. Rajain, “Online shopping environments and consumer’s Need for Touch,” J. Adv. Manag. Res., 2019, doi: 10.1108/JAMR-12-2018-0116.
Downloads
Published
2021-01-20
How to Cite
Sayyida, S., Hartini, S., Gunawan, S., & Husin, S. N. (2021). The Impact of the Covid-19 Pandemic on Retail Consumer Behavior. APTISI Transactions on Management, 5(1), 79–88. https://doi.org/10.33050/atm.v5i1.1497
Issue
Section
Article
License
Copyright (c) 2021 Sayyida Sayyida, Sri Hartini, Sri Gunawan, Syarief Nur Husin (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
