Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping

Dayun Jeong, Eunju Ko, Charles R. Taylor

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)

Abstract

The global COVID-19 outbreak has had a wide-ranging impact on people's lives. This research looks at the recent shift in consumer preferences toward contact-free shopping when purchasing fashion goods. Push–pull–mooring (PPM) theory is used to identify and predict factors that promote or hinder a shift toward contact-free shopping. A survey of young consumers is used to develop and test hypotheses. The findings show that the PPM factors have a significant effect on switching behavior, risk perception, perceived value, and lock-in factors (along with some sub-factors related to each) being significantly related to both intentions to switch to contact-free shopping and actual switching behavior. Theoretical, managerial, and societal implications are discussed in the context of digital wellbeing.

Original languageEnglish
Article number113261
JournalJournal of Business Research
Volume154
DOIs
Publication statusPublished - 2023 Jan

Bibliographical note

Publisher Copyright:
© 2022 Elsevier Inc.

All Science Journal Classification (ASJC) codes

  • Marketing

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